Tommy Hilfiger’s chief brand officer, Wendy Liebmann, is stepping down from her role after three years with the company.
Liebmann joined Tommy Hilfiger as global chief brand officer in 2017 and was responsible for the brand’s marketing, communications, sustainability and customer experience strategies across all markets. However, according to a statement from Tommy Hilfiger, she has decided to pursue other opportunities.
Steve Nevins steps in
Steve Nevins, current global head of brand and marketing at Tommy Hilfiger, will assume Liebmann’s responsibilities on an interim basis. No permanent replacement has been named yet.
“Wendy has made tremendous contributions to the brand over the last 3 years, and we thank her for her partnership and meaningful impact,” said Tommy Hilfiger CEO Daniel Grieder. “Steve Nevins is the ideal leader to ensure a seamless transition as we continue to drive our brand and business forward.”
Shifting focus at Tommy Hilfiger
Liebmann’s departure comes at a time of change for Tommy Hilfiger. The brand recently revamped its sustainable and eco-friendly initiatives under a new program called “United By Purpose”. It is also expanding its ecommerce presence and omnichannel strategy to support growth.
Tommy Hilfiger’s marketing and branding efforts will likely evolve under Nevins’ leadership. However, without a named permanent replacement for Liebmann, there is uncertainty around the future direction of the brand and key initiatives. The brand will provide continuity and support its ongoing work in the interim but a new appointee could bring a fresh perspective once named.
For now, Wendy Liebmann steps away from Tommy Hilfiger after three years of shaping its brand marketing and communication worldwide. Under her leadership, Tommy Hilfiger revamped its sustainability approach, global marketing strategy and creative vision. However, significantly transforming an established brand is never guaranteed and there are certainly risks involved, as proved by many corporate rebranding attempts. Only the future will prove whether this strategy pays off for Tommy Hilfiger or ends in failure. The next chapter is yet to be written.
With Liebmann’s exit, there is opportunity for new leadership to leave its mark on Tommy Hilfiger’s brand and business. However, the risks of instability and lack of continuity also come into play. Uncertainty remains over key initiatives and direction in the interim as the brand determines its next steps under interim management. The road ahead is unclear but will become more apparent once permanent leadership is appointed and strategic priorities redefined. There is potential for fresh ideas but also dangers of derailing momentum. The coming months will be crucial for Tommy Hilfiger’s future progress.
