E-commerce company Asos has appointed Elena Martínez Ortiz as its new director of women’s fashion. Martínez Ortiz will lead the vision and strategy of Asos Design’s own brand.
In a statement, Asos said Ortiz would be relocating to London to take up her new position on August 30. She will report to Asos CEO José Antonio Ramos on an interim basis while the search for a replacement in his current position as Chief Commercial Officer is underway.
Ortiz has over 15 years of experience in fashion design, sourcing and product development. She joins Asos from Inditex brand Stradivarius, where she has been product director for underwear, denim and outerwear in Barcelona for the past nine years. In this role, she was responsible for Stradivarius’ largest womenswear department, leading a multidisciplinary product team in creation, purchasing and planning.
Asos appoints Elena Martínez Ortiz as Director of Women’s Fashion Asos Design
Prior to that, she worked as Sourcing Director Asia for Stradivarius parent company Inditex for seven years, managing sourcing, product development, production, quality and merchandising in Shanghai, Dhaka and Delhi.
Asos states that the position of Asos design director for womenswear is “a crucial part of Asos’ growth strategy” as the company looks to focus on its own branded products.
Ortiz, who studied fashion design at IED Madrid and Central Saint Martins, will be responsible for strengthening the private label e-commerce offering. It is intended to expand the range and availability of Asos Design products.
This article was previously published on FashionUnited.uk. Translation and editing: Barbara Russ