While most of the tech and business press focused on the functionality of the Apple Watch (digital crown, battery life, taptic engine, yadda yadda…) discreetly milling around the event were the fashion press, invited by Apple’s new fashion and design team. The fact that Apple Watch comes in three distinct collections — Apple Watch, Sport, and Apple Watch Edition — mirrors how fashion targets different demographics and tastes with separate lines.
To date, merely owning an Apple iPhone or iPad says something about who you are. With only a few choices on colors (black, white, neon, etc.), the only way you could customize Apple products to suit your style was to entomb their beauty with covers and cases. These items lived in the back of the store, hung up as general merchandise and an add-on to the core experience of the products.
But with Apple Watch, Apple now has to change the shopping experience as well — and not just sell a luxury product but also create a luxury fashion experience. When Apple Watch launches next year, look for former CEO Angela Ahrendts to make her mark as the new head of Apple Store. Here’s the challenge — Apple Watch will launch with 3 collections, 2 sizes, and 6 bands styles in 18 colors, 2 sizes = 108 permutations of Apple Watch. An entire section of the store will be dedicated to people not just looking at the watches, but also looking at it on themselves. New salespeople will have to be hired — people who understand both technology and fashion. If you get a chance, go visit a Burberry store and marvel at the level of attention and discretion that is paid to you as you shop. Part of the fashion buying experience is knowing when to step forward and help — and also when to step back and wait.
The breakthrough of Apple Watch isn’t in its form or function — but the fact that wearable technology for the first time is truly being treated as a fashion item. I’ve been buying alternative holders and bracelets for my FitBit on Etsy, in a desperate attempt to marry my fitness and fashion goals — and left wholly unsatisfied with the experience. I’m looking forward to buying the Apple Watch — the actual act of buying it as I would an expensive purse or pair of shoes. When would I wear it? What image do I want to be sending when I’m wearing the watch — or not wearing it?
The Apple Watch is still in its 1.0 origins and it has a long way to go before it becomes a beautiful, desired item. And that’s a good thing, because Apple will need time to transform itself into the truly luxury fashion retailer and brand that it wants to be. At stake is Apple’s business model — Android will always be the low-cost leader so Apple has to continually deliver a premium experience to deserve the premium price it demands. I look forward to parting with a serious chunk of cash next year — but only if Apple Watch matches my new spring wardrobe.
While most of the tech and business press focused on the functionality of the Apple Watch (digital crown, battery life, taptic engine, yadda yadda…) discreetly milling around the event were the fashion press, invited by Apple’s new fashion and design team.
A key factor to creating and delivering a great customer experience is the ability of a company’s workforce to modernize, use new technology platforms to connect with each other and customers, and most importantly, adopt a new mindset of openness and transparency.
Take a look around our site today, you might notice a very subtle change. We’ve seen a lot of change in our industry, not to mention at Altimeter, since we started five years ago. It felt like the right time to refresh our brand.
As we launch into 2014, the analysts at Altimeter each pulled together a compilation of trends and issues they are watching closely this year.
Last year, we asked companies about their top social strategy priorities. The second top response was “Developing Internal Education and Training.” Yet, when we surveyed companies earlier this year, we saw that only 38% had any education program in place, beyond ad hoc efforts.
Each year, Altimeter surveys social strategists and executives, and shares our findings and analysis in Open Research reports. In our most recent report, we looked at our survey findings from the last four years, 2010 to 2013, to share our analysis of the state of social business.
I am thrilled to announce the promotion of Andrew Jones to Analyst at Altimeter.
Co-written with: Susan Etlinger, Rebecca Lieb, Andrew Jones, Linda Saindon, Brian Solis, and Ed Terpening The not-so-long awaited Twitter S-1 is out and now the intense scrutiny begins.
Jeremiah Owyang will be leaving Altimeter Group at the end of September to start a new company focused primarily on his passion for the Collaborative Economy.
As the founder of a small business, I know that the hiring and departure of each and every person makes a huge impact of the firm — and that this is an evitable part of the business.
Five years ago, I started a company. At the time, it was simply just me deciding I wanted to do something different. I learned it was by far the hardest professional decision I have ever made, to strike out on my own.
Altimeter continues to grow with the addition of Ed Terpening as Senior Consultant, where he will be leading Altimeter’s client engagements and develop Altimeter Academy the company’s new training offerings.
In 2011, the US hit a milestone — more than half of all adults visit social networking sites at least once a month. But when it comes to using social-networking technologies inside organizations, many business leaders are at a loss to understand what value can be created from Facebook-like status updates within the enterprise.
One question I frequently get is “How much should I be spending on social media?” The answer, of course, is it depends. This report looks at how 140 Social Strategists spent on social media in 2010 — and their plans for 2011 (read report).
I conducted the first of four Webinars on the ideas around “Open Leadership” and am making available the slides as well as a video recording. This Webinar laid out the reasons why open leadership is inevitable and required because of the adoption of social technologies.
Jeremiah Owyang and I held a webinar entitled “Developing A Social Strategy” that had over 495 participants asking very insightful questions — we had a great time sharing the information and got new ideas on how to develop our thinking as well.