British menswear brand Hackett has brought its PR function in-house with
the appointment of its first dedicated PR manager, Vicky Bungay.
Fashion PR specialist Bungay has been freelance for the past year. She
previously worked at fashion PR agencies including Exposure on brands
such as Replay, Ozwald Boateng, Byblos, Oasis and Levi's.
Hackett's PR had been handled for a number of years by London fashion
agency Geraldine Flax PR.
Bungay said the decision to bring the function in-house was driven by a
review of the brand's marketing strategy and expansion plans.
'The company is moving so fast now that we need more control and to be
able to move really quickly on shop openings and launches of new ranges.
We want to turn up the volume and be more proactive,' said Bungay, who
reports to head of marketing Magaly Drogou.
Bungay added that she hoped the PR function would expand in the
Hackett is opening a major store in London's Regent Street next month,
and within the Harvey Nichols stores in London in August and Birmingham
in September. It already has stores in Japan and Spain and is planning
further overseas expansion.
It is also preparing to unveil its latest logo, although the Essential
British Kit strapline will remain.
Hackett is part of luxury goods group Richemont, which was formed by the
merger of Hackett's parent Dunhill Holdings and the Vendome Luxury group
in 1994. Hackett's sister brands include Cartier and Chloe.