Superdry has today announced the appointment of former Tommy Hilfiger global head of womenswear, Brigitte Danielmeyer, in a newly created Chief Product Officer role to drive innovation.
Her appointment coincides with launch of Superdry Preview, ‘a series of new disruptive fast-fashion ranges.’ Designed to capture a younger, more fashion-driven customer, the limited-edition Preview capsule collections will go from design to shop floor 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 directly targeting 16-24 year-olds.
The first women’s Preview collection 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.
Danielmeyer’s 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. “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,” says Sutherland.