What's Happening?
FWRD, a luxury retailer under the Revolve Group, has appointed Rosie Huntington-Whiteley as its new fashion director. This move is part of FWRD's strategy to leverage celebrity influence in key corporate
roles, following the 2021 appointment of Kendall Jenner as creative director. Huntington-Whiteley will oversee merchandising and fashion curation, collaborating with buying teams on brand rosters and seasonal campaigns. The strategy aims to expand FWRD's reach by tapping into the aspirational appeal and engaged communities of celebrities. This approach has contributed to FWRD's success, with sales growth and increased gross profit, positioning the company to capture more market share as competitors face challenges.
Why It's Important?
The appointment of Rosie Huntington-Whiteley as fashion director underscores a growing trend among luxury retailers to integrate celebrities into executive roles, beyond traditional ambassador positions. This strategy is significant as it not only enhances brand visibility but also taps into the celebrities' extensive fan bases, potentially driving sales and customer engagement. For FWRD, this approach has proven effective, contributing to consecutive sales growth and a significant increase in gross profit. As the luxury e-tail market becomes increasingly competitive, leveraging celebrity influence could provide a competitive edge, helping FWRD to capture market share from struggling competitors.
