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Apple Launches Fifth Avenue Retail Store
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Apple unveils its much anticipated retail store at Fifth
Avenue in New York City. Analysts said that Apple’s latest retail store showed
that its retail strategy was successful, despite the initial skepticism and
conflict with channel partners.
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On May 19,
2006, Apple Computer Inc. (Apple) launched a new retail store at Fifth
Avenue, Manhattan, New York City. Many of Apple’s fans braved the rain to attend the opening of the store at 6 p.m. EST.
The store, which had a 32 feet glass cube entrance with an Apple logo
suspended in it, was expected to be Apple’s most elegant retail store till
date. The store had a circular glass stairway and a cylindrical elevator
leading to a 25,000-square-foot underground space.
The store would provide Apple enthusiasts to preview and buy the
company’s most popular products like the iPod, iPod shuffle, iPod Nano,
iMac, and PowerBook laptops. |
Apple had plans to operate the store 24 hours a day
providing uninterrupted service to customers. Analysts predicted the launch of this store to be a
crowd-puller as Apple’s other retail stores.
Apple CEO Steve Jobs (Jobs) said,
“With outstanding service and an amazing location open 24 hours a day, we think
the Apple Store Fifth Avenue is going to be a favorite destination for New
Yorkers and people around the world.”[1]
Fifth Avenue had one of the highest tourist and retail traffic in the world with
famous up-market retail outlets like Saks Fifth Avenue, Prada, and Tiffany and Co.
Analysts mentioned that this store would give the Apple brand more visibility.
Moreover, they felt that the elegant store design would add to the company’s
image of having simple, user-friendly and aesthetically designed products. The
store was launched as part of Apple’s retail strategy, which had begun in 2001.
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Continued... |
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[1] “Apple Store set to open on New York's Fifth
Avenue,” www.tmcnet.com, may 18, 2006. |
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