DE LA RENTA NAMES PRESTON MERCHANDISE MANAGEMENT VP

NEW YORK--Electra Preston has been named vice president of merchandise management at Oscar de la Renta Ltd.
Jeffry M. Aronsson, president and chief executive officer of Oscar de la Renta, said Preston's responsibilities in this new post will include but go beyond those of the firm's former director of licensing direction, Carmine Porcelli, who left the company in April. Preston will report to Aronsson and to designer and chairman Oscar de la Renta.
Aronsson said Preston will interface with the design studio and work closely with the company's licensees to manage design direction and product development for all product offerings except the signature collection. In addition, she will oversee the firm's program of coordinated marketing and advertising of its product array, which generates about $500 million at retail annually.
The appointment, Aronsson added, is in accordance with the company's strategy to further its growth as a global enterprise.
Preston was formerly divisional merchandise manager and director of operations for Polo Retail Corp., a division of Polo Ralph Lauren.

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