NEW YORK — Perry Ellis is gearing up to launch a line of women’s sportswear next spring, and has brought two key players to lead the charge.
Elissa Bromer has been hired as president of Perry Ellis women’s wear and Liz Tippens as executive vice president in charge of brand management and strategic planning. While Tippens will report to Bromer, both will ultimately report to Dan Shamdasani, president and chief executive officer of the Public Clothing Co., which holds the license for Perry Ellis women’s apparel.
“The key here is it will be value-driven — much more fashion-focused. We really want to go back to the best of Perry and do [the line] in a new, innovative way,” said Bromer, who has spent roughly the last eight years as president at Bill Burns, a Kellwood Co. bridge line, Liz Claiborne Inc.’s career division and at Andrea Jovine. Bromer left Bill Burns in June 2001 and then worked as president of global sales for Seventh Online, where she remains a consultant.
The iconic brand, which launched a collection of better-priced dresses for spring with AV2000, will do women’s sportswear under the Perry Ellis and Perry Ellis Portfolio brands.
Bromer said Public Clothing is well financed and has strong leadership, and can be strategic but not in a stifling, too-corporate way.
“We have taken on a large challenge, but we’re very optimistic that this will succeed,” said Bromer.
Tippens brings more than 20 years of experience in strategic merchandising to her new role. She most recently was vice president and divisional merchandise manager at Victoria’s Secret Direct, where she was responsible for product development for swimwear, shoes, accessories, fragrance and beauty. She also worked at Neiman Marcus as a vice president and dmm for 15 years.
“We’re very focused on taking advantage of some of the key retailers both Elissa and I have known in our past to understand what their needs are and see where some opportunities and voids might be,” Tippens said. “We hope to marry that with some of the heritage attributes that Perry Ellis stands for: spirited but very understated and comfortable fashion.”