Angela Ahrendts

Apple is the world's premiere smartphone brand, but that isn't a secure spot. To cement it, the Apple Watch-especially the gold one-aims to turn Apple into a luxury fashion and lifestyle brand. Apple's director of retail, Angela Ahrendts, has been down this road before, and I wouldn't discount her savvy in making that happen.

Before 2013 ended, Apple hired Burberry CEO Angela Ahrendts as new SVP of Retail and Online Stores.Burberry saw sales grow considerably under Ahrendts, and she’s already been quite active with Apple to achieve similar results, meeting with managers, visiting stores, and making changes within the retail executive team. Recently, she plotted out a three-part vision that includes mobile payments, emphasis on China, and changing the Apple Store sales experience.

Angela Ahrendts, the former CEO of Burberry was announced last year as the new head of Apple's retail stores, will start her position with Apple next week, the company said Wednesday on its quarterly earnings call.

Apple is reaching for the high-end, but not only with its products. The company has hired the CEO of Burberry, Angela Ahrendts, as its new Senior Vice President of Retail and Online Stores. In this position, Ahrendts will directly oversee expansion and operation of Apple retail and online stores. This is a big role, as Apple has been growing internationally over the past several years and has gained quite a large presence in China and other countries in the far-east.

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