Tommy Hilfiger, an iconic fashion brand owned by PVH Corp, has announced the appointment of Avery Baker as the newly created position of president and chief brand officer. In this role, effective November 17, 2020, Baker will be responsible for overseeing the brand’s products, marketing, and overall consumer experiences on a global scale across all categories, regions, and distribution channels.
Baker brings a wealth of experience to her new position, having first joined Tommy Hilfiger back in 1998. Throughout her tenure with the company, she has held various key roles, including chief marketing officer and chief brand officer. Baker’s return to Tommy Hilfiger after a brief hiatus in mid-2019 highlights her dedication to the brand and its continued success.
During her time as chief brand officer, Baker has led successful brand-building initiatives that have not only driven business growth but have also increased the brand’s exposure globally. One of her standout accomplishments includes the launch of TommyNow, a highly successful traveling runway show that introduced a “see-now, buy-now” concept to consumers in 2016. Additionally, Baker has been instrumental in revitalizing the iconic Tommy Jeans label and securing partnerships with influential figures such as Gigi Hadid, Lewis Hamilton, Zendaya, Kith, and Vetements, attracting a younger demographic to the brand.
Following Avery Baker’s appointment, Michael Scheiner, who has been serving as Tommy Hilfiger’s global chief marketing officer since October 2019, will be departing the brand. CEO of Tommy Hilfiger global and PVH Europe, Martijn Hagman, has lauded Baker’s deep understanding of the brand’s heritage and her ability to drive successful consumer initiatives that benefit both the brand and the business.
As the fashion industry grapples with the challenges brought on by the Covid-19 pandemic, PVH, the parent company of Tommy Hilfiger, has also faced its own set of obstacles. Despite strong performance in digital channels, Tommy Hilfiger experienced a decline in business compared to the previous year. However, with Baker at the helm, the brand is poised to navigate these challenges and drive success in the ever-evolving industry landscape.
Looking ahead, Baker is excited about the opportunity to lead Tommy Hilfiger in transforming the brand for the future. She is committed to focusing on exceptional products and meaningful actions that resonate with consumers, positioning Tommy Hilfiger for continued growth and relevance in the global fashion market.
For more information on Avery Baker’s appointment and Tommy Hilfiger’s future direction, please visit Business of Fashion and PVH Corp.
