When I first heard that Angela Ahrendts, CEO of Burberry, was moving to Apple, I thought they'd make a mistake. Surely they meant to recruit somebody from Blackberry? But no - Apple wanted talent from a crisp British fashion brand, not an overripe tech firm. Then I read that Ahrendts would head Apple's bricks and mortar and online retail operation, and it all began to make sense. Like most luxury firms, Burberry adds value through "experience", whether it's a well-designed retail space or a fashion show streamed live to your computer. You're not just buying a raincoat - if you are, there are far cheaper brands - but a hip image you can wrap around your body in order to feel better about yourself.
Which is kind of where Apple is going. As its products struggle to compete with lower-end Android driven models, it is evolving into a lifestyle brand. The products are still important at the core, but they're swathed in cool design, slick buying experiences and customer service. After all, you don't visit an Apple store to replace your lost cable. You go to snuggle up to the Genius Bar. Plus, Ahrendts is a woman with a background in fashion, so she can attract that desirable female demographic by adding a bit of chic to the geek. Finally, we all know that the future is about wearable technology. Take a couple of letters out of trench coat and you get a tech coat.
