The company has handed Fardell the reigns of the multi-billion dollar brand, which was established 20 years ago. Now owned by Liz Claiborne, it is one of the company's most successful fashion brands.
Fardell's mandate is to build on the brand's strong heritage and deliver a more balanced fashion lifestyle portfolio over the next three years. His visit to Dubai provided MAF Fashion executives with an overview of his three year strategy, which focuses on product, stores and marketing.
'We're looking at taking the Mexx brand to a higher level, making our products more accessible to the customer and building on the contemporary, effortless and stylish positioning, said Fardell.
'Fresher, more contemporary store concepts are being introduced with all new store openings and the company has a 'fast-track' plan to refurbish 180 existing stores by the end of 2008. Marketing will play an equally important role with our team looking at ways to have a stronger and more innovative marketing approach.'
He added: 'We've had successful meetings with Majid Al Futtaim Group to discuss the opening of additional stores in the region. The Middle East market is rapidly growing and presents huge growth potential in the fashion industry. We want to be part of that growth and ensure we deliver to the high expectations of the discerning Middle East customer.'
Mexx CEO visits Dubai
Jeff Fardell, the newly appointed CEO for Mexx fashion brand visited Dubai to meet with local franchise partner, MAF Fashion, which is owned by the Majid Al Futtaim Group.
- United Arab Emirates: Monday, October 01 - 2007 at 12:14
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About MAF Fashion LLC:MAF Fashion represents a natural progression in the development of the Majid Al Futtaim Group. With significant infrastructure already in place, MAF Fashion is building a successful fashion business by acquiring rights for prominent brands and developing their presence in the Middle East, Levant, and North Africa.
Early in 2006 the first fashion group to benefit from this venture was the internationally renowned women's wear designer Liz Claiborne with her various brands: Mexx, XX by Mexx, Lucky Brand Jeans, Juicy Couture and Monet.
MAF Fashion owns and manages 80 free-standing stores including a number of department store concessions trading under the Liz Claiborne brand names of which Mexx is currently the most prominent. http://www.mexx.com
For more information please contact:
Krupa Uthappa - Promoseven Weber Shandwick
Posted by Lara Lynn Golden, News EditorMonday, October 01 - 2007 at 12:14 UAE local time (GMT+4)
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