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Abercrombie & Fitch : creates new team to drive brand improvement

08/28/2015 | 04:51am US/Eastern

As part of its turn-around strategy, Abercrombie & Fitch is creating a new brand-leadership team to shore up customer experience and drive a higher quality product effort.

In making the announcement, Christos Angelides, brand president, stated, "We have put a talented team in place who are relentlessly focused on delivering quality merchandise and an excellent customer experience. While our turnaround continues to be a work in progress, these changes will significantly contribute to moving the A&F brand forward."

The new brand leadership team includes:

Stacie Beaver, general manager for A&F Womens. Beaver has worked at A&F for over 15 years in a variety of senior positions. Most recently, she led the bottoms business for men and women across Hollister and A&F.

Kurt Hoffman, general manager for A&F Mens. Hoffman joined A&F in March from Club Monaco, where as senior director of Men's Merchandising, he led the turnaround of the men's line including the integration of the DTC and international businesses. Previously, he helped re-launch the RRL brand for Ralph Lauren, worked to launch the Men's Shop concept for J.Crew, and was part of the team who led the global expansion for Jack Spade. 

Aaron Levine, head designer for A&F Mens. Levine joined the company in July from Club Monaco, where he was VP of men's design. In this role, he helped expand the line globally and elevate the brand through a number of channels, including a partnership with luxury e-commerce site, Mr Porter. He has also held a number of senior design roles at Jack Spade, Rogues Gallery and Hickey Freeman.

Monica Margerum, head of planning operations for A&F and abercrombie kids. Margerum joined A&F in August from Kohl's, where she was senior VP of planning for Juniors and Kids. Previously, she spent 14 years at Express, where she most recently served as director of merchandise planning.

Amy Sveda, general manager for abercrombie kids. Sveda joined A&F in May from Carter's, where she helped revitalize the company's OshKosh brand. Prior to this, she worked at Louis Vuitton where she launched the brand's e-commerce site, and at Victoria's Secret, where she led various sub-brands within the broader business.

Kristina Szasz, head designer for A&F Womens. Szasz will join the company in late September from PVH in Europe, where she served as design director for denim at Karl Lagerfeld and Tommy Hilfiger. Throughout her career, she has held a number of creative director and critical design roles for companies such as Lee, Dockers, Iceberg, Nike, Ralph Lauren and Emilio Pucci.

Copyright © 2015 Networld Media. All rights reserved., source Industry News

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