The Superdry branded clothing company has named Brigitte Danielmeyer, the former Tommy Hilfiger global head of womenswear, to the new role of chief product officer – as it launches a number of new fast-fashion collections.
Danielmeyer is tasked with driving the company’s 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.
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Her brand, product, design, retail and e-commerce experience includes 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 of two capsule collections with supermodel Gigi Hadid.
“We are delighted to have attracted an individual of Brigitte’s calibre for this important new role,” Sutherland says. “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.”
Danielmeyer adds: “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.”
Separately, Superdry is broadening its offer with the launch of Superdry Preview, which it describes as disruptive fast-fashion ranges designed to capture a younger, more fashion-driven customer.
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By GlobalDataThe 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 new collections, building on the brand’s heritage and distinctive design detail. The first, for women, will be launched next week, and features oversized fits designed with a fresh pastel colour palette to allow customers to upgrade their athleisure look. The first collection for men will launch in October.
“Superdry is changing – we are innovating faster than ever, while still delivering the same quality at price points that can’t be matched,” Sutherland explains.
“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.”
The developments come just two months after Superdry brand owner Superdry Plc revealed double-digit increases in sales and earnings for its last financial year, with pre-tax profit up 11.5% to GBP97m (US$128.6m) and group revenues climbing 16% to GBP872m.
