Abercrombie & Fitch Co. has appointed Samir Desai as its chief digital and expertise officer, a newly created function on the firm.
In its announcement Monday, Abercrombie, which operates the A&F, Hollister, Gilly Hicks, Abercrombie Kids and Social Tourist manufacturers, indicated that Desai can be chargeable for main the corporate’s “ongoing digital transformation strategy, including developing strategic initiatives through data and analytics, optimizing customer and user experiences and further evolving the company’s portfolio of brands into digital experiences that are unique to each of their diverse audiences.”
Fran Horowitz, A&F’s chief govt officer, mentioned Desai’s “robust background and deep knowledge of technology innovation will be incredibly valuable as we continue our transformation journey to being a digitally led retailer. Over the past several years, we have prioritized investing in our digital capabilities. With Samir’s leadership, we look forward to further enhancing our omnichannel experiences and technology practices to remain close to our global customers.”
Desai most lately served as chief expertise officer at Equinox, the posh health firm, the place he was accountable for growing and executing a “comprehensive data strategy across the brand portfolio, launching a direct-to-consumer digital media business, creating customer experiences that fused physical and digital strategies, and more.”
Desai can be a member of A&F’s govt steering committee and can report on to Horowitz.
Horowitz earlier this yr mentioned A&F has shifted to a digitally-led enterprise mannequin. The firm has set a $100 million capital expenditure price range for 2021, about half of which can be spent on the digital operations. In digital, “the most important investment is in the experience,” Horowitz mentioned, noting that final yr, the corporate shored up expertise within the firm’s person and information analytics groups.
Digital gross sales elevated 39 % to $1.7 billion in 2020, that means it represented 54 % of annual revenues final yr. Senior-level expertise was in added in digital and different areas final yr.