CMO Larry Luk readies marketing team to 'breathe new life' into Esprit brand

Apparel brand Esprit has made several appointments to bolster its digital and marketing offerings as part of its international expansion strategy, including key appointments for digital marketing and brand strategy. The company has appointed Ivy Au (pictured left) as vice president, head of digital marketing. In her new position, she is responsible for bridging brand marketing and eCommerce to drive channel deployment efficiency, and amplify the use of data to locate and reach the audience with messages that drive sales conversion. Au arrives with over 17 years of experience across APAC, where she led integrated marketing strategy for Chanel, L’Oréal, IKEA, Unilever and KFC. She joined the company from HKT’s loyalty programme The Club, where she was vice president of marketing.

Esprit has also appointed Maximilian Wang (pictured second to left) as head of marketing and communications. He oversees branding, corporate communications, brand and loyalty marketing, and visual merchandising to cement Esprit’s impression and relevance to new and existing customers worldwide. Prior to this role, he was group director and head of brand and marketing consulting at Ruder Finn Interactive Asia. Esprit said Wang specialises in brand strategy and transformation as well as digital and marketing solutions. He has more than 17 years of experience in the industry, including senior roles in-house and at agencies in Asia and North America.

Moreover, Calvin Wang (pictured middle) has joined the company as head of brand strategy, innovation and partnerships. In this position, he steers the co-creation of Esprit’s brand strategy to meet international business ambitions and rejuvenate its fashion presence. Wang boasts over 12 years of experience in fashion retail, editorial and brand management. Before Esprit, he played a key role in Christian Louboutin's store expansion plan across Asia and was the China lead at both Louboutin and Lane Crawford.

Esprit has also strengthened its digital experience by appointing Edwin Pak (pictured second to right) as chief technology officer. Pak spearheads the development of Esprit’s digital offerings by leveraging his extensive experience in enterprise systems development and creating digital solutions for industry giants including Hitachi and ABB. Esprit said with over 20 years of international experience, Pak is "well-versed in facilitating cross-functional integration and processes", which can help the company continue to deliver its commitments to meeting business goals sustainably.

Previously, MARKETING-INTERACTIVE reported that Esprit has appointed Tiffany Chu (pictured right) as head of eCommerce and CRM. She is responsible for expanding Esprit’s digital footprint and accelerating the establishment of eCommerce touchpoints. Additionally, she will work together with the product, brand marketing, digital marketing and technology functions to ensure the brands’ digital success. Esprit said these appointments will lead the company’s eCommerce expansion plan, creating a "seamless experience by integrating physical and digital businesses across its online and retail stores worldwide, bringing customers closer to its refreshed offerings."

They will report to chief digital and marketing officer Larry Luk, who joined Esprit after spending about five years at L'Oreal Hong Kong.

“I am pleased to have such an array of experienced and sophisticated talent joining us in this exciting mission to breathe new life into the Esprit brand. The team’s regional expertise will add significant value to the rollout of our eCommerce expansion strategy. I look forward to leveraging their passion and expertise in brand building to continue to bolster the Esprit brand across key international markets," Luk said.

Esprit has been working on plans to revitalise its brand image. In September 2021, the company appointed Pak William Eui Won as executive director and chief operating officer. The appointment was the early step of Esprit's revamp as the company said it was planning to rejuvenate its eSales platform to be more attractive and user-friendly.

At that time, the company said, "In the upcoming months, the company will roll out a redefined brand identity including Esprit’s purpose, values and behaviours. It will also look to execute a new customer relationship management system which will run alongside the launch of a website and digital commerce platform in America."

The company was also preparing for the launch of Asia-based commercial websites, while testing new in-store concepts and technologies. According to the company, the numerous enhancements in Esprit’s digital look and feel, as well as the trading ability for the European website are aimed at targeting global growth opportunities.

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