Abercrombie & Fitch hires chief digital and technology officer
Abercrombie & Fitch has appointed Samir Desai to the newly created role of chief digital and technology officer.
Desai previously worked with luxury fitness company Equinox where his most recent role was chief technology officer. This included developing and executing a data strategy across the brand portfolio, launching a direct-to-consumer digital media business, and creating customer experiences that fused physical and digital strategies.
At Abercrombie & Fitch, he will be responsible for leading the company’s ongoing digital transformation strategy, including developing strategic initiatives through data and analytics, optimising customer and user experience, and further evolving the company’s portfolio of brands into digital experiences that are unique to each of the company’s diverse audiences.
Fran Horowitz, chief executive of Abercrombie & Fitch, said: “We are pleased to welcome Samir to Abercrombie & Fitch Co. His robust background and deep knowledge of technology innovation will be incredibly valuable as we continue our transformation journey to being a digitally led retailer. Over the past several years, we have prioritised investing in our digital capabilities. With Samir’s leadership, we look forward to further enhancing our omni-channel experiences and technology practices to remain close to our global customers.”
Desai will be a member of Abercrombie & Fitch’s executive steering committee and will report directly to Horowitz.
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