Superdry hires chief product officer amid plans for new fast-fashion range

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Superdry profit warning

Superdry has hired Brigitte Danielmeyer to be its new chief product officer as it prepares to launch a new fast-fashion range.

Danielmeyer, formerly Tommy Hilfiger’s global head of womenswear, will be stepping into what is a brand new role at the retailer, which also confirmed the upcoming launch of Superdry Preview, a series of new fast-fashion ranges.

Having worked in fashion for 22 years, Danielmeyer’s past roles also include senior positions at Esprit and Liebeskind Berlin, a German accessories brand.

At Tommy Hilfiger she helped define the look of the brand’s womenswear collections and also led the launch of two capsule collections with supermodel Gigi Hadid.

In her new position, Danielmeyer will report directly to Superdry chief executive Euan Sutherland.

“We are delighted to have attracted an individual of Brigitte’s calibre for this important new role,” Sutherland said.

“She combines global design experience with an acute commercial edge. She joins an experienced and ambitious executive team with some of the most forward thinking leaders in the sector today.”

Meanwhile, the retailer’s Superdry Preview range aims to attract a “younger, more fashion-driven” customer through a limited-edition capsule collection.

The range will go from design to delivery for consumers in just six weeks and will be available both online and in selected Superdry stores.

Superdry said each capsule launch will be supported by a social media campaign targeted directly at 16 to 24-year-olds.

The first collection, a womenswear range, will launch next week while the first menswear collection will launch in October.

The new ranges have been created by Superdry’s in-house design teams.

“Superdry is changing – we are innovating faster than ever, while still delivering the same quality at price points that can’t be matched,” Sutherland said.

“We have been able to do this because of all the work over the past four years to strengthen our supply chain and business capability.

“Consumers around the world love Superdry – now they will see more new product than ever before.”

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