Gerry Weber has promoted Rena Marx to the new role of creative vice president to lead the retailer’s creative orientation of its three main fashion lines.
Marx first joined the German fashion retailer in January 2015 as product director of its Casual range, where she was responsible for its successful development and international growth.
In her new role, Marx will work closely with all designers and product managers of the individual Gerry Weber segments: Collection, Casual and Edition.
The “emotionalisation” of all brand touch points together with the responsible departments such as marketing, visual merchandising and sales will be another important area of her work.
She will work alongside executive vice president Raimund Axmann and while she is creative strategy of the Gerry Weber brands, Axmann will be responsible for the commercial and economic strategy.
Both Marx and Axmann report directly to chief executive Ralf Weber.
“I am looking forward to develop a unique signature for the whole Gerry Weber umbrella brand, while at the same time highlighting the differences between the individual collections and sharpen their profiles,” Marx said in a statement.
“In addition to the collection development, this also includes storytelling and the corresponding presentation at the POS with a view to a modern, creative 360-degree orientation of the brand.
“The focus is on establishing emotional ties with the customer.”
Ralf Weber added: “We are convinced that the new position of creative vice president is an important step towards a modern, appealing collection, which will make the Gerry Weber brand even more attractive and desirable.”
Marx’s promotion comes less than a month after Gerry Weber appointed Johannes Ehling as its new chief sales officer and chief digital officer, while Jörg Stüber’s role as interim chief financial officer was made permanent.