The news today that Blackberry was teaming up with Mercedes for some F1 branding because, RIM’s chief marketing officer told the FT, both are “at the beginning of a journey to reclaim the top position”, is interesting. But it seems to me, if this brand really wants to catch up with its competitors, especially Apple, what it needs is a creative director: a design mind, and, potentially, a famous one at that. Marc Newson, anyone? That would be a game-changer.
Jony Ive is not exactly a secret weapon: we all know how important his aesthetic skills were to Steve Jobs’ crafting of Apple’s identity and success in convincing consumers that electronics are actually fashion/luxury items. I never fail to understand how another company has not seen this and one-upped them by officially appointing a designer of their own. Read more
I greeted my colleague Richard Waters’s column today on the new mini Ipad – Apple’s equivalent of a mini-clutch – with a roll of the eyes. Not because it demonstrates yet another way in which the tech giant is mimicking the fashion world (by filling out their accessory offering), but because a recent experience has me thinking that maybe Apple has not learned its fashion/luxury lesson as well as this might suggest. Read more
Reading my newspaper over coffee this morning, I almost fell out of my chair while perusing a tech story on Google, Amazon et al, which ended with the following observation: “Google, Microsoft and Amazon all have the potential to adopt Apple’s vertical model of combining software, services and hardware to gain complete control over the design and function of future mobile devices.” Because the thing is, dear reader, it’s not “Apple’s approach” exactly – or it is, but Apple got it from somewhere else first. And where would that be? Fashion, of course.
The assertion that exclusivity is no longer a criteria for luxury came from PPR chief Francois-Henri Pinault when he opened our luxury conference last Thursday, and I have to say, it made me sit up in my seat. Not that that was the only striking insight to come out at the end of last week. Here, in no particular order of importance, are the top five items that stayed with me the most Read more
And so Apple is getting the final ingredient in the arsenal of a luxury brand: a fragrance. Admittedly, it wasn’t developed by the company itself; it was commissioned from a scent manufacturer called Air Aroma by an Australian art collective called Greatest Hits as part of a gallery installation. Still, it pretty much confirms what we already knew about that brand: that it has transcended tech to become part of an individual’s socio-political identity — and hence open to artistic commentary. Now, what’s Apple going to do about it? After all, it may sound conceptual, but I think it has quite powerful real-world applications. Read more
When the iPad 3 went on-sale at midnight last friday night it provoked the usual frenzy — miles of lines, ecstatic buyers — as well as one very interesting blog that somehow seems to have fallen through the cracks over the weekend. It takes a good, analytic look at the general perception that Apple is a luxury brand and points out that it does tick all the luxury boxes save one: exclusivity. But here’s what I wonder: is exclusivity really a luxury value these days?
The amount of attention paid to the appointment of Dixon’s ceo, John Browett, as Apple’s new head of retail has been interesting. After all, how many times does the announcement of the guy running stores at even the biggest companies merit this many column inches? Put another way: I’ll give you a hundred bucks if you can tell me who runs retail for Louis Vuitton? Ferrari? Gucci? Nike? Tiffany? Actually, that was a joke, but you get the point.
I was struck this morning by the news that Ron Johnson, head of retail at Apple, is becoming CEO of JC Penney. He’s the third fashion CEO I’ve heard of that got his start at Apple, and learned according to The Book of Jobs. Think that’s a coincidence? I don’t.
Just in time for the new year, Boston Consulting Group has come up with a new definition of the luxury industry. It’s mega.