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Apple confirms first flagship store in Singapore

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Apple has confirmed that it will be opening its first Southeast Asian flagship store in Singapore.Senior vice president of retail and online stores Angela Ahrendts confirmed to Marketing that Apple has started hiring staff for the Apple Store.She said: "We are thrilled to begin hiring the team that will open our first Apple Store in Singapore - an incredible international city and shopping destination. We can’t wait to deliver the service, education and entertainment that is loved by Apple customers around the world.”An Apple spokesperson clarified to Marketing that no official announcements have been made regarding the location and the date of opening for the store. This is in spite of speculations of Apple replacing Pure Fitness’ Knightsbridge branch at Orchard Road.Apple’s decision to launch a brick-and-mortar store comes at a time when retailers are flocking into the online space to get a bite out of the e-shopping craze. Apple’s popular reseller EpiCentre for example has been ramping up its approach to omni-channel marketing in a bid to boost sales both online and offline.  Moreover, with the advent of e-tailers such as Zalora, Lazada and Alibaba dominating the online shopping arena, brick-and-mortars stores have been scrambling for fresh retail ideas to stay afloat.So why has Apple only decided to launch a flagship store now?Chris Martell, managing director of Geometry Global Singapore, highlights the strategic nature of this store opening.With Singapore seen as the being as the forefront of technological infrastructure, it comes as no surprise that the city-state was chosen as Apple’s key hub for their Asian business. Martell said that Apple’s decision to move back much of it regional marketing function back to Singapore’s shores over the last two years is a signal of its renewed excitement for the country.Martell explained, “Singapore remains a key shopping destination in Asia - and globally - drawing large numbers of visitors each year. As such any flagship opening will gain attention both in business and consumer press far beyond Singapore’s borders.”Since most Singaporeans are very early adopters of all things tech, Martell predicts that that the store will see big queues of loyal fans each time a significant product launches: “This in turn will drive column inches in Asia. I’m sure I’ll also sneak a visit once it is opened!”When asked how competitors might respond to Apple’s big move, Martell said: “It will be interesting to see if other tech brands look to either follow suit and open flagships or upgrade existing flagships although the focus on flagship stores in tech has waned a little over the last few years.”“The focus for most tech brands at the moment is maximising the opportunity along the O2O journey not just at bricks and mortars. But Apple does do flagship stores very well – getting the balance right between hands on experience, awesome customer service and a good focus on sales.”Meanwhile, Nick Foley, president, SE Asia Pacific & Japan, Landor, thinks that Apple’s move is well overdue. Anointing Singapore as the “City of Brand Cathedrals”, Foley said a prominent brand like Apple needs a suitable presence in Southeast Asia, especially in a retail mecca such as Singapore.The opening of the store, according to Foley, can be seen as part of an effort to build greater tactility with Apple’s target audience: "Apple stores are incredibly inviting, due to their openness. Apple stores are different to everything else and people will remark favourably upon the brand experience.”With Apple’s presence  in the region, the company’s competitors will now have to work even harder to develop emotional connectivity with the consumer, Foley said.Similarly, Martell cautions how Apple's flagship store might impact Apple’s long term re-seller EpiCentre in Singapore: “EpiCentre already runs some significant ‘experience based’ stores in Singapore, I’m sure this will have a knock on effect to their key stores."On the other side of the fence is founder and CEO at Newton Mahesh Neelakantan who thinks that from a distribution standpoint, the tech giant doesn't need a physical store in the region: "Typically with a flagship store - sales are incidental."The flagship store however opens up immense opportunities for thought leadership initiatives such as showcasing innovation, driving experiential engagement and displaying the range and portfolio of Apple products. Generally, flagship stores will boast of the full repertoire of Apple products and services - something which a re-seller may not.Neelakantan said that the flagship store will seek to build and embellish the already innovative and leadership image that Apple currently enjoys.He said: "There are other brands in other categories which have also set up their own branded outlets/flagship stores. From a competitive standpoint - it just levels the playing field and raises the bar. They will either need to play catch up - if they haven’t had plans to launch one of their own, or at least match up their existing ones."Peter Miller, director of Y&R Labstore Singapore, said that this move by Apple reinforces the tech giant's leadership position and commitment to innovation: "Being the first company in the country to be completely powered by solar raises the bar for others to follow."For Apple, this green initiative would only help to strengthen people’s desire and connection to the brand. This enhances Apple's equity around its continued drive towards innovation while being at the technological forefront, not just in their products, but through the organisation as a whole.So what might Apple hope to achieve with its flagship launch? According to Miller, it could potentially convert more users to the brand: "Such a move could swing non-Apple or lapsed users over to the brand, particularly those consumers that place a high level of importance on a cleaner, greener future and owning brands that share this desire."Still, Miller is skeptical of the long term impact of such a goal given that Apple's competitors are not far behind in their sustainability efforts: "Apple's competitors already have an eco-friendly drive for sustainability. For instance, solar-powered phones bring the eco benefits directly to users - this is arguably a more targeted and effective way of connecting those who yearn to be a part of a greener world." 

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