Avery Baker, Chief Brand Officer, Tommy Hilfiger, is responsible for leading brand-building initiatives that drive growth, consumer relevance and global alignment. Most recently, Baker has led the relaunch of the global Tommy Hilfier women's business with American supermodel Gigi Hadid as collaborator and global brand ambassador. Her vision for TOMMYNOW, the brand’s 'See Now, Buy Now' fashion show platform, revolutionised the traditional runway and pioneered an innovative new approach for the future of fashion. Avery oversees global marketing and communications, creative services and creative direction for product design.
Since joining Tommy Hilfiger in 1998, I have held multiple roles in marketing, communications and brand development across our company’s global offices.
As consumers are increasingly prioritizing experiences and authentic connections in their purchasing habits, I see my role as a curator of entertaining, democratic, and accessible brand interactions – from our stores and events to our digital ecosystem on tommy.com and over social media. Our industry is in a state of flux, and consumer behavior and mindsets are constantly changing, so I’m a firm believer in embracing risk, leaning into our pioneering spirit, and making incredible things happen.
In 2014, I became the Chief Brand Officer for Tommy Hilfiger globally, overseeing global Marketing and Communications, Creative Services and Creative Direction for Product Design. I focus on leading brand-building initiatives that drive business growth and global alignment.
Over the last eight years in particular, I’ve led the launch of key transformational programs that have focused on driving consumer-centricity, maintaining relevance with new and existing consumers, and celebrating our brand heritage and DNA. We’ve introduced the highly awarded “The Hilfigers” campaign platform, reignited the iconic ‘90s-inspired Tommy Jeans logo collection, and re-launched our women's business with American supermodel Gigi Hadid as our global brand ambassador.
In 2016 we introduced TOMMYNOW, our first in-season experiential fashion show concept open to press and consumers. The event revolutionized the NYFW runway as we assumed a leadership role in the important transformation that is taking place across our industry today. TOMMYNOW continues to lead a new era in the democratization of fashion, pushing the boundaries of “See Now, Buy Now” immediacy and delivering instant gratification to consumers around the world.
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