Tommy Hilfiger restructures European in-house PR

US fashion house Tommy Hilfiger has restructured its in-house European PR in preparation for several new initiatives later this year.

US fashion house Tommy Hilfiger has restructured its in-house

European PR in preparation for several new initiatives later this

year.



From the autumn, the label’s women’s sportswear line will also be

available for the first time in Europe.



’To do that justice as a collection we wanted to expand,’ explained

Daniel Marks, newly-promoted senior director of European PR. He reports

to Fred Gehring, CEO of Europe, and George Kolasa, US-based

vice-president of global communication.



Marks previously worked with two assistants, but the team has now been

boosted to six. ’It means I can focus on developing a new PR strategy

for Europe as opposed to being held up by the day-to-day stuff,’ he

said.



Another initiative will focus on product placement - celebrity dressing

and work with film and TV costume departments - across all lines from

tailored clothing to accessories.



According to Marks there will be a major focus on regional PR in various

countries. ’Without giving too much away we will be taking the product

directly to the consumer,’ he said.



Charlie Miller will deputise for Marks, as well as being the in-house

point of contact with Estee Lauder, which holds the worldwide licence

for Tommy Hilfiger’s fragrance and make-up lines.



Former UK PR manager Charlotte Barnell becomes men’s manager, European

PR. Laura McLetchie has joined from shoe designer Patrick Cox to perform

a similar role for women’s ranges. Both have one assistant.



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