Yoox-Net-A-Porter appoints Lea Cranfield as chief buying and merchandising officer
Yoox-Net-A-Porter Group has appointed Lea Cranfield to the newly created role of chief buying and merchandising officer.
In addition to overseeing the buying and merchandising teams, Cranfield will use the know-how of Yoox-Net-A-Porter’s in-house data analytics team and the group’s China Alibaba JV to predict trends more accurately and understand local preferences. The group said she will also accelerate its approach to “modern buying”.
Cranfield previously worked with Yoox-Net-A-Porter for seven years in senior merchandising roles, but left to join Matchesfashion.com in 2018 as commercial director.
Federico Marchetti, chairman of Yoox-Net-A-Porter, said: “As a dataphile, I have long believed in the power of analytics in the fashion world to enrich the design, selection and service experience for customers. At Yoox-Net-A-Porter we have pioneered the union of style excellence with the precision of data, carefully finding the balance between human and machine to enhance our curation of the world’s most coveted brands. I am delighted to welcome Lea back to our Group – her innovative mindset matches ours and together we will accelerate our journey to a new era of luxury and fashion buying.”
In her new role, Cranfield will report to Yoox-Net-A-Porter luxury division president, Alison Loehnis.
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