Hunter Boots Taps Burberry’s Claudia Plant as New CMO
Plant, who has never once heard a joke about having a green thumb, previously spent 17 years at Net-A-Porter.
Claudia Plant
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Hunter Boots of rainy day fame got a new CMO last week, and she has quite the resume. Claudia Plant was not only one of Net-A-Porter’s original co-founders, but also…
- Was Burberry’s senior vice president of brand experience
- And recently served as interim CMO of Charlotte Tilbury Beauty.
Plant, who has never once heard a joke about having a green thumb, spent 17 years at Net-A-Porter back when it was still “trying to establish itself with a consumer group that wasn't yet convinced luxury and online went together very well,” per Fashion Network.
Why it matters: In a sense, that Net-A-Porter struggle is exactly what marketers at luxury brands have been tasked with since the pandemic began.
Case in point: 2020’s online Black Friday sales broke records, growing digital Black Friday sales 21.6% YoY to $9 billion, per Adobe Analytics data shared with Retail Brew. As e-commerce accelerates, having someone like Plant who has been there, done that will be integral to luxury brands’ success.
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