The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
Bottomley, who previously served as CMO at the bedding brand Boll & Branch and before that as CMO for Ralph Lauren, will begin his tenure June 6. He will report in to Trish Donnelly, CEO of PVH Americas and Calvin Klein Global.
Bottomley’s appointment comes after Calvin Klein’s previous global chief marketing officer, Linh Peters, left the company in October, along with executive vice president Jamaal Layne. Both spent less than one year in their respective roles. The hire also comes at a time when Calvin Klein has started to see results from its hero product-first marketing strategy — one in which denim and logo-stamped underwear, zhushed up with timely brand collaborations, take centre stage.
Learn more:
Calvin Klein’s New Strategy: Don’t Market the Dream, Market What Sells
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As seen in its latest collaboration with skate brand Palace, Calvin Klein is focused on highlighting its most successful categories like denim and underwear.
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The duo behind Skims are taking a minority stake in the luxury cashmere label, with an eye on scaling the cult brand.
After headline pieces — sometimes formerly owned by celebrities or featured on TV — sell for blockbuster prices, they can end up pretty much anywhere, from museums to collectors’ closets.
At The Business of Fashion’s Professional Summit in New York last week, Sona Abaryan, partner and global retail and luxury sector lead at tech-enabled data science firm Ekimetrics, shared how businesses can more effectively leverage AI-driven insights on consumer behaviour to achieve a customer-centric strategic approach.