Apple is continuing to make hires from the retail/fashion industry, most recently taking on Marcela Aguilar, former senior global director of marketing and communications at Gap. According to Ad Age Aguilar will be taking on the role of director of global marketing communications at Apple.
Apple has been snapping up several employees with both retail and fashion experience as it prepares to launch its new Apple Watch, which it it is aiming to position as a fashion accessory. The Apple Watch, which the company calls the "most personal product" it's ever made, is available in two sizes with several different casings and a wide array of band options.
Prior to joining Apple, Aguilar worked on reimagining the Gap brand, increasing sales and introducing "fresh marketing." According to Gap's Global CEO, Aguilar was a "major part of the journey to return the brand to iconic status."
"Apple is getting a tested professional. Working on a major American brand like Gap means you are on a big stage, in bright lights, every day. That experience is priceless, and Apple demands people who know how to play at a high level," Mr. Farbman added. "Also, her experience in simply communicating the value of meaningful design and developing ideas that create an emotion -- rather than just communicate a product benefit -- should serve her well at Apple."
Along with Aguilar, Apple's other prominent fashion-oriented hires have included Angela Ahrendts, the former Burberry CEO who now serves as Apple's retail chief and Paul Deneve, former Yves Saint Laurent CEO who now works on "special projects." Apple has also picked up Patrick Pruniaux, a former Tag Heuer Sales Director, and Musa Tariq, Nike's former director of social media and community. Most recently, the company hired famous designer Marc Newson, who will be working under Jony Ive.
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Boosting gender diversity for external metrics - not good. Boosting diversity because it makes the company better, it helps them "think different" and because it reflects Apple's core values - that's good.
They're hiring her cause she's a mate of a mate