Tommy Hilfiger's Australian division has welcomed fresh marketing and brand leadership, as newly appointed president and chief brand officer Avery Baker rejoins the global business.
Baker commenced her role on November 19 and has the global responsibility for the brand’s products, marketing and experiences across all categories, regions and channels.
Taking a break from the business in 2019 to spend time with her family, Baker returns to Tommy Hilfiger backed with a suite of knowledge, having previously served 22 years across a range of senior roles at the business.
Speaking on her appointment, Baker said that she is excited to begin her new role and to help transform the business.
"In these challenging times, brands have an opportunity and a responsibility to make a difference in the lives of consumers.
"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," she said.
Baker's appointment comes as Tommy Hilfiger Australia makes investments in its Adaptive range in the region, rolling out an exclusive distribution deal with Australian adaptive fashion eTailer EveryHuman.
According to the business, Baker has been instrumental in evolving Tommy Hilfiger into one of the world’s most recognised premium lifestyle brands.
Key initiatives she has been involved in include; TommyNow – one of the industry’s largest and most successful 'See Now, Buy now' runway shows; the reignition of the ‘90s inspired Tommy Jeans label; and, the forging of high-profile partnerships with influencers and tastemakers including Lewis Hamilton, Zendaya, Gigi Hadid, KITH and Vetements.
PVH Europe and Tommy Hilfiger global CEO Martijn Hagman added that the business is thrilled to welcome Baker back into the business.
"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.
"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," he said.