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.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia