Jo Lee has today been confirmed as the new Brand Communications Director of British fashion label and retailer Ben Sherman.
Having spent the last eight years leading the marketing team at luxury brand Paul Smith, Lee comes to the business with significant experience and an intimate knowledge of premium British fashion labels.
Before joining Paul Smith, Lee worked for almost three years at sports fashion firm Reebok as Youth Marketing Manager, a role she took up in 2001 after a short spell as PR & Strategic Planning Manager at watchmaker Casio.
Commenting on Lee’s appointment, Ben Sherman CEO Pan Philippou said: “We are delighted that Jo is on board. She comes at an exciting time when we need to communicate the new positioning of the brand to our global consumers.”
Ben Sherman has been trying to reposition itself over the last 18 months as a premium fashion brand both domestically and internationally in order to profit from the huge popularity of British clothing which has done so much to boost the profits of fellow retailer Burberry.
Last year the brand opened a succession of concept own-stores in iconic locations such as Portobello Road & Carnaby Street in London, with more to follow globally in the next few years, and it will be part of Lee’s brief to communicate this evolved brand identity to consumers.
Lee has also joined Ben Sherman at an important time in the brand’s history, with 2013 marking its 50th anniversary.