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Published
Nov 19, 2020
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Tommy Hilfiger names Avery Baker as president and chief brand officer

Published
Nov 19, 2020

Tommy Hilfiger, a brand owned by PVH Corp, has named Avery Baker as president and chief brand officer, a newly established role, effective November 17, 2020. 


Avery Baker, Tommy Hilfiger's premiere president, chief brand officer - Tommy Hilfiger


In the role, Baker has global responsibility for the brand’s products, marketing and experiences across all categories, regions and channels, the brand said. 

Baker first joined Tommy Hilfiger in 1998 and has held multiple roles across the company’s global offices, including chief marketing officer and chief brand officer. Her appointment as president and CBO marks her return to the brand after departing in mid-2019 to focus on her family, Tommy Hilfiger said. 

Particularly during her time as chief brand officer, Baker has been behind some of Tommy Hilfiger's most successful brand building strategies that have driven business growth and boosted brand exposure, a key ingredient to success in a fashion landscape dominated by digital. Her noteworthy contributions include the development of TommyNow, Tommy Hilfiger's traveling "see-now, buy-now" runway show launched in 2016 with a show that included the brand's collaboration with Gigi Hadid; as well as the revival of the 90s-inspired Tommy Jeans label. 

She has also been responsible for facilitating high-profile collaborations with partners like Hadid, as well as Lewis Hamilton, Zendaya, Kith and Vetements, boosting brand relevance and bringing a refreshed vision of the brand to the younger generation of consumers.

Michael Scheiner, who has served as Tommy Hilfiger's global chief marketing officer since October of 2019, will leave the brand. 

“Avery has a deep sensitivity for the heritage and DNA of Tommy Hilfiger, with a track record of launching impactful consumer initiatives that drive both the brand and business,” said Martijn Hagman, CEO, Tommy Hilfiger global and PVH Europe. 

“A commitment to aspirational products and world-class marketing sits at the heart of our vision to become a true global brand that leads with purpose. We’re excited to welcome Avery back into the Tommy Hilfiger family to lead the brand across both of these areas and unlock its full global potential.”

“In these challenging times, brands have an opportunity and a responsibility to make a difference in the lives of consumers,” Baker said. “I believe that Tommy Hilfiger can have an enormous positive impact as a company that is loved as much for our actions as for the outstanding products we design. 

"I’m thrilled to embark on this new journey with Tommy, Martijn, and our leadership teams in Europe, Asia Pacific and the Americas, as we work to achieve the long-term potential in each region and transform the company from the inside out – from culture to consumer – to become a company built for the 2020s.”

Like so many others in the industry, parent company PVH, which also owns Calvin Klein, has felt the impact of the Covid-19 pandemic. The company has seen a hit to its North American business in particular, leading PVH to exit from its heritage brands retail business and cut 450 jobs company-wide in July, in an effort to streamline its operations in North America. 

While PVH's second quarter results exceeded its expectations amidst the pandemic, the company still reported a 33% decrease in revenue to $1.581 billion compared to the prior year period. The company’s revenue through its digital channels grew over 50%, with sales through its directly operated digital commerce businesses up 87% compared to the prior year period.

For the quarter, Tommy Hilfiger saw a 28% decrease in its business compared to the prior year period, including a 51% decrease in Tommy Hilfiger North America and a 14% decrease in Tommy Hilfiger International, with China showing positive year over year results.

PVH predicted revenue in the second half of its fiscal year to decline 25%.

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