Updated: Dec. 18, 2015
Originally Published: March 26, 2015
In an unexpected twist, Apple is stepping beyond its tech roots, as reported by 9to5mac. The company is training retail staff to offer fashion and styling advice to shoppers. Yes, you read that right!
This initiative comes as part of the Apple Watch launch, set for next month. Over the next two weeks, employees—those familiar faces in royal blue shirts wielding iPhones—will learn how to enhance customers’ wrist game by suggesting watch styles and band colors tailored to the lifestyle cues that customers display upon entering the store.
How intriguing! The Apple Watch is priced between $349 and a staggering $17,000, with options ranging from a sporty aluminum version to sleek stainless steel and even opulent 18-karat gold for the high-rollers (or those who just want to look the part). With a variety of bands available, this is where the fashion element enters the scene. Employees will transition from tech-savvy to style-savvy, engaging customers with questions like, “How do you envision using your Apple Watch?” “Which design resonates with your personal style?” and “Are you leaning towards leather or metal bands?”
Metal bands? Really? Are they including concert tickets with the purchase? Because that would explain the hefty price tag!
If that initial line of questioning wasn’t odd enough, Apple has also crafted several customer personas to help staff gauge shoppers and make comments such as, “Your style is fun! The Pink Sport band would suit you perfectly.”
Doesn’t this come across as a tad creepy? While I absolutely adore a good makeover narrative, and I typically cheer for Apple, this feels like a stretch. On the flip side, it could open up opportunities for fashion icons to explore tech—imagine Anna Wintour coding! I wonder if she has a preference for XML or HTML.
This article was originally published on March 26, 2015.
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Summary
Apple is expanding its retail experience by training employees to provide fashion advice alongside tech support as part of the Apple Watch launch. This initiative aims to create a chic shopping environment, blending technology with style. However, some may find the approach a bit unsettling.