Esprit HK bullish on digital ambitions with Tiffany Chu as eCommerce head

Apparel brand Esprit has appointed Tiffany Chu as head of eCommerce and CRM. The appointment comes in line with the company's recent management shuffle as it brought on board former L'Oreal Hong Kong's CMO Larry Luk as chief digital and marketing officer. Chu joined the company in March 2022 after spending more than a year at The Estee Lauder Companies, where she was MAC Cosmetics's APAC online director, according to her LinkedIn. She boasts experience in the fashion industry as she worked for adidas as director of eCommerce from January 2019 to February 2021.

She also worked at Calvin Klein for more than three years. She joined as senior eCommerce manager for APAC in August 2015 and was later promoted to the position of eCommerce director for APAC. Chu also spent more than three years at Ralph Lauren, where her last position was senior merchandising manager of eCommerce for APAC from June 2014 to August 2015. She joined as merchandising manager of eCommerce for APAC in July 2012.

Esprit has been adding experienced marketers to the management of the company. For example, Luk was brought on board to push forward Esprit’s eCommerce expansion through customer experience strategies and deeper storytelling marketing campaigns. He has extensive experience in the fashion industry, as he was vice president, eCommerce for APAC at Calvin Klein from March 2015 to April 2017. Prior to this position, he worked for Ralph Lauren for more than five years, where his last position was senior director, merchandising, eCommerce. He also worked for adidas Group and Louis Vuitton in the earlier stage of his career.

Also in the same month, William Pak was named CEO effective from 1 March 2022, after approximately four months as he became interim CEO of the company with effect from 26 October 2021. In September, he was appointed as executive director and COO of the company. After the re-designation, Pak's appointment as executive director and COO of Esprit remains unchanged. According to the company, Pak is experienced in identifying and revitalising underperforming areas and driving favourable results while ensuring sustainable growth.

Related articles
Esprit names new COO as it eyes revamp of brand and digitisation
Former L'Oreal HK CMO Larry Luk heads over to Esprit