Superdry appoints chief product officer and plans launch of new fast-fashion range
Fashion retailer Superdry has appointed former Tommy Hilfiger global head of womenswear Brigitte Danielmeyer to the new role of chief product officer.
It has also announced the upcoming launch of Superdry Preview, a series of new disruptive fast-fashion ranges.
Having worked in fashion for 22 years, Danielmeyer’s past roles also include senior positions at Esprit and Liebeskind Berlin, the German premium accessories brand. At Tommy Hilfiger she was credited with defining the look of the brand’s womenswear collections and also led the launch of two capsule collections with supermodel Gigi Hadid.
In her new position, Danielmeyer will report directly to Euan Sutherland, Superdry’s chief executive.
Sutherland said: “We are delighted to have attracted an individual of Brigitte’s calibre for this important new role. She combines global design experience with an acute commercial edge. She joins an experienced and ambitious executive team with some of the most forward thinking leaders in the sector today.”
Meanwhile, the retailer is launching Superdry Preview as it looks to attract a “younger, more fashion-driven” customer. The limited-edition capsule collections will go from design to delivery for consumers in just six weeks and will be available both online and in selected stores. Each capsule launch will be supported by an integrated social media campaign targeted directly at 16 to 24-year-olds.
With the first collection to be launched for women next week, the ranges have been created by Superdry’s in-house design teams. The first collection for men will launch in October.
Sutherland added: “Superdry is changing – we are innovating faster than ever, while still delivering the same quality at price points that can’t be matched. We have been able to do this because of all the work over the past four years to strengthen our supply chain and business capability. Consumers around the world love Superdry – now they will see more new product than ever before.”
