Wallis, the Sears-owned women’s wear chain, has appointed a marketing director with a brief to build a standalone Wallis brand.
She is Fiona Davis who was, until February, senior brand marketing manager at Bhs in charge of brand development.
However, Davis left the company by mutual agreement following a shake-up of Bhs’ marketing department, which also saw the depar ture of marketing director Helena Packshaw.
Davis says: “We are building up the senior management team at Wallis as part of a move by Sears to make the chain more autonomous.”
Wallis has not had a marketing director for many years.
Davis will be carrying out an audit of the brand to assess what distinguishes it from other fashion retailers on the high street and to build a long-term strategy.
Davis says she is not planning an advertising campaign. The Wallis brand is, however, linked with Procter & Gamble’s Ariel campaign where posters and press advertisements promote clothing at Sears shops but are paid for by P&G.
The company is still seeking a retail operations director and a commercial director.