Levi’s hires Euro chief for Dockers

Levi-Strauss has appointed Gudy Vlastnik, Parfums Christian Dior manager for Sweden, to run the Dockers brand across Europe.

Vlastnik will join Levi’s in March as European vice-president of marketing for the company’s young adult category. She replaces Joe Middleton, who will become president of Levi’s Europe when Carl von Buskirk retires at the end of the year.

Levi’s has merged its sales and marketing operations to stem declining denim sales. It has also created two brand categories: youth, which includes the Levi’s brand; and young adult, incorporating Dockers.

Vlastnik’s appointment finalises the marketing structure for the young adult category, where Nick Coe is European marketing director, Patrick Mercanton European marketing manager, and Hester Hettinger UK marketing manager.

In the youth category, Manelisa Mavuso of Levi’s South Africa has been named UK consumer marketing manager.

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