A Chat with Christophe Gaigneux,EVP, Boston Apparel Group,

Also I want to move from a catalog-driven company to a more Web-driven company. That's one of the challenges we have right now. How do we evolve the brand entity online? We already have high Web-penetration, but we're just not completely there yet. We need to accept the Web on an enterprise-wide level, including merchandising. This is very caricatured from selecting the best assortment for each product line to a total redesign and product development shift. In terms of creative, we're moving from an external creative agency to an internal creative function. We're also moving from a conventional desktop production world to a full digital process. This is really the roadmap and we've engaged initiatives in all of these areas. We're ready to continue the transformation of this group with the Web as a key focus area. We've started to reinforce Web teams; we have a new Web site, and I think you saw that new Web site recently. We have launched a design initiative, product design I mean, in order to create more uniqueness and put a lot more emphasis on product development.

CS: Have you had any mentors?

CG: No specific mentors. I've been lucky in that I've had many great bosses. Many of them have been great mentors for me. They've helped me learn different things. I never had the same profile. It's been great for me because each boss learned who I was and taught me something different. My current boss is acting as a mentor, and he's helped me develop a more critical eye, build a stronger cost-control culture. He's been very helpful to me in the last few years.

CS: What about this business appeals to you? Why stay in cataloging?

CG: Really everything. I think I'm very grateful that we manage superb brands with a variety of people and a richness of talent which is incredible. We deal with a lot of different things. From creative to inventory, to merchandising to finance to marketing, direct marketing, marketing research. We have to deal with so many pieces of the puzzle. That's really incredible. You have the ability to shape the entire perception of a brand. It's really an A to Z process that's exciting to me. From needing to be strategic and detail-oriented at the same time, to the richness and broadness of the job and the business, it's just very appealing.