Her first order of business will be to relaunch True Religion’s Core Denim collection for women, offering a larger assortment of styles across a wider range of washes, silhouettes, and inclusive sizes. Blake also plans to continue collaborations with female artists and influencers, such as its recently launched partnership with American singer and actress Dreezy, the company said in a press release.
US’ True Religion, has named Tina Blake to lead the women’s growth strategy, aiming to drive customer acquisition. Blake will work closely with the creative director Zihaad Wells on various projects. She will create a consistent brand identity across all women’s business, from marketing and social media to e-commerce and brick-and-mortar retail stores.
She previously held the title of vice president of design and operations for Global Fashion Brands at Techstyle Fashion group. Prior to this, she worked at Guess for seven years, progressing from senior designer, young contemporary to director of design, Young Contemporary.
She will lead women’s initiatives and create a consistent brand identity across all aspects of the women’s business, including marketing, advertising, customer communications, social media, e-commerce, and retail stores.
“Tina’s proven track record of growing women’s businesses over the past 15 years makes her the perfect leader to help take True Religion’s women’s business to the next level. Our goal over the next three years is to increase women’s sales from the 35 per cent it is today to being on par with men’s at 50 per cent of the business. We have a legion of loyal women’s consumers and are very excited to fuel growth in this category,” Michael Buckley, CEO, True Religion, said.
“I’m thrilled to join True Religion at this extremely exciting moment in its history. It will be exciting to work with such a talented team on one of the most iconic names in fashion as we take the women’s category to a whole new level,” Blake said.
Fibre2Fashion News Desk (GK)