Apple has once again lured a top executive from UK fashion retailer Burberry: following the hiring
a year ago of former CEO Dame Angela Ahrendts, the company has brought in former Vice President of Digital and Interactive Design
Chester Chipperfield from Burberry to work with the "Special Projects" group at Apple, which is likely to involve the forthcoming
Apple Watch. The company also
recently hired one of Burberry's social media executives, Musa Tariq, as it continues to build a team of expert fashion merchandisers.
According to Chipperfield's LinkedIn profile, he was highly involved in digital retail initiatives at Burberry as well as "responsible for User Experience and Digital Design for all channels," suggesting that his role might center around the Apple Watch's rollout on Apple's websites and online store. The product will undoubtedly receive its own category on the online store, and is also likely to be showcased at the company's physical stores -- though Apple's merchandising of the line
thus far suggests that it may seek partnerships with leading fashion and watch retailers for certain editions of the device.
To this point, Apple has focused on the fashion aspect of the Apple Watch, but the company also plans to make a fitness- and sport-centered edition as well, which may be marketed quite differently. Though Apple has been cagey about pricing and functionality thus far, the three main editions revealed so far suggest a tri-lateral approach; a
basic version for general use or application focus, a
sports model for health and fitness monitoring, and
high-end editions for fashion and executive appeal. The Apple Watch is said to debut at $300, with certain models (such as the all-gold version) priced significantly higher -- possibly into the thousands of dollars, a not-unusual price for even a non-smartwatch in those markets.
In addition to defecting Burberry executives, Apple has also brought
other talent from the watch and fashion worlds' leading lights on board, with hires from Yves St. Laurent, Tag Heur and Louis Vuitton among others. Reports have emerged that Apple is also seeking fashion-oriented talent for some of its flagship retail stores, probably in preparation for the Apple Watch and other future wearable products.
The Apple Watch itself is expected to debut alongside iOS 8.2, with current speculation placing the time-frame in the
second half of March. The device is highly customizable, with choices of metal for the unit itself and a range of materials and options for the watchband. The face, being an LED display, can also be customized.
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