Apple Looks to Fashion World for iWatch Rollout
As intrigue builds around the mystery wearable product Apple is rumored to be launching next week, a new thread has been added to the story: high fashion.
According to a new report, fashion journalists have been invited to Apple’s Sept. 9 event, a move that hints that the rumored iWatch will not only be targeted toward gadget geeks, but to mainstream, fashion-conscious consumers as well.
In a report from Reuters, a Marie Claire magazine staffer, and Apple event first timer, assumed that her invitation was linked to a wearable device release, saying, “This suggests Apple is serious about tapping into the fashion world, which often sits on the sidelines.” Similarly, the editor of fashion news website Fashionista was also invited to the event, according to the report.
A number of fashion industry luminaries are already buzzing about the rumored Apple device, including Project Runway judge Nina Garcia, who interrupted her Fashion Week musings to weigh in on the rumored device.
Great article by @VVFriedman about Fashion Week and wondering the same … Will be Apple the “fashion” brand of the season with the iWatch?
— Nina Garcia (@ninagarcia) September 4, 2014
Echoing the sentiments of Apple design chief Jony Ive, who reportedly recently opined that the so-called iWatch would cause problems for Switzerland, the high-end watch making capital of the world, the Financial Times published a story on Friday that offered a peek at what the watch industry is thinking in the run-up to Sept. 9.
“We are not competing for the same market,” Aldo Magada, Chief Executive of Swiss watchmaking company Zenith, told the paper. “Wearables buyers look to a smartwatch for specific information and digital features, while customers of classical luxury watches seek technical performance, craftsmanship and design.”
But that supposed gap between technology consumers and luxury consumers that Magada seems so confident about remaining static appears to be exactly the space Apple is looking to inhabit.
From the hiring of Angela Ahrendts, the former CEO of Burberry, to the hiring of Jean-Claude Biver, the former head of LVMH’s luxury-watch division, which includes Swiss brands TAG Heuer and Hublot, the next product from Apple is poised to get a fashion-industry style roll out on par with any of the top brands on the planet.
And although the invitation comes during New York’s Fashion Week, the busiest time of the year for most fashion editors, it will be difficult for some to resist flying to California to attend the possibly industry-changing event.
All signs point to a device that will be heavy on technology and style, but for the next couple of days, all those fashion industry Apple invitations are just more fodder for the rumor mill.
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