Backstage at Bottega Veneta Fall RTW 2017

MILAN Bottega Veneta is building its marketing and communications team as it plans to step up its digital commitment.

The Italian luxury company, following the appointment in February of Lisa Pomerantz as global chief marketing officer, has tapped Yannick Angelloz-Nicoud as worldwide communication director, effective April 3. He will report to Pomerantz.

“A seamless flow of communication between social and e-commerce activities is key for the future of luxury and it relies on the right team,” said chief executive officer Claus-Dietrich Lahrs. “This is the right moment to channel our efforts in a site that will help grow interest in what the brand is about.” Lahrs said the new version of the site will be ready in 2018. “The entire digital communication will be new and different and highly important compared with before and we had to make sure we have the right key members. We want to create fresh interest in a rich and exciting site incorporating new features to discover Bottega Veneta in a new way,” said Lahrs, pointing to an integrated and omnichannel approach with a customer-centric focus.

Bottega Veneta will continue its “tight partnership” with the Yoox Net-a-porter Group, “but this does not mean we cannot modernize and update our site with more content,” he said.

Lahrs was upbeat about the “strong relationship” between Pomerantz and creative director Tomas Maier. “They have known each other for many years since the early stages, when Tomas kick-started the collection in 2001, and I am happy she is back at this exciting moment in our evolution. She knows Tomas and they have a strong level of trust and she is experienced and knowledgeable in digital.” Her deep understanding of the brand, “combined with her extensive understanding of consistent storytelling across all touch points, is a necessity in today’s fractured and complex marketing landscape.” Pomerantz was previously  senior vice president of global communications and marketing at Michael Kors. Before this, Pomerantz was in charge of global communications at Bottega Veneta for nine years.

Angelloz-Nicoud joins from Hugo Boss, where he has been senior head of global public relations, events and celebrity. He joined the German firm in 2013. “Yannick has global press relations and experience with globally relevant events and with celebrities,” said Lahrs, who was previously ceo at Hugo Boss. “I am more than convinced that with their backgrounds, we have a strong team to grow in the future,” said Lahrs. Angelloz-Nicoud cut his teeth at Yohji Yamamoto and Michèle Montagne in Paris before moving to Milan in 2007 to join the Prada Group as Miu Miu communications director. From 2010 to 2013, he served the Giorgio Armani brand as worldwide public relations director, replacing Rod Manley in Milan. Manley is executive vice president, global communications at Calvin Klein Inc. in New York.

Lahrs joined Bottega Veneta in October, succeeding Carlo Alberto Beretta at the helm of the luxury label. Beretta was named chief client and marketing officer at Bottega Veneta’s parent company Kering.

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