TRENCHCOATS TO TECH: Burberry's CEO Jumps To Apple Retail

Today's intriguing behind-the-scenes news has Burberry CEO Angela Ahrendts stepping down next year to join Apple as Senoir Vice President of Retail and Online Stores. Ahrendts duties at Burberry will be assumed by the brand's chief creative officer Christopher Bailey, making him the rare luxury brand designer who is also its CEO. The long lead time indicates that her departure from Burberry is amicable.

Ahrendts fills the position that has been vacant for a while after last year's brief tenure of John Browett, whose stewardship of Apple's retail division was marked by cost-cutting, hiring freezes and an intense focus on profit margins that threatened the stores' renowned service levels and rankled longtime store managers. Ahrendts' deep background in luxury fashion and retailing should give her a strong sense of customer service. She is not the only high profile hire that Apple has made from the fashion world recently. In July, Apple hired Yves Saint Laurent CEO Paul Deneve as Vice President of Special Projects, which tells us that not only does Apple see itself in the same category as international luxury brands, but fashion people on the other side see it the same way as well.

Apple hires Burberry CEO Angela Ahrendts to lead retail efforts (AppleInsider)