As Tommy Hilfiger’s president and chief brand officer, Avery Baker is an instrumental force in rewiring the American heritage brand’s business, repositioning the label in the US, and developing and implementing a “see now, buy now” system.
Baker spearheaded key transformational initiatives for the company, including reigniting the iconic ’90s-inspired Tommy Jeans logo collection and the relaunch of the global women's business with brand ambassador Gigi Hadid. During her time at Tommy Hilfiger , the brand has expanded to over 100 countries with more than 1,800 retail stores and global retail sales of US $7.4 billion in 2017.
Baker graduated with a degree in communications from Northwestern University in 1993, joining Tommy Hilfiger five years later. In 2006 she was made executive vice president of global communications and marketing, and was responsible for developing the brand image internationally. She was appointed chief marketing officer in December 2011, serving for three years before taking up the title of chief brand officer in 2014.
In February 2016 the brand announced it would be switching to the new “see now, buy now” model, shifting its production schedules to align with runway shows that were reimagined as carnival-like marketing spectacles. “It’s about delivering on the instant gratification that consumers are really seeking,” she told BoF. “Closing that gap between the visibility of a fashion show and the moment of purchase.”
The “see now, buy now” approach was a boon to the Hilfiger business, with its first in-season runway extravaganza — the #TOMMYNOW show at a pier in downtown Manhattan — resulting in a 60 percent increase in sell-throughs and a 900 percent jump in website traffic, with 70 percent of inbound hits coming from people who had never previously visited the site. While many brands announced plans to do away with the six-month lag time between showing and shopping, few have been able to emulate the same success seen at Tommy Hilfiger.
In January 2019 it was announced that Baker would be stepping down from her role at Tommy Hilfiger, effective June 2019. Later in November 2020, Baker returned to Tommy Hilfiger as president and chief brand officer, overseeing Tommy Hilfiger’s products, marketing and experiences globally.