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Why is Apple hiring luxury fashion execs? It wants to be a lifestyle brand

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Reblogged from Gigaom:

Apple's hire of Angela Ahrendts, CEO of British fashion label Burberry, has both tech and fashion audiences talking. Ahrendts, who’s set to leave Burberry in mid-2014 to take over Apple’s retail and online stores, led the company’s turnaround from a staid, old-fashioned trench coat brand to a respected global luxury brand known for digital innovation.

Ahrendts is the second luxury-industry chief to join Apple (s AAPL) this year.

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