Mackage, the Canadian model finest identified for luxurious outerwear, has appointed veteran trend govt Tanya Golesic as its chief govt officer, including expertise to the group to help progress initiatives.
Golesic succeeds Mackage founder Patrick Elfassy, who has turn out to be govt chairman. Elfassy is the brother of Mackage founder Eran Elfassy.
“Tanya’s results-driven method will construct model desirability by revolutionary digital advertising and marketing, targeted product assortments and worldwide growth in key markets. All will serve to speed up the model’s present trajectory,” stated Patrick Elfassy in an announcement.
“I’ve all the time had a deep admiration for Mackage,” Golesic instructed WWD, including that she has identified the Elfassy brothers for a few years. “Patrick stated that is our time to take Mackage to a bigger platform. He stated that is one thing I’d be nice at.”
Golesic, a Canadian residing in New York, beforehand served for 5 years as president of the Americas for Jimmy Choo. She’s credited with producing high-profile collaborations for the Jimmy Choo model, together with these with Off-White and Timberland, and as a member of Choo’s govt group she was concerned within the sale of the corporate to Capri Holdings Ltd.
In February 2021, WWD reported that Golesic would in April of this 12 months turn out to be international president of girls’s for Michael Kors, which is a part of Capri. A Mackage spokeswoman instructed WWD that Golesic “couldn’t cross up the superb international CEO position at Mackage.” Kors has but to fill the ladies’s position Golesic left behind.
Earlier in her profession, Golesic was international chief industrial officer at Canada Goose, one other high-end outerwear model. Whereas there, she helped to recontextualize Canada Goose with product placements and partnerships at luxurious trend manufacturers, together with Marc Jacobs. Golesic additionally held govt roles at Marc Jacobs Worldwide, The Jones Group and Ralph Lauren Corp.
Golesic instructed WWD that her agenda could be to extend wholesale distribution, the model’s retail footprint, and e-commerce.
She additionally stated, “There are big alternatives across the model storytelling piece,” suggesting extra aggressive advertising and marketing forward. “There may be a lot that’s good about Mackage that hasn’t been instructed.”
Golesic stated the corporate is searching for to develop a retail footprint in Paris, London, Milan, Tokyo, Hong Kong and South Korea, the place the corporate doesn’t but function shops. “We will probably be opening shops in Europe and Asia within the subsequent three months — a handful.” She stated it was too quickly to specify future websites.
Mackage operates 11 shops, in Canada and U.S.
As well as, “We are going to proceed to roll out the retail footprint in a pop up model, opportunistically,” in ski areas, similar to Aspen, Colo., and the French Alps. They’d be take a look at markets for attainable everlasting shops.
The privately owned Mackage additionally wholesales to Saks Fifth Avenue, Neiman Marcus, Holt Renfrew, Bloomingdale’s and Nordstrom, amongst different shops, conducts e-commerce, and is bought in additional than 40 nations worldwide.
On the merchandise entrance, Golesic famous the corporate launched a footwear capsule assortment final 12 months and can do one other this fall. Different class launches are being thought-about, although Golesic stated she couldn’t but specify which of them. “We simply must take a while and work out how we map it out. We wish to be tremendous genuine,” she stated.
The most important class for the corporate stays luxurious outerwear. Kinds have technical efficiency traits similar to being water-repellent, windproof and breathable. Energetic/athleisure-styled ready-to-wear, and equipment, are additionally supplied. “You will notice a big shift as proceed with extra active-oriented rtw, and equipment and footwear.”
Requested if the unusually excessive temperatures not too long ago in North America and Europe have impeded outerwear gross sales, Golesic replied: “Completely not. Mackage has a really broad assortment,” including that the assortment presents light-weight down and heavier down outerwear, outerwear in different supplies similar to wool and leather-based, and runs the gamut from rainwear to skiwear.
Golesic stated the corporate has early indications that there’s a shift again to outerwear to finish an outfit and that the corporate has for fall a brand new “Cloud” assortment in down. “It’s very, very light-weight and heat and useful. It virtually looks like you’re wrapping your self in an enormous cloud.
“Mackage has the aptitude to innovate on the highest ranges by way of fabrications, supplies and sustainability, with the distribution and model recognition to scale considerably,” Golesic stated.