In retail, more often than not, commercial goals dictate marketing strategy. But, Karen Millen’s newly formed all-female leadership team is taking a different approach by letting the brand team influence everything, from product to the in-store experience.
The shake-up was sparked with the hiring of Beth Butterwick as the fashion brand’s CEO and Emily Tate as chief financial officer, as well as the promotion of Charlotte Ellis from head of digital to customer director, last year.
At the time of their arrival, the business was suffering as operating losses crept up to £10.5m, profits dropped 8% and sales tumbled by 10% Read full story ›
Source: The Drum
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