In 2015, in what must have been a surprise to the tech company notorious for taking executives from other brands, LVMH poached Apple’s former senior director of iTunes for its newly created position of chief digital officer. The appointment marked digital as a new focus for the world’s largest luxury conglomerate. Previously, Rogers had an impressive career in the music industry, starting in 1993, when he ran The Beastie Boys’ website while still at university in Indiana. Then followed stints running a Yahoo-owned music service and heading Topspin Media — a platform connecting artists directly to fans online. In 2013, he joined Beats Music as chief executive, joining Apple in 2014 following the company’s $3 billion acquisition of Beats Music and Beats Electronics. As senior director of Apple Music, Rogers was in charge of the company’s music streaming services and online radio station Beats 1. However, Rogers left just two months after the launch of Apple Music to take on a role developing LVMH’s online retail presence. The move signals that luxury players – previously reluctant to embrace the digital age – must step up their own e-commerce strategies. Read more at Wired UK.