Berchtold signalled she would be improving the design of Mosaic’s brands,with a focus on the fact that two-thirds of spending on clothing is by Australians aged 35 and older.
“You have people tripping over themselves to work out what a 20-year-old woman wants to wear when a 50-year-old spends the same or more on clothes and is likely online shopping just as much,” she told this masthead.
The digital fashion retail executive said she was excited by the opportunity to lead a “true omnichannel retailer”,which sold its clothes online and in physical stores.
Loading
“Low price is also not the antithesis of style,” she said. “I will be looking to amplify the pride in our brands and the people behind them,in providing affordable fashion for all.”
Mosaic chairman Richard Facioni,who owns theGeneral Pants,SurfStitch,Ginger&Smart,National Geographic and Lego brands in Australia,said Berchtold brought more than two decades of experience in digital retail through her time leading The Iconic,and before that,Rebel Sport.
“Erica not only has the right skill set to drive the future direction of the group,but also a strong understanding of our customers as a former general manager of two of our brands,” he said.