Several tech firms have already released their respective brand of smartwatches, but contrary to the manufacturers' plans and expectations, none of these devices have succeeded in drawing much consumer interest. Now Apple is geared up to launch its wearable device, the Apple Watch, and the company is keen to make its mark in the wearable device market.

According 9to5Mac, the publication got hold of some internal hiring documents of the Cupertino-based tech giant which reveals that the company is now seeking retail hires that have a "fashion or luxury background." Apart from this, Apple also seems to be revamping its stores with a view to make them more fashion-friendly keeping in view the launch of the Apple Watch in early 2015.

The website further says that apart from soliciting the fashion industry, the company's mobile devices too have transformed from being "geek" to "chic." In fact, current tech firms are rapidly moving to deliver products that essentially offer a futuristic experience along with the prevailing trend in fashion.

Keeping this objective in view, Apple has hired prominent retail and fashion experts like Patrick Pruniaux, former vice-president of Tag Heuer (global sales and retail); Paul Deneve, former CEO of Yves Saint Laurent as the company's vice-president (special projects); and Angela Ahrendts, former Burberry chief executive, during the last few years.

At the same time, Apple had invited some prominent fashion bloggers as well as editors for the first time to the launch event where the Apple Watch was introduced together with the iPhone 6 and iPhone 6 Plus in September this year. 

A Reuters report quotes Lea Goldman, Marie Claire magazine director (features and special project) saying, "I assume it's because they are unveiling a wearable," adding, "This suggests Apple is serious about tapping into the fashion world, which often sits on the sidelines."

Therefore, there is no doubt that Apple is ready to usher in a change in the smartwatch market with the launch of its Apple Watch next year.