True Religion has appointed Tina Blake as Senior Vice President, Women’s Design and Brand Image.
The newly created position expands True Religion’s women’s merchandising strategy to attract more customers and increase sales, the US brand said on Wednesday. Blake will be responsible for all women’s products and associated brand image, including marketing, advertising, customer communications, social media, e-commerce and retail operations. She will work closely with Creative Director Zihaad Wells and report directly to Managing Director Michael Buckley.
“Tina’s proven track record of growing the women’s business over the past 15 years makes her the perfect leader to take True Religion’s women’s business to the next level,” Buckley said To increase women from the current 35% to 50% of the business. We have a legion of loyal customers and we are very excited to drive growth in this category.”
Blake comes to True Religion from Techstyle Fashion Group, where she served as Vice President, Design and Operations for Global Fashion Brands. She led the design, product development and technical design teams for the JustFab and ShoeDazzle brands in North America and Europe. Before that she worked for Guess.