Good Things Happen When You Get Retail Right

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There’s an interesting personal story embedded inside this New York Times article on Apple’s mastery of the retail space.

Two years ago, Isobella Jade was down on her luck, living on a friend’s couch and struggling to make it as a fashion model when she had the idea of writing a book about her experience as a short woman trying to break into the modeling business.
Unable to afford a computer, Ms. Jade, 25, began cadging time on a laptop at the Apple store in the SoHo section of Manhattan. Ms. Jade spent hours at a stretch standing in a discreet corner of the store, typing. Within a few months, she had written nearly 300 pages.
Not only did store employees not mind, but at closing time they often made certain to shut Ms. Jade’s computer down last, to give her a little extra time. A few months later, the store invited her to give an in-store reading from her manuscript.

Apple stores generate sales at the rate of about $4,000 per square foot a year, and now account for 20 percent of the company’s revenue.
Apple’s stock is up 135 percent for the year. By contrast, high-flying Google is up about 52 percent, while the tech-dominated Nasdaq index is up 12 percent.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.