G-Star RAW gets a new CMO

G-Star RAW has appointed brand marketing director, Gwenda van Vliet, as the new CMO in a global remit.

She replaces Thecla Schaeffer, who left the company 10 months ago to become the CMO of Accell group.

Van Vliet brings over 15 years of marketing and communications experience in retail fashion brands, having served in several global marketing leadership roles, most recently for VF Corporate and Wolford.

She was the global brand and marketing director of Wolford for 18 months, following a more than four-year stint at VF Corporation as global marketing director.

Van Vliet will sit on the executive committee and serve as the global brand and marketing architect responsible for defining, amplifying and expanding the brand’s voice to position the business for long term growth. 

 “I’ve always admired G-Star's unconventional ethos, including the culture, creativity and innovative spirit of the brand. These core values are what makes G-Star unique and I am thrilled to work with the team on the important task to deliver a bold, new and exciting point of view to our consumers around the world,” Van Vliet said.

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