Source: The Business of Fashion
Summary
Stacia Andersen Krug, former marketing executive at Abercrombie & Fitch’s Abercrombie and Hollister brands, is set to join activewear label Vuori as its new Chief Marketing Officer in October. Krug will oversee Vuori’s marketing strategy and brand development. During her tenure at Abercrombie & Fitch, Krug led the rebranding efforts of the Hollister brand. Vuori has experienced significant growth in recent years, with sales projected to reach $500 million by the end of 2023.
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The look feels familiar.
Vuori’s hiring of Krug signals a push for mainstream recognition, echoing the early 2000s Abercrombie & Fitch aesthetic. Krug’s experience in rebranding Hollister will likely influence Vuori’s marketing strategy. The activewear market continues to grow, with brands like Lululemon and Athleta leading the charge. Krug’s addition to Vuori’s team is a calculated move to compete in this space. The cycle of former A&F executives joining smaller brands continues.
Author: Evan Null
