ASOS appoints ex-Tommy Hilfiger executive to lead AI Studios
ASOS has appointed former Tommy Hilfiger executive Nick Goodchild as AI and creative studios director.
In his new position, he will lead the online fashion retailer’s AI Studios, a cross-functional programme exploring how AI can complement existing studio expertise to create richer, more personalised shopping experiences.
Subscribe to TRBHe will also implement the use of AI across creative content production to create inspiring and engaging content for customers.
ASOS said Goodchild will bring a combination of creative leadership and commercial focus to the role.
Goodchild has joined ASOS from PVH, where he spent eight years at Tommy Hilfiger, most recently as vice president, brand transformation and studio. In that role, he led the brand’s global AI taskforce, which explored how emerging technology could support creative and studio operations.
Earlier in his career, he was senior creative manager for Amazon Fashion.
Vanessa Spence, executive vice president, creative at ASOS, said: “Nick brings a rare combination of creative leadership, studio expertise and practical experience of using AI to transform content production.
“As we continue to strengthen our Stylist proposition and bring our personalised fashion offer to life, his perspective will be invaluable in helping us unlock new creative possibilities while strengthening the speed, scale and impact of our work.”
Goodchild said: “ASOS has always stood out for its creative energy and its ability to connect with fashion lovers in a relevant and engaging way. I’m excited to join the team and explore how AI can enhance that creativity, giving the team new tools, enabling smarter ways of working and helping us create even more inspiring content for our customers.”
