INTERNATIONAL NEWS: Tommy Hilfiger realigns in-house European PR to suit strategy shift

LONDON: Hoping to accommodate a series of upcoming changes in business strategy, Tommy Hilfiger has restructured its in-house European PR.

LONDON: Hoping to accommodate a series of upcoming changes in business strategy, Tommy Hilfiger has restructured its in-house European PR.

LONDON: Hoping to accommodate a series of upcoming changes in

business strategy, Tommy Hilfiger has restructured its in-house European

PR.



In the fall, the designer’s sportswear line for women will be available

for the first time in Europe. ’To do that justice as a collection, we

needed to expand,’ explained Daniel Marks, who was recently promoted to

senior director of European PR. He reports to European CEO Fred Gehring

and US-based VP of global communication George Kolasa.



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

upped 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.



New addition Charlie Miller will serve as Marks’ deputy and as the

in-house contact with Estee Lauder, which holds the worldwide license

for Tommy Hilfiger’s fragrance and makeup lines. Former Hilfiger UK PR

manager Charlotte Barnell becomes men’s manager, European PR, while

Laura McLetchie joins Hilfiger from shoe designer Patrick Cox as women’s

manager, European PR.



Marks added that Hilfiger will also increase its emphasis on regional PR

in various countries: ’Without giving too much away, we will be taking

the product directly to the consumer.’



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