Retail in Asia


Esprit appoints global Chief Brand Officer

Esprit announced on October 31 the appointment of Ana Andjelic as Chief Brand Officer. Andjelic will hold a global remit and has been charged with redefining Esprit’s new identity and leading the global creative and design hub in New York. The New York hub will take the lead in the company’s rebranding venture, and aims to inspire forward thinking, and bring contemporary concepts and talent to Esprit’s new branding strategy.

She will report directly to William Pak, Chief Executive Officer of Esprit.

Source: Esprit announces interim results for FY2022

“Ana’s extensive experiences in brand building are extremely valuable in bringing Esprit’s global ambitions to life. She is an exceptional talent and creative, and it is a delight to have her spearheading our global creative efforts from New York. Ana will play an indispensable role in enhancing and strengthening our brand, and in turn accelerating our growth. We are thrilled to have her on board,” said Pak.

Before joining Esprit, Andjelic was the Chief Brand Officer at Banana Republic, where she led the rebranding venture. She oversaw the marketing, creative, and product design functions, and was responsible for setting the new brand strategy, creative and editorial directions. She also participated in the planning of the brand’s omnichannel marketing execution. Prior to Banana Republic, Andjelic was the Chief Marketing Officer at Mansur Gavriel and Chief Brand Officer at Rebecca Minkoff.

Andjelic has been named twice in the Forbes’ ‘The World’s Most Influential CMOs’ list. She is a regular contributor to the Wall Street Journal, The Guardian, the Business of Fashion, and Harvard Business Review, and is the author of the book The Business of Aspiration.

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Outside of work, Andjelic participates in industry events as a speaker, having presented at the Copenhagen Fashion Week, Fashion Tech Berlin, and Cannes Lions Festival of Creativity. She holds a PhD in Sociology from Columbia University.