The control freak formula at Apple and Burberry; Ahrendts’ move demonstrates how the strategies of the two groups are related
October 17, 2013 Leave a comment
October 16, 2013 7:01 pm
The control freak formula at Apple and Burberry
By John Gapper
Ahrendts’ move demonstrates how the strategies of the two groups are related
To tour the Burberry flagship store on London’s Regent Street – with its beautifully stacked clothes, its “magic mirrors” that illuminate with runway images, its signs in Arabic for Gulf tourists and its “VVIP” room on the top floor – is to enter as sweet a world as Willy Wonka’s chocolate factory. Its Wonka is Christopher Bailey, Burberry’s chief creative officer, and designer of all the contents, including a £70,000 “limited edition” white alligator skin jacket. His theatre of luxury is a few notches up the price scale from the nearby Apple store, outside which a queue formed yesterday for the iPhone 5s, but they are related. Read more of this post







