14 DAY TRIAL // Apple’s senior vice president of retail and online stores has released a video message to employees explaining that they need to save their energy for the Apple Watch launch that will occur in Spring 2015, according to the newly-hired executive.
Transitioning to Apple over from Burberry earlier this year, Mrs. Ahrendts brings a wealth of experience in retail and marketing with a focus on promoting high-end, luxury items and wearables in general. Apple was in dire need of a retail boss, and they also needed someone to promote the Apple Watch not only as a device, but as an accessory too.
Ahrendts tells staffers to take a breath, but also buckle up
In a video message to retail employees, Ahrendts confirms that Apple has plans to release the watch in spring. Apple so far has stated that the device will be released sometime in early 2015. Mrs. Ahrendts’ claim rules out the possibility of seeing the wearable rolling out any sooner than March 2015.
A partial transcript of the message sent out to employees can be found below (emphasis ours).
“So, again, we do - you guys were hired because you’re the best people in the world. And you know how to service customers, but we are sprinting a marathon right now, and it’s not going to stop. Right? We’re going into the holidays, we’ll go into Chinese New Year, and then we’ve got a new watch launch coming in the spring. So I just, I really wanted to say, stop for a moment, take a breath.”
“Realize that every customer you touch - and again I know you know this, but you’re really busy - so just every customer that you touch, how do you make sure that they will walk away feeling very different, very positive, than before they walked into that store they interacted with you.”
Ahrendts' mission
The former Burberry CEO is now responsible for the operation and expansion of Apple’s retail and online stores. The new Apple executive is tasked with setting high standards for customer service, but also to forge clever partnerships with third parties for promoting Apple’s products.
For instance, Apple recently got its smartwatch on the cover of Vogue magazine in China, something that they probably wouldn’t have pulled off as easily without Ahrendts commanding the retail division.
The Apple Watch will start off at $349 in the States and will probably sell for similar money in Europe (€349).