Calvin Klein names Inditex's Eva Serrano as new global brand president
Calvin Klein is getting things into order. Eva Serrano is joining the label, which has been led since this summer by Stefan Larsson, the American fashion group PVH Corp's CEO, as the new global brand president. The manager has leadership experience in the fast-fashion sector, having spent most of her career at the Spanish giant Inditex. She will start in March 2023 and will report directly to Larsson.
Serrano will be taking over from Trish Donnelly, whose departure was announced in August. Donnelly had a dual role as CEO of PVH Americas and managing director of Calvin Klein Worldwide, however the group announced that it would create two positions to replace her: global brand manager for Calvin Klein, and regional manager for PVH Americas, which has yet to be filled.
Eva Serrano was previously with Inditex, where she officiated for almost twenty years. She held various managing positions within the group, covering several brands, before becoming the group's commercial director for Asia. Most recently, since 2019 she held the role of general manager Greater China. She is particularly familiar with the entire retail value chain - product, marketing, in-store and digital customer experience as well as the supply chain, with "a true omnichannel vision of the market," PVH said in its release. She started out in Europe, where she accompanied the development of Zara, the group's flagship brand.
Eva Serrano has the strategic skills to boost Calvin Klein, which also owns Tommy Hilfiger, through its multi-year development plan PVH+. She is arriving at a key moment in the New York company's revival. Last summer, the group recruited another fast-fashion specialist, David Savman, a veteran of Sweden's H&M, as executive vice president and chief supply chain officer.
"Eva is a unique leader in the fashion and apparel sector and has proven experience within one of the most innovative and highest performing brand groups globally in our sector" Larsson, former Swedish H&M executive, said in a statement. "She knows how to drive brand growth in global markets, how to connect with the consumer and what it takes to win across the marketplace," he continued. "Her experience will be critical to unlocking the full global potential of Calvin Klein."
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