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.