US shapewear and clothing brand Skims has appointed Dawn Vitale as its new chief merchandising officer. This move underscores the next phase of the company’s ongoing international expansion.
Vitale is moving from the US denim company Levi Strauss & Co. to Skims. She worked there for six years, first as vice president and later as chief merchandising officer for the Levi’s brand. During this time, she was responsible for introducing transformative growth strategies. She expanded the reach in women’s fashion and lifestyle. It also strengthened the brand’s global positioning.
Previously, Vitale held various leadership positions at US clothing group PVH Corp, including Vice President of Tommy Hilfiger and Head of Merchandising at Calvin Klein Jeans International. Before that, she worked for the US fashion company Gap for almost a decade, where she gained experience in vertical retail and product storytelling.
At Skims, the brand co-founded by reality TV star Kim Kardashian and Chief Executive Officer (CEO) Jens Grede, Vitale will be responsible for global merchandising strategy. Her responsibilities also include driving innovation in core categories and supporting international expansion.
Her appointment comes at a time of accelerated global growth for the brand. This is already evident in existing or planned stores in the USA and the UK. This growth has led Skims to strengthen its global product organization and introduce new categories such as ‘Skims Men’ to expand reach.
Commenting on her new role, Vitale said she looks forward to building on Skims’ strong foundation. She wants to further develop the merchandising vision, put together product ranges that create a close connection with consumers, and help shape the brand’s next global growth phase.
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