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Apple to hire Burberry Chief Executive


Burberry Chief Executive Angela Ahrendts is to join technology giant Apple as the ‘Senior Vice President of Retail and Online Stores'.

The move was an unexpected one, with Ahrendts spending almost a decade at Burberry and being viewed by some as CEO material. However, Ahrendts, who led Burberry to revenue growth of 14% last year has decided to take on the challenge at Apple, whose sales have slowed significantly in recent years as the technology market has become more competitive, with key players such as Samsung taking a significant market share.

What makes the move even more interesting is that Apple recently hired former CEO of luxury fashion brand Yves Saint Laurent, Paul Deneve, potentially signalling a change in direction for the brand to place more of an emphasis on how fashionable their products are. This could especially be the case as the company is heavily rumoured to be preparing to enter the emerging ‘Smart Watch’ market, with the company being touted to release the ‘iWatch.’

Meanwhile, Burberry have announced that Ms. Ahrendts will be replaced as CEO by Christopher Bailey, who was quoted as saying he is “moved and humbled” to have been given the opportunity to lead the global fashion brand, whilst still retaining his responsibilities as Chief Creative Officer.

Moreover, Burberry Chairman, Sir John Pearce, moved to allay any fears over Ahrendts departure, describing it as ‘natural progression,’ and further hailing Bailey’s “vision and leadership.”

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