VF Corporation subsidiary Lucy Activewear has appointed Kira Karmazin as its new vice president of merchandising and marketing.

Karmazin, with over 18 years of merchandising experience, will be tasked with "the development of strategic brand growth strategies to position Lucy for long-term success", the company said.

Karmazin has previously served as vice president of merchandising for a number of retailers, including Coldwater Creek, Victoria's Secret and Gap.

She will report to Lucy Activewear president Michelle Lantow.

"We welcome Kira's extensive experience in merchandising and marketing, and are confident she will help strengthen Lucy's position as a leader in women's activewear," said Lantow.

Karmazin is planning to introduce an increased range of studio and outdoor apparel to the Lucy line, using new technical fabrics.

"I look forward to further developing the Lucy brand by streamlining the product assortment with an emphasis on performance, style and fit," she said.