SMCP names new head of digital

As SMCP ramps up its digital business, the French premium fashion company has named Olivier Malvezin as its new Chief Digital transformation & Operations officer.

His role will be to oversee the womenswear and menswear group’s Digital, Supply Chain, IT and Demand Planning teams at group level. This also sees him joining the Executive Committee as of this week.

SMCP CEO Daniel Lalonde said of his appointment that “his arrival fits perfectly well with our recently announced strategic plan, which combines a stronger focus on brand attractiveness, a ‘phygital’ strategy to offer a seamless customer experience, a strengthened platform and a reinforcement of our sustainability approach”.

He added that Malvezin’s “extensive experience and expertise in digital transformation, including big data and artificial intelligence as well as his excellent knowledge of the Asian market will be strong assets that will contribute to SMCP’s ambition”.

Many company’s have been adding to their digital expertise in recent years but this year has seen their online focus intensifying as lockdowns have driven consumers online and helped them develop habits that should endure even when life gets back to normal.

SMCP names new head of digital

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