Esprit revamp continues with new design direction
High street retailer Esprit is continuing its image rehaul with the announcement of a new design officer hailing from German sportswear brand Puma.
The German clothing brand boosted its prestige last year by following in the footsteps of fellow chain H&M and casting supermodel Gisele Bundchen in its Winter 11/12 campaign.
Now WWD reports the label is continuing its “revamp” with a newly appointed chief product and design officer, Melody Harris-Jensbach, who will oversee all of Esprit’s in-house product creation.
Although the fashion expert used to be an executive at Puma, her expertise is not only in sportswear, with previous employers including German label Bernd Berger, celebrated for its elegant silhouettes.
With the rise of high street chains such as Forever 21, Zara and H&M on the international arena, the shake-up at Esprit follows fellow affordable brand bebe’s recent image change.
The American clothing retailer had been closely associated with a younger customer partly due to its associations with reality stars the Kardashians, although this March the store will launch its first-ever bridal collection, signaling its shift towards a more mature aesthetic.
bebe is also looking to expand in the office apparel category as well as launching its fourth fragrance called Wishes & Dreams in April.
source form: yahoo
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