Fashion’s future CEOs may be very familiar to the media crowd as a growing number of brand-shaping gurus are entering the corner office.
, and Jenny Galimberti, chief executive officer of JW Anderson, are other examples of seasoned communication professionals now leading European fashion houses.“To generate revenues, influence and attention are two key drivers out of three — the first one being a desirable and impeccable product,” said Floriane de Saint Pierre, founder and principal of executive search and consulting firm Floriane de Saint Pierre & Associés in Paris.
In the post-pandemic period, brands have ramped up the scale and frequency of fashion week displays, itinerant runway shows and VIC gatherings around high jewelry, in addition to campaigns around celebrity ambassadors. Close coordination between creative, merchandising and marketing is seen as essential in order to impart a strong vision and brand proposition.
Bucaille cited Remo Ruffini, chairman and CEO of Moncler, as another “marketing genius and product expert” who propelled a small skiwear specialist into a luxury powerhouse. Echoing other observers, Pill noted that there’s a long-standing tradition of marketing executives leading beauty and fast-moving consumer goods companies, and now fashion is following suit.LVMH Moët Hennessy Louis Vuitton, for example, has recruited a host of fast-rising executives from L’Oréal in recent years, including Damien Bertrand, now CEO of Loro Piana, and Pierre-Emmanuel Angeloglou, Vuitton’s executive vice president, strategic missions.
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