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Former Apple retail chief John Browett now CEO of UK chain

post #1 of 33
Thread Starter 
After being ousted from Apple in October, former Vice President of Retail John Browett has taken a new job as chief executive at UK-based women's fashion chain Monsoon Accessorize.

Browett


At his new post, Browett will be in charge of more than 1,000 stores, over 350 of which are located in the UK, as well as daily the operations of the High Street retailer, reports The Financial Times. As noted by CNET, the number of Monsoon Accessorize outlets is well over double that of existing Apple Stores.

Founder of Monsoon Accessorize Peter Simon said the company searched extensively for a new CEO before settling on Browett.

"John has the skills and experience needed to take Monsoon Accessorize to the next level," Simon said.

Browett, whose short tenure at Apple was marred by a number of reported missteps, was hired by Apple in January 2012 after working as CEO for European technology dealer Dixons. He was fired from his Apple post in October after, just six months after he began work in April.

During his short stint, a number of reports from employees found the executive to be more focused on profit margins than offering the hallmark "Apple Store experience" that made the tech giant's retail outlets popular. Browett purportedly drew complaints from Apple Store employees after initiating a hiring freeze in August and scaling back working hours for part-time personnel.

For his part, Browett said the firings and time cuts were a "mistake," and claimed he would reverse the changes.

Apple is still in the process of finding a suitable replacement to head its retail sector.
post #2 of 33

Sounds more suitable.

post #3 of 33
Quote:
Originally Posted by AppleInsider View Post

"John has the skills and experience needed to take Monsoon Accessorize to the next level," Simon said.
 


By how?  Trying to take a (possible) money-making store and cutting customer service and ruining employee morale?  Is that how?  If so, I give him 12-18 months.

post #4 of 33

It sounds like this is a more suitable role for him. Wish him luck.

post #5 of 33
Quote:
Originally Posted by AppleInsider View Post

"John has the skills and experience needed to take Monsoon Accessorize to the next level," Simon said.
 

 

 

Sounds similar to what Tim Cook told me last year! "...its(sic) to bring Apple to an even higher level of customer service and satisfaction."

 

Well he failed at that, actually started to do the reverse.

post #6 of 33

I'm sure he'll do very well in Women's Clothing...

post #7 of 33
Quote:
Originally Posted by markcu View Post

I'm sure he'll do very well in Women's Clothing...
Yes... Not that I give a shit.
post #8 of 33

A lot of people dislike Browett but if you go to any Apple retail store nowadays, you'll know that he actually was right in the need to cut people, just poor timing and execution. 

 

Simple put, there's way too many employees standing there in the store chatting with each other nowadays because there's just not as many customers as before. And I'm talking about the busiest hours during weekends/holidays, not just normal quiet day. 

post #9 of 33
Originally Posted by drobforever View Post

…because there's just not as many customers as before.

 

How could you come to this conclusion?

post #10 of 33
Quote:
Originally Posted by Tallest Skil View Post

 

How could you come to this conclusion?

Not by reading this, surely:

 

http://www.asymco.com/2013/02/13/tim-cooks-comments-on-apple-stores-illustrated/

post #11 of 33

Former Apple retail chief John Browett now CEO of UK chain:

 

Layoffs to follow shortly...

Smoke me a kipper. I'll be back for breakfast.
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post #12 of 33
how is it Ahole's like this always manage to move foward even as eff-up everything they touch?
post #13 of 33
Quote:
Originally Posted by drobforever View Post

A lot of people dislike Browett but if you go to any Apple retail store nowadays, you'll know that he actually was right in the need to cut people, just poor timing and execution. 

 

Simple put, there's way too many employees standing there in the store chatting with each other nowadays because there's just not as many customers as before. And I'm talking about the busiest hours during weekends/holidays, not just normal quiet day. 

 

your right but your wrong. I have seen that and then a day later, same store, same time all those people are booked. There are ebbs and flows and you need to have people when you need to make the sale.

 

If your short staffed someone your paying $8 an hour and it costs you a $2000 sale, how is it smart?

 

The cost / benefit ratio of staffing averages out over the year, not any given day. Not unless you are totally seasonal. Apple isn't. They have the highest profitability per square ft in retail.

 

If their service is not top notch and they lose a customer, they never get them back. Just look at Circuit City, Comp USA, and now Best Buy. 

 

Apple' store is the face of the company. You and Browett would give it a black eye to be penny wise, pound foolish

post #14 of 33
Quote:
Originally Posted by drobforever View Post

A lot of people dislike Browett but if you go to any Apple retail store nowadays, you'll know that he actually was right in the need to cut people, just poor timing and execution. 

Simple put, there's way too many employees standing there in the store chatting with each other nowadays because there's just not as many customers as before. And I'm talking about the busiest hours during weekends/holidays, not just normal quiet day. 

Yep. No one goes there anymore because it is too crowded. I never see much idle chit-chat and the store are packed starting at open.
post #15 of 33
Quote:
Originally Posted by drobforever View Post

A lot of people dislike Browett but if you go to any Apple retail store nowadays, you'll know that he actually was right in the need to cut people, just poor timing and execution. 

 

Simple put, there's way too many employees standing there in the store chatting with each other nowadays because there's just not as many customers as before. And I'm talking about the busiest hours during weekends/holidays, not just normal quiet day. 

I'm impressed.  There are around 400 stores worldwide and you know the state of every one of them.  Do you monitor all the stores as a hobby?  Or perhaps you just full facts out of thin air to sound authoritative?

post #16 of 33
Quote:
Originally Posted by dmarcoot View Post

how is it Ahole's like this always manage to move foward even as eff-up everything they touch?


I don't know how old you are, but really?  You are wondering about this fundamental truism of life?  It's kind of the law of the jungle in most corporations.  Why do you think Dilbert exists as all?

post #17 of 33
Good luck to the UK chain that 'settled' on Browlett. He certainly wasn't Apple material.
post #18 of 33

Mock Browett all you want, but the guy MUST have some merit and some skills if he keeps getting hired by massive companies as a CEO- and so soon after being let go.  There's a shitload of qualified people out there, so I'm assuming he must bring something to the table. 

post #19 of 33
Quote:
Originally Posted by drobforever View Post

A lot of people dislike Browett but if you go to any Apple retail store nowadays, you'll know that he actually was right in the need to cut people, just poor timing and execution. 

 

Simple put, there's way too many employees standing there in the store chatting with each other nowadays because there's just not as many customers as before. And I'm talking about the busiest hours during weekends/holidays, not just normal quiet day. 

 

Complete bullshit. I've been to 4 different Apple store this past month in different cities, and they've all been as busy as I've ever seen them. But hey, noone said that facts are required to troll. 

post #20 of 33
Quote:
Originally Posted by markcu View Post

I'm sure he'll do very well in Women's Clothing...

LOL. John Browett in women's clothing. That'll be the day.

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"Apple should pull the plug on the iPhone."

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post #21 of 33
At least he got to put Apple on his resume.

"Apple should pull the plug on the iPhone."

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"Apple should pull the plug on the iPhone."

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post #22 of 33
Quote:
Originally Posted by sflocal View Post


By how?  Trying to take a (possible) money-making store and cutting customer service and ruining employee morale?  Is that how?  If so, I give him 12-18 months.

and a smart company would realize this sooner and fire him in 6 months

post #23 of 33
Quote:
Originally Posted by dmarcoot View Post

how is it Ahole's like this always manage to move foward even as eff-up everything they touch?

It's not what you know, it's about who you know.
Quote:
Originally Posted by Suddenly Newton View Post

At least he got to put Apple on his resume.

For 6 months. That will be viewed as a job-hopper - not a good thing.
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I’d rather have a better product than a better price.
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post #24 of 33
Quote:
Originally Posted by Slurpy View Post

Mock Browett all you want, but the guy MUST have some merit and some skills if he keeps getting hired by massive companies as a CEO- and so soon after being let go.  There's a shitload of qualified people out there, so I'm assuming he must bring something to the table. 

 

Qualified and experienced people? The pool is smaller than you'd think.

post #25 of 33
Quote:
Originally Posted by Slurpy View Post

 

Complete bullshit. I've been to 4 different Apple store this past month in different cities, and they've all been as busy as I've ever seen them. But hey, noone said that facts are required to troll. 

Wow, so you've visited 1.013% of Apple's 395 worldwide stores in 1 month and, without any actual visitor numbers, just your own vague sense that they are busier than you've known them before, that gives you enough evidence to call someone else out on a BS statement? Amazing.

 

But hey, no-one said that facts are required to troll.

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"If you put your mind to it, you can accomplish anything" Robert Zemeckis/Bob Gale/Robert_E._Lee
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post #26 of 33
Quote:
I don't know how old you are, but really?  You are wondering about this fundamental truism of life?  It's kind of the law of the jungle in most corporations.  Why do you think Dilbert exists as all?

 

Not a truism of life; a truism of capitalism which is explicit about its self-interested incentives that amplify and promote avarice, while doing everything to eliminate any check on this unintended but very real side effect.

 

This is motivating the manipulation of AAPL, which is consistent with YouTube footage of Jim Cramer advising influential people to lie to move market prices in their favor.  Strict, short sighted self interest says this is the right thing to do.  And even if it didn't, those who do will "win".

 

There's something about Apple that rubs this hard right Libertarianism the wrong way (you hear it in all of the resentment expressed over "walled gardens" as a principle, etc).  Apple is not primarily motivated by self interest and a desire to accumulate wealth, even if it is forced to operate under that paradigm because we live under capitalism.  Apple is motivated by people who are passionate about excellence in the user experience of technology.  When that ceases to be the case, then Apple will be governed by the same determinants as its unremarkable (and parasitic, when you think about the importance of rapid technical progress) "competitors".

 

For these reasons, absolutist competitive capitalists will always (subconsciously) bristle at Apple and its culture, and fail to understand why it is successful.  And thoughtful people who recognize in Apple's products its higher motivation will have a gut feeling they are arguing with sociopathic sophists when they have to defend it.

post #27 of 33

long may he rot there.

>>< drow ><<
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>>< drow ><<
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post #28 of 33

You know how he got this job, he lied, he probable told them he was set up for failure. The conversation with the new company went something like this...

 

"Apple told me cut costs and I did as they asked and when the out come was not what Apple wanted they fired me publicly as to remove themselves from the blame"

 

This new company bought it hook line and sinker and hired him since they feel bad how Apple treated him.

 

In reality this this guy was was brought in to grow the retail earnings. However, he had no clue how to grow anything including a plants he began cutting everywhere to in hopes to drive up margins and Cook would be happy with his pruning job on the apple tree of money.

post #29 of 33
Originally Posted by Mobius View Post
Wow, so you've visited 1.013% of Apple's 395 worldwide stores in 1 month and, without any actual visitor numbers, just your own vague sense that they are busier than you've known them before, that gives you enough evidence to call someone else out on a BS statement? Amazing.

 

But hey, no-one said that facts are required to troll.

 

You saw this, yes?

 

post #30 of 33
@drobforever they need to have more guys dedicated to customer support. Right now, it's a scandal to be under AppleCare, have your machine useless due to whatever, and be told "you can have a meeting with a Genius in three weeks". What the Hell, Apple, step your game up!

Social Capitalist, dreamer and wise enough to know I'm never going to grow up anyway... so not trying anymore.

 

http://m.ign.com/articles/2014/07/16/7-high-school-girls-are-kickstarting-their-awa...

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Social Capitalist, dreamer and wise enough to know I'm never going to grow up anyway... so not trying anymore.

 

http://m.ign.com/articles/2014/07/16/7-high-school-girls-are-kickstarting-their-awa...

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post #31 of 33
Quote:
Originally Posted by dmarcoot View Post

 


If their service is not top notch and they lose a customer, they never get them back. Just look at Circuit City, Comp USA, and now Best Buy.

This ^

 

I was several times in Paris' Apple Stores (three of them) and service was dismal, due to massive amounts of people, and insufficient salesmen/Geniuses.

I'm not alone to have had issues, and several of these people bought non-Apple hardware due to "DELL's service, at least, is stellar". YMMV, but fact is they left and are not coming back any time soon...

Social Capitalist, dreamer and wise enough to know I'm never going to grow up anyway... so not trying anymore.

 

http://m.ign.com/articles/2014/07/16/7-high-school-girls-are-kickstarting-their-awa...

Reply

Social Capitalist, dreamer and wise enough to know I'm never going to grow up anyway... so not trying anymore.

 

http://m.ign.com/articles/2014/07/16/7-high-school-girls-are-kickstarting-their-awa...

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post #32 of 33
Quote:
Originally Posted by Mobius View Post

Wow, so you've visited 1.013% of Apple's 395 worldwide stores in 1 month and, without any actual visitor numbers, just your own vague sense that they are busier than you've known them before, that gives you enough evidence to call someone else out on a BS statement? Amazing.

 

But hey, no-one said that facts are required to troll.

 

Well, that's more than you, who just pulled the "fact" that Apple stores are seeing less visitors right out of your ass. Oh, there's also the hard data, numbers, stats that show in no uncertain terms that visitors to Apple stores are increasing. Again, just go troll somewhere else- the lies you spout are neither original or entertaining. 

post #33 of 33

 

Can anyone overlay the number of Apple stores each year on top of that graphic?   More visitors doesn't tell us anything without knowing how many more stores there were.  (I'm sure it's gone up in any case.)

 

Interestingly, in the US, phone carriers and large retailers compete a lot with Apple stores:

 

Quote:

"Apple sold just 21 percent of iPhones purchased between December 2011 and August 2012, according to a study by Consumer Intelligence Research Partners (CIRP). Indeed, AT&T outlets sold 28 percent and Verizon sold 26 percent of iPhones. Sprint recently said it sold more iPhones than Apple Stores."

"As for iPads, Best Buy and Amazon combined sold nearly as many as Apple’s 250 US stores.

"Mac sales was the only segment Apple Stores dominate, selling 47 percent of computers during the period, according to CIRP figures. Retail giant Best Buy was the next closest, selling 27 percent.

"It’s easy to forget Apple has relatively few retail stores."


- Majority of iPhone sales NOT from Apple stores

 

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