(Corrects Bottomley's designation in paragraph 2 after a Vice
Media spokesman clarifies his role at Vice)
Feb 16 Ralph Lauren Corp named a Vice
Media executive to the newly created role of chief marketing
officer and hired Tom Ford International's chief operating
officer as a brand president, weeks after the surprise
resignation of CEO Stefan Larsson.
Jonathan Bottomley, most recently the chief strategy officer
at Vice Media's in-house advertising agency, Virtue Worldwide,
will take charge effective April 3.
Vice Media, a Canadian-American digital media and
broadcasting company, is a youth-focused digital media company
known for its "immersive journalism".
Tom Mendenhall will assume the role of brand president for
Men's Polo, Purple Label and Double RL from March 29, the
company said on Thursday.
The appointments are part of the "Way Forward" plan, which
was introduced by Larsson in June last year to strengthen the
leadership team and refocus on the company's core brands.
Larsson stepped down on Feb.2, following differences with
founder Ralph Lauren over the direction of the luxury brand.
Ralph Lauren, like some other luxury brands, has been
struggling with sluggish spending on luxury apparel and
accessories over the past few quarters.
The company's margins have also taken a knock as department
stores discount heavily to get rid of excess inventory.
Also, Ralph Lauren's lower-end Polo and Lauren brands are
facing competition from fast-fashion retailers such as H&M
and Inditex's Zara.
Under the "Way Forward" plan, the company has said it would
cut about 1,000 jobs and close 50 stores to keep a lid on costs.
Mendenhall has also held senior roles in companies such as
Abercrombie & Fitch Co and Gucci, owned by France-based
(Reporting by Gayathree Ganesan in Bengaluru; Editing by
Shounak Dasgupta and Sriraj Kalluvila)