Ahrendts Brings Luxury Positioning to Apple: Perry

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Oct. 15 (Bloomberg) -- Allegra Perry, managing director at Cantor Fitzgerald, examines the departure of Burberry CEO Angela Ahrendts to become senior VP of retail and online business at Apple and what it means for both companies going forward. She speaks on Bloomberg Television’s “The Pulse.”

Knows the young people, she also bring something sexy that she has brought to the burberry stores.

Over the years, we have seen a number of lateral moves which speaks to the importance of brand management.

At the end of the day, this is another fantastic brand.

It is in a different segment, what it captures a lot of the things that burberry does.

It has a lot of the same ethos and similarities that you would not necessarily think of.

Over the last few years, clearly and let has -- angela has completely innovated on the digital front.

She has really introduced digital to luxury.

She has emerged those two words -- those two worlds in a way that seems very natural.

How crucial is it that apple gets this right?

They have had a hole in the retail space.

They had the horrendous hiring, the first tim cook heavyweight hire.

How crucial is it that he gets this higher right -- hire right?

I imagine this is a critical move.

The retail side is critical for the company.

Angela rings with her -- brings with her the luxury positioning for a brand.

She has done that so well with her bury -- with burberry.

And transforming the digital platform.

Not necessarily complementary.

She has managed to elevate the brand so much over the last seven years.

I would imagine she will bring a lot of her earnings from burberry over to apple and apply them and have similar success.

What does this mean for burberry?

Christopher bailey has had great success as a creative director.

They will be giving him a year to settle in to see if he is the right guy for the job.

Anytime you have a ceo who has accomplished so much and is so well respected depart, you will have some amount of risk.

In this case, it was somewhat unexpected that she left when she did.

Christopher bailey has had -- has been more involved than your traditional designer and has had to do a number of things on the business side of it.

That suggests he is already a step ahead.

That said, it is somewhat of a leap for where he is going.

Uncertainty is going to weigh on the shares in the near-term.

We will have to see.

It is not just one person.

There will be a team behind him.

The coo role has done a great job.

There is depth of talent.

Ultimately, they managed to keep him, which is important for this company given how critical he has been to the success of the brand.

Or now, this is probably the best they could do in terms of keeping him on board and giving him a chance to take the brand to the next level.

Thank you so much.

This text has been automatically generated. It may not be 100% accurate.


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