Apple is going from high tech to high fashion.
The iPad maker snagged Angela Ahrendts — who led the stunning turnaround of once stodgy British brand Burberry — to be its new head of retail. Ahrendts, 53, will report directly to Apple CEO Tim Cook.
The hire sparked chatter about what changes Ahrendts might have in mind for the gadget maker, which is under pressure to bolster its stock price and image amid a glut of smartphone and tablet makers.
Apple’s roughly 400 stores have lacked steady leadership for two years, fueling concerns that customers are getting bored with the same-old store experience.
Branding expert Allen Adamson said it makes sense for Apple to hire from the fashion world, given that industry’s experience turning stores into luxury shopping destinations. With everything a click away, including Apple’s gadgets, companies have to find new ways “to give consumers a reason to come to the store,” such as food and concierge services, he said.
Apple was a pioneer of this concept when it unveiled its glass-encased stores complete with “genius” bars to guide customers. But last quarter the company reported its first drop in store sales in four years.
Apple’s stock, which is down 6 percent year to date, closed up $2.64, or 0.53 percent, at $498.68 on Tuesday.
Ahrendts, who is set to start in the spring, fills a position that has been vacant since John Browett was pushed out last year after just six months on the job.
Browett replaced Ron Johnson, who left for struggling retailer JCPenney before he was ousted earlier this year for a botched turnaround effort.