Apple Inc. (NASDAQ:AAPL) has hired ex-Gap marketer as its new director of global marketing communications, reportedly to support its first ever wearable. This time it’s fashion industry executive Marcel Aguilar, who will manage the marketing efforts for publicizing the Apple Watch.
Massive and relevant experience
A report from Ad Age revealed that prior to working with Apple, Aguilar was the former senior global director of marketing communication at the multinational clothing retail chain The Gap Inc. (NYSE:GPS). Aguilar has a strong background in international marketing and worked with ad agency BBDO for seven years before joining The Gap. Also she traveled to China, India and Brazil while working with The Gap, and these markets are of significant importance to Apple.
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Aguilar was named 2013 AdAge Woman to Watch and has worked over the past three years to reorganize the Gap brand. She was brought into the company by Gap’s global CMO, Seth Ferbman, in a bid to revive the brand in the intensely competitive specialty retail space. Ever since Aguilar joined The Gap, the brand has won recognition for its fresh marketing, and sales have mostly revived.
Apple hires again from fashion world
At Apple, Aguilar will supervise the launch and marketing of the Apple Watch, which was unveiled along with the iPhone 6 and iPhone 6 Plus, although it won’t come out until next year. The Apple Watch is not just a device; Apple is positioning it as a fashion accessory that can be paired with the iPhone and also be used as a health and fitness tracker.
This is not the first time when the Cupertino, Calif.-based company has hired a fashion industry executive. Its previous hires include Burberry CEO Angela Ahrendts as retail ahead, former Yves Saint Laurent CEO Paul Deneve to work on the company’s special projects, and former Tag Heuer sales executive Patrick Pruniaux. Additionally, the company has hired industrial designer Marc Newson, who partnered with Apple design chief Jony Ive for a long time and had also designed some timepieces.
There is no clear consensus in the fashion world about the Apple Watch design, with some being satisfied, while others are suggesting that the device is not designed as expected. There were a few fashion industry experts who told Reuters that the device is better in looks than Samsung’s and LG’s watches.