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Esprit appoints former Tommy Hilfiger and Burberry exec as its Chief Product & Brand Officer

by Apparel Resources News-Desk

05-December-2018  |  1 min read

Esprit Hong Kong
Image Courtesy: asia.nikkei.com

Esprit, the Hong Kong-based apparel and fashion retailer, has appointed Mia Ouakim as the new Chief Product and Brand Officer.

Mia Ouakim, a former Tommy Hilfiger and Burberry executive, will assume her new office in February 2019.

The new Chief Product and Brand Officer will be responsible for product creation and design of all product divisions.

Besides, she will be ensuring consistent execution of Esprit’s new brand strategy across all product divisions. This was confirmed by the brand in a stock exchange filing.

Esprit also aims to use a new marketing strategy and campaign wherein the main focus will be to promote through social media.

Mia Ouakim comes with a vast experience in product design, corporate strategy, brand and communication, merchandising, planning and development and distribution, acquired from luxury and premium fashion brands.

Prior to being a Senior Vice President of Tommy Hilfiger, Ouakim was a Vice President at Tommy Jeans between 2014 and 2017 during which she handled the worldwide business affairs of the denim section.

Esprit is expected to gain significantly from the wide experience of Ouakim, which also includes her stint with Burberry for the kidswear division between 2006 and 2014.