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Alexandra Ford English, the great-great-granddaughter of the founder of Ford Motor Co., has been hired to expand the family brand that Versace once used to sell hoodies valued at $ 1,135, the automaker announced on Monday.
The newly created position of Global Brand Merchandising Director enables the 33-year-old Englishwoman to leverage the commercial skills she acquired prior to joining Ford in 2017 … in San Francisco.
“It will drive a growth strategy that leverages Ford’s iconic brand, iconic vehicles and motorsport achievements to create an expanded collection of lifestyle items,” Ford said in a press release. “Demand for Ford goods has only increased in recent years with the introduction of popular new vehicles such as the Bronco, Mustang Mach-E and the F-150 Lightning.”
In 2019, Ford hit the headlines when the Ford Blue Oval adorned a Versace men’s line.
English said she wanted to create new ways for consumers to connect with the brand.
“There are passionate Ford fans all over the world and we want to offer them an inspiring collection of merchandise and accessories and possibly even digital products,” English said in a statement.
Suzy Deering, global chief marketing officer, said Ford is a brand built on consumer passion. “We are extending that pride to all aspects of our customers’ lives; we are becoming a lifestyle brand. “
The luxurious Versace Fashion House contacted Ford three years ago for a one-year license agreement and presented a men’s clothing line with classic Ford logos during the Fall-Winter 2019 collection at Milan Fashion Week in Italy.
The Versace Man collection “reflects the modern concept of man, an idea of masculinity that pushes boundaries and breaks the rules of men’s fashion by questioning ideas and stereotypes,” the clothing company said in a press release at the time.
“Only a confident man can look beyond the status quo and question it. This new found attitude gives him the freedom and security to ignore conventional norms about beauty and even more about masculinity. “
Back then, people loved the blue collar chic.
While the official Ford merchandise store sold a Ford hoodie online for $ 40, Versace hoodies at Neiman Marcus ranged from $ 332 to $ 1,135.
For the new collection, the Versace design includes the famous Ford logo on sweatshirts, shirts, sneakers and pants.
Now English has the opportunity to use those dollars for the company.
English was elected to the Ford board of directors in May, becoming the first female family member on the board. Within the company, she has been Director in Corporate Strategy for Ford since March 2020, responsible for Enterprise, Connectivity and Digital Network Strategy, the automaker announced in its press release.
She is the daughter of Bill Ford, the company’s CEO.
English started at Ford as Director of Markets and Operations for Ford’s Autonomous Vehicle LLC, where she oversaw the launch and operation of Ford’s autonomous vehicle business in Miami; Austin, Texas and Washington, DC
English earned a bachelor’s degree in human biology with a major in neurobiology and physiology of human behavior from Stanford University. She also holds a Masters in Business Administration from Harvard Business School.
A Ford logo on a 2017 Ford Focus.
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