Tommy Hilfiger names new merchandising chief

By

Benjamin Fitzgerald

Published
Aug 30, 2022

U.S. heritage brand Tommy Hilfiger has appointed Nadia Azria to the role of chief merchandising officer, Tommy Hilfiger Global, effective November 1.

A retail and fashion veteran, Azria's role at Tommy Hilfiger will be to heighten consumer appeal and strengthen the company’s premium positioning as a global lifestyle brand, including growth across the Tommy Hilfiger and Tommy Jeans labels.

“I am honored to be joining such an iconic brand with a deep connection to culture at a pivotal time. Tommy Hilfiger encourages new ideas and innovations,” said Azria, adding she is pleased “to partner with these talented teams to deliver desirable products and retail experiences, in addition to achieving the brand’s full potential.”

The executive joins the PVH Corp-owned brand from sportswear giant Nike, where she served as VP, EMEA, One Nike Market Place. In this role, Azria was responsible for designing and implementing a data-driven merchandising strategy with a focus on transformation toward vertical retail.

She joined Nike in 2019 as GMM Nike Direct, EMEA and VP, merchandising and buying.

Prior to Nike, Azria spent more than 13 years at Ralph Lauren in various EMEA leadership roles focusing of retail, store design, visual merchandising and e-commerce, including EMEA chief merchandising officer.
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“I’m very excited to welcome Nadia to our team. Her passion for product and drive for constant transformation will ensure that Tommy Hilfiger remains relevant with our brand fans,” said Avery Baker, president and chief brand officer of Tommy Hilfiger Global.

“As we continue to elevate our collections and expand international penetration, her experience in building global power brands will add great value to our teams.”