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Cathy Beaudoin

Special Advisor, General Atlantic

When tasked with overseeing Amazon Fashion by Jeff Bezos, she successfully positioned the e-commerce behemoth within the fashion industry.

Biography

When Amazon chief executive Jeff Bezos announced in 2013 that the company was ready to make a "significant" investment in fashion under the name Amazon Fashion, Beaudoin was running Gap's Piperlime shoe site, which she co-founded. She told CNN Money, of her reaction to Bezos’ proposition, "It's was [a] no-brainer, as a customer, to buy everything on Amazon, but I had never bought clothing or shoes."

Amazon’s efforts to penetrate the fashion industry have, in recent years, stepped up — due in no small part to Beaudoin. Eschewing luxury retail — after comments made by analysts and executives at brands like Alexander Wang and Louis Vuitton that the website’s mass-market appeal is not the right platform for high-end fashion. Under Beaudoin, Amazon Fashion took a more democratic positioning. She has concentrated on expanding its offering of contemporary, mid-range and denim brands, bringing labels like Theory, Levis and Michael Kors into the fold and improving the site’s front-end experience by opening creative studio spaces in Brooklyn and London.

Beaudoin has also built up the site’s credibility through strategic sponsorships. A two-season, seven-figure partnership with the CFDA saw Amazon sponsor the first ever New York Fashion Week: Men’s. The company also sponsored India Fashion Week and has been investing in industry talent, hiring chief marketing officer Jennie Perry (previously of Stride Right and Old Navy ) and, for three years,  Julie Gilhart , former fashion director of Barney’s, as a consultant.

Beaudoin is committed to a multi-channel approach for the site, telling WWD that Amazon Fashion’s offers an “immersive experience" comprising editorial shoots and a wide range of brands and social platforms: "Because we know our customers are everywhere, consuming media across the board — online, media, print, TV or even two or three at once — we want to be where they are.”

In December 2017, Beaudoin joined growth equity firm General Atlantic as special advisor.

Education

Cambridge University

Cambridge University

Vital Statistics

Nationality

United States

Location
United States
Member since
2013

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