27) «Apple revolution: An­gela Ahrendts «

by Javier Carro

Topics: Frontpage, Leadership


October 22, 2013.

Ap­ple, an­nounced past October 15, that had signed to An­gela Ahrendts, 53 years old, CEO of Burberry (leg­endary Bri­tish lux­ury brands cre­ated in 1856). The Ex­ec­u­tive was the di­rec­tive bet­ter paid in the United King­dom in fis­cal year 2011-2012 with 15.6 mil­lion pounds (18 mil­lion eu­ros). She will over­see strate­gic di­rec­tion, ex­pan­sion and op­er­a­tion of the phys­i­cal stores and on­line.

Burberry ($3.2bn retail sales, 10,000 employees). Apple ($18.8bn retail sales, 42,000 employees).

Ms. Ahrendts di­ver­si­fied cat­a­logue of Burberry, but at the same time sup­pressed fran­chises and took the gar­ments of the mar­kets (where they were sold, and not al­ways forged). Belts, scarves, gloves could carry the logo of Ap­ple; no doubt they will be flesh of coun­ter­feit­ing and piracy, some­thing with what you know live the lux­ury brands have al­ways. » Brand over­all, but still very lo­cal. It is the most valu­able brand in the world, but it still is very fo­cused on the United States. Aside of be­ing a de­sired brand lacks sat­is­fy­ing com­pul­sive shop­ping by open­ing stores in more cities and an at­trac­tive for other pub­lic web. Over the past 7 years, Angela Ahrendts has built on the foundations of her predecessor, Rose Marie Bravo, who turned Burberry from classic to cutting edge, transforming it into a global luxury brand with a farreaching digital presence.

The brand of Ap­ple is worth 71.EUR 700 mil­lion (four times more than Louis Vuit­ton – LV, first lux­ury brand) ac­cord­ing to the study by In­ter­brand. For the first time in 13 years has fallen the lead­er­ship of Coca-Cola and the spark of life by think dif­fer­ently. Be­fore LV, the 17th most valu­able, there are 11 brands re­lated to tech­nol­ogy.

Ap­ple was tech­no­log­i­cally un­beat­able un­til re­cently; now some­times yes and some­times not; in any case, there is a de­bate, and that is new. And, in the fu­ture, you will not be able to con­tinue com­pet­ing in the ter­rain of con­tin­ued ad­vances in tech­nol­ogy on the same prod­uct, as his faith­ful au­di­ence will not re­new with the de­sired fre­quency. The so­lu­tion, as be­fore other brands life­style.

The model 5 c sold less thought and the 5S, the ex­pen­sive, more. A colour­ful Parcheesi to 600 eu­ros (100 less than the ex­pen­sive), mo­bile does not oc­cupy any mar­ket seg­ment. More de­sign than tech­no­log­i­cal ren­o­va­tion. The com­pe­ti­tion the heels you in tech­nol­ogy, but not yet in the care with which in de­tail, from the pack­ag­ing to the own shows. Ahrendts don’t need to com­pli­cate your life with a smart su­per­reloj, one that send and re­ceive voice or­ders; just you or glasses, not so su­per­sonic as the Glass of Google, but with a sim­ple Blue­tooth that con­nect to mo­bile and jus­tify the logo on the rods. » Win fe­male au­di­ence. Tech­nol­ogy is not one of the pas­sions of women, but the smart­phone and the Tablet seems to Yes. Ap­ple has a fe­male au­di­ence faith­ful, but lit­tle ex­ploited. In fact, Mini tablet is the most sold in the world and with mostly fe­male au­di­ence. Ahrendts here will it be easy. Ac­count al­ready with a good logo and an at­trac­tive de­sign to ex­tend them to broader con­sumer goods. In all you can em­bed tech­nol­ogy and thus not to be­tray the ori­gins of Ap­ple.

Ap­ple has lost the abil­ity to mark step in tech­nol­ogy, be­cause com­pe­ti­tion con­tin­u­ally launches sim­i­lar de­vices. A line of ac­ces­sories would al­low you to be more pro­lific, at­tend more and var­ied pub­lic and out of slav­ery from a cal­en­dar of nov­el­ties where to lead the los­ing.

When Steve Jobs changed the col­ors Ap­ple by a sil­ver, he took the first step to make Ap­ple more than a fac­tory of com­put­ers. The next step is in 2007, co­in­cid­ing with the cre­ation of the iPhone, delet­ing the sec­ond word of the com­pany, «Ap­ple Com­puter«. The third step is Tim Cook. With the sign­ing of An­gela Ahrendts -Apple ded­i­cated to sell­ing smart­phones and tablets- shall be luxury and «LifeStyle«. ∎


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