NEW YORK — Apple, with sales of more than $2,000 a square foot, is bringing its retail formula to the Meatpacking District here.
To hear Apple executives tell it, the recipe is simple: make products that people want to buy.
"Every Christmas has a different flavor in terms of when [consumers] shop and what they buy," Ron Johnson, senior vice president of retail, said Thursday during a preview of the new store, which opens today at 401 West 14th Street. "The common denominator is that the most-wanted gifts get bought. The ones that are undistinguished are getting hurt."
Featuring iPods, iPhones and Macs, Apple stores were visited by more than 100 million people and did about $4.2 billion in sales in the fiscal year that ended in September, an increase of almost 24 percent from $3.4 billion the previous year.
With 25,000 square feet of selling space, the West 14th Street store is Apple's largest in New York City and the second-biggest in the U.S. after a unit on North Michigan Avenue in Chicago. The other Apple stores in Manhattan are at 767 Fifth Avenue and 103 Prince Street in SoHo.
The newest store is Apple's first on three levels. A dramatic circular glass staircase leads from the main floor to the third level, which is entirely dedicated to service. A 46-foot Genius Bar — the longest in Apple's retail chain — is staffed with technical experts who can assist 100 customers an hour. While the Fifth Avenue unit is open 24 hours, the Meatpacking District store will stay open every night until midnight.
Johnson said the store has the first Pro Labs, where customers can get free in-depth training on applications such as Final Cut Pro for filmmakers. "Who lives in this lower part of Manhattan?" Johnson said. "Creatives. They need a place to take their craft to the next level."
In terms of service, a concierge team will help shoppers navigate the store. Appointments can be made with personal shoppers — a free service.
Apple's ability to generate foot traffic may benefit neighbors such as Jeffrey New York, Alexander McQueen, Stella McCartney, Diane von Furstenberg and Hugo Boss, which is building a store next door to Apple.In terms of the design, "We tried to really respect the neighborhood....With the Highline [railroad trestle being converted into a park] coming and a lot of development, we think we're going to make the area better," Johnson said.
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)
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@carineroitfeld celebrated @crfashionbook’s first calendar last night with a dinner party at Spring Place in Manhattan. Photographed by @stevenkleinstudio, the calendar takes on a fitness theme and features @joansmalls, @gigihadid, @danielle_herrington_ – pictured here – and more. “[Carine Roitfeld] wanted me to feel sexy and she wanted me to be myself and feel it out on my own and do what I felt was right,” said Herrington, aka Miss October. #wwdeye
@saintrecords and @virgilabloh last night at @americanexpress’ “A Night With Success Makers” event. “I always bring it back to community because without that I wouldn’t have the courage,” said Knowles when asked how she has gotten where she is now. Read more highlights from their conversation on WWD.com. #wwdeye (📷: @lizdoupnik)
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@google released its report on the most popular search terms this year. For fashion brands, the list was led by @gucci, the luxury brand that stunned the market last October when it pledged to stop using fur. Runner ups were @supremenewyork and @fashionnova, along with more established brands like @louisvuitton, @chanelofficial and @ysl. #wwdfashion (📷: @aitorrosasphoto)
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)