Tommy Hilfiger Taps Avery Baker as President and Chief Brand Officer

She will have global responsibility for the brand’s products, marketing and experiences across all categories, regions and channels.

When the Tommy x Gigi collection debuted as Hilfiger’s first see-now-buy now show in September 2016, it generated 900 percent increased traffic to tommy.com in the 48 hours following the show. There were 2.2 billion social media impressions surrounding the event and the halo effect was double-digit sales growth in all women’s categories in every region.

Baker was named chief brand officer in 2014 and leveraged a mix of pop culture, fashion, technology and entertainment to create a new brand vision. In addition to the TommyNow fashion shows in cities such as New York, Milan, Paris, London and Los Angeles, she reignited the Nineties-inspired Tommy Jeans label, to appeal to younger consumers.

The functions that report to Baker are the product groups, marketing group, creative services , brand strategy and consumer insights, and licensing. Asked what she hopes to accomplish as president and chief brand officer, Baker said, “My highest ambition would be that the Tommy Hilfiger is loved as much for its impact as memorable product. The leading priorities are that we align the brand and purpose around a singular purposeful mission that will really be the roadmap of the next chapter of the brand.

While going after a younger customer is very important, she said one of the strengths of the brand is that they’ve always appealed to an attitude, and not only an age. “The youthful spirit has kept the brand young for a new generation. Making sure that we are really connecting emotionally with the next generation of Tommy consumers is a top priority,” she said.

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