Superdry Plc (LON:SDRY), the Global Digital Brand, today announced the appointment of former Tommy Hilfiger global head of womenswear, Brigitte Danielmeyer, to the new role of Chief Product Officer, to further drive the creative innovation capabilities of the brand. At the same time, it announces the launch of Superdry Preview, a series of new disruptive fast-fashion ranges.
Brigitte has deep experience of brand, product, design, retail and e-commerce built through a 22-year career in fashion, which has also included senior roles at Esprit and Liebeskind Berlin, the German premium accessories brand. At Tommy Hilfiger she defined the look of the brand’s womenswear worldwide and her successes included the launch, to critical acclaim, of two capsule collections with super model Gigi Hadid.
Her role at Superdry was created to further drive the successful Global Digital Brand strategy by delivering innovation and creativity from Superdry’s in-house design teams. She will sit on the Executive Committee and report to Euan Sutherland, Superdry’s Chief Executive Officer.
Euan 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. Her experience, particularly at Tommy Hilfiger, will help us as we continue to deliver our successful Global Digital Brand strategy. She joins an experienced and ambitious executive team with some of the most forward thinking leaders in the sector today.”
Brigitte Danielmeyer said:
“I am thrilled to be joining Superdry, a global brand that I have admired for many years. Superdry creates amazing clothes for people around the world, through an obsession with design, quality, fit and value. I am really excited about the opportunities ahead. There is real potential to build on the existing categories by extending the product offering as well as to expand into new markets.”
Superdry Preview Launch
Separately, Superdry is showcasing its latest moves to expand and broaden its offer with the launch of Superdry Preview, disruptive fast-fashion ranges designed to capture a younger, more fashion-driven customer. The limited-edition Preview capsule collections will go from design to delivery for consumers in just six weeks and will be available both online and in key global stores. Each capsule launch will be supported by an integrated social media campaign targeted directly at 16 to 24-year-olds.
Superdry’s in-house design teams have created the exciting new collections, building on Superdry’s heritage of quality and distinctive design detail. The first, for women, is to be launched next week. It has been designed with a fresh colour palate to allow customers to upgrade their athleisure look with a pastel punch. It features oversized fits, with a relaxed yet smart appeal. The first collection for men will launch in October.
Euan Sutherland said:
“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.”