Apple has scrapped its usual routine for releasing products with its new device, the Apple Watch. The company is instead taking a page from the playbook of another industry: luxury goods makers.
Gone are the long lines in front of Apple stores that would accompany a typical iPhone release. Gone is the flooding of a vast worldwide distribution network where Apple would make a new iPhone available. The company is selling the Apple Watch, which goes on sale on Friday, in just nine countries and exclusively through its own channels, not through third-party retailers like Best Buy. In contrast, Apple unveiled new iPhones in September in more than 30 countries and in numerous retail outlets.
For the first time, Apple is also bringing personal attention and tailoring into the mix through a process for trying on the watch. While consumers typically couldn’t touch a new Apple device until it was publicly available, the company this month began inviting customers into its stores to see, wear and feel the watch
Evan
Weissbrot, a 33-year-old watch collector, experienced the sneak preview
firsthand. After he arrived at the Apple Store in SoHo on April 11, an
Apple employee took Mr. Weissbrot to a station and unlocked a drawer
containing a variety of the watches. In between small talk, the employee
showed Mr. Weissbrot different straps and cases — and even let him
check out the gold watch, which costs more than $10,000 and typically
requires a separate appointment to try on.
The
amount of personal attention and the allure of the process “was a rip
directly from a high-end watch store,” Mr. Weissbrot said.
All
of this echoes the tactics of luxury goods makers like Burberry and
Hermès. Giving consumers an early peek before they buy things is a
familiar strategy in the fashion industry — as, increasingly, is
tempting early adopters with the bonus of circumventing the shop. When
Burberry shows new lines of clothing and handbags on the runway,
the company lets customers order select items immediately after the
show for delivery even before the products arrive in stores.
Apple
also appears to be mimicking the scarcity-creates-desire approach, one
that has served Hermès well with items like the Birkin and Kelly bags.
They are rarely in stock, and customers sometimes wait months to receive
one. That strategy has also worked for companies like Ferrari, which
has loyal customers who pay thousands of dollars just to get on a list
to wait as long as a year to own the next hot Italian sports car.
“They’re definitely treading on new territory,” Milton Pedraza, chief executive of the research firm the Luxury Institute, said of Apple. While high-end fashion brands, jewelers and luxury car brands often use
selectivity and personal attention to generate interest when a product
makes its debut, it is new for Apple, a company whose products typically
speak to an enormous consumer audience as opposed to a privileged few,
he said.
The strategy is a deliberate move by Timothy D. Cook, chief executive of Apple, and Angela Ahrendts,
the company’s retail chief and a former chief executive of Burberry, to
lay the groundwork for a successful introduction of the watch. The
watch is the first entirely new device Apple has introduced under the
leadership of Mr. Cook, who took the helm in 2011, and brings the
company into the fashion market, as well as the luxury market, with the
18-karat gold version of the watch.
In
a recent letter to Apple’s retail employees, Ms. Ahrendts said the
company needed to come up with the preview approach for selling the
watch because “there’s never been anything quite like it.” In the memo, which was cited by the blog 9to5Mac, she said it was unlikely that people could buy the watch at Apple stores before June because of supply constraints.
An Apple spokeswoman, Amy Bessette, said Ms. Ahrendts was not available to comment on the retail strategy for the watch.
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Write 200 words why you would or wouldn´t like to buy this gadget.