Clothing retailer Esprit Holdings Ltd. has appointed Ana Andjelic to the position of Global Chief Brand Officer.
One of her tasks will be to “redefine the brand’s identity and lead the global creative and design center in New York,” Esprit said on Monday.
Andjelic comes from Gap subsidiary Banana Republic, where she was also active as a CBO and led the brand’s rebranding. She oversaw the marketing, creative and product design functions. Before that, she was Head of Marketing and CBO for US bag brands Mansur Gavriel and Rebecca Minkoff. She has also been named twice in the Forbes list of the world’s most influential marketers.
“Ana’s extensive branding experience is extremely valuable in bringing Esprit’s global ambitions to life,” said Esprit Managing Director William Pak. “She is an exceptional talent and creative luminary, and it is a pleasure to have her spearhead our global creative efforts from New York.”
Head of New York Creative Center
With the appointment of Andjelic, the creative center in New York that was presented at the end of September also gets a face whose aim is “to promote future-oriented thinking and to integrate contemporary concepts and talents into the new brand strategy”, says Esprit.
Over the course of the year, Esprit has already presented several innovations relating to the brand. It kicked off in April with a collaboration with Korean brand Rest & Recreation to celebrate its return to the Asian market. The faces of the campaign became DJane Peggy Gou and hip-hop artist Simon Dominic.
In July, Esprit then presented its new mascot ‘Joy the Dolphin’ and introduced two new lines – Esprit White Label and Esprit Black Label – which are in a higher price segment than the main Esprit Collection. This is intended to reach a younger target group in particular.