By  on May 24, 2010

NEW YORK — When Rue La La last month named Robert Hall chief marketing officer, there was some collective head scratching within the fashion industry. Hall had been vice president of brand development at Boston Beer Company for the last decade. His appointment begged the questions: Do beer and fashion have anything in common, and if they don’t, does it matter?

“It may look like we made an untraditional hire,” said Ben Fischman, chief executive officer of Rue La La. “Bob has a combination of fabulous brand building experience and an understanding of viral marketing. He has a great knowledge of the Internet and the brands we work with. Just because he doesn’t come from an Internet company on the West Coast doesn’t mean he can’t be successful.”

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