Former Jack Wills chief product officer Emma Alexander has been appointed to the role of fashion director by Shop Direct. Alexander starts in her new position in July and will report to group product director Sam Perkins. She will oversee all fashion buying and design, focusing on strengthening the clothing and footwear category which is responsible for 34 per cent of the group’s retail sales.
Alexander will also lead the ongoing development of the Very brand, and commented: “I want to continue the brand’s fashion trajectory by delivering the brands our customers crave and taking V by Very even further – making it a household name.”
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