New Look has appointed Nick Cross, the marketeer who led the rebranding of department store Selfridges in the late 1990s, to the new role of marketing director.
Cross worked at Selfridges as marketing director between 1996 and 2001 during its renaissance under then chief executive Vittorio Radice. He will join the executive board of the fast-fashion chain in January.
New Look chief executive Carl McPhail, who also worked with Cross during his time at Selfridges when McPhail was retail operations director, told Drapers that Cross would give New Look a “strong voice” and communicate “the elements around the brand to ensure people understand its size and scale”.
“This is signalling an intent to take New Look and push it more aggressively. As a business our marketing has been focused on trading the business and not building brand awareness,” he added.
McPhail claimed the 1,000-store business, which said UK like-for-likes fell 4.5% and group profit dropped 5% to £73.5m in the six months to September 25, would be tapping into a customer who increasingly uses social networking and is inspired by celebrity and the catwalk.
Cross’s appointment follows the exit of chief operating officer Lex Gemas in July after the postponement of the group’s IPO earlier this year, and the promotion of group managing director Will Kernan.
Meanwhile, New Look will roll out its new menswear collection for premium range Idol into 20 stores next week. The collection debuted in the retailer’s Dublin store which opened earlier this month, and includes rock-inspired T-shirts, polo shirts, scarves, hats, jeans and biker boots, priced at 30% above the New Look mainline. T-shirts are priced from £15 to £17 and jeans at £30.