Esprit names new chief brand officer

Esprit announced on Monday the appointment of Ana Andjelic to the role of chief brand officer, effective immediately.

Based in the fashion brand's New York office, Andjelic will be tasked with redefining the brand’s new identity and leading the global creative and design hub in New York. Andjelic will report directly to William Pak, chief executive officer of Esprit.

“Ana’s extensive experiences in brand building are extremely valuable in bringing Esprit’s global ambitions to life," said Pak.

"She is an exceptional talent and creative, and it is a delight to have her spearheading our global creative efforts from New York. Ana will play an indispensable role in enhancing and strengthening our brand, and in turn accelerating our growth. We are thrilled to have her on board.”

Andjelic joins Esprit from Gap Inc-owned Banana Republic, where she served as chief brand officer. Here, she was tasked with leading the the rebranding venture, overseeing the marketing, creative, and product design functions, and was responsible for setting the new brand strategy, creative and editorial directions. She also participated in the planning of the brand’s omnichannel marketing execution.

Prior to Banana Republic, Andjelic was chief marketing officer at Mansur Gavriel and chief brand officer at Rebecca Minkoff.

Andjelic's appointment comes on the back of the opening of two new Esprit hubs in London and New York, respectively, revealed late September.

New York was announced as the global creative and design hub “to inspire forward thinking and bring contemporary concepts and talent to its new branding strategy," while London will be the firm’s global customer experience innovation hub “to provide unique customer experiences for an avant-garde omnichannel connection to the Esprit universe," said Esprit at the time of the announcement.

Esprit names new chief brand officer

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