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August 2, 2022

Asos taps Inditex exec Ortiz as new womenswear director

UK online fashion retailer Asos has appointed Stradivarius product director Elena Martínez Ortiz as its new womenswear director of its own-brand Asos Design.

By Beth Wright

Ortiz will lead vision and strategy for Asos Design womenswear in a role the online retailer says drives a critical part of its growth strategy, which includes strengthening the business’s own brand offering and expanding the range and availability of products.

With more than 15 years of experience in fashion design, sourcing and product development, Ortiz has spent the last nine years as product director for bottoms, denim and outwear at Stradivarius in Barcelona, Spain, where she was responsible for Stradivarius’ largest womenswear division leading a multi-disciplined product team of designers, buyers, and planners.

Prior to that, she served as Asia sourcing director for Stradivarius parent company Inditex for seven years, leading sourcing, product development, production, quality, and merchandising across Shanghai, Dhaka and Delhi.  

Ortiz will relocate to London, UK, and take up the position on 30 August, reporting to recently appointed Asos CEO José Antonio Ramos on an interim basis, while the process for replacing his previous role as chief commercial officer is underway. 

Last week, the UK’s competition watchdog said it is launching investigations into three fashion brands, including Asos, to scrutinise their ‘green’ claims and to establish if they are misleading customers.

In response, Asos said it will “co-operate with the investigation and is committed to playing its part in making fashion more sustainable, including providing clear and accurate information about its products.”

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