Skims names new chief merchandising officer

Skims on Thursday announced the appointment of Dawn Vitale to the role of Chief Merchandising Officer at the U.S. shapewear brand.

In her new role, Vitale will oversee global merchandising strategy, driving innovation across core categories, refining assortments, and supporting the brand’s continued international expansion, according to a press release from the company co-founded by Kim Kardashian.

A global merchandising leader known for scaling brands, Vitale joins Skims from Levi Strauss & Co., where she first served as vice president and was later promoted to chief merchandising officer for Levi’s.

Earlier in her career, includes leadership roles at PVH Corp., where she was vice president of Tommy Jeans and head of merchandising for Calvin Klein Jeans International, based in Amsterdam. Vitale began her career at Gap Inc.

“We are thrilled to welcome Dawn as our new chief merchandising officer,” said Jens Grede, co-Founder and chief executive officer of Skims.

“Her deep understanding of both data and design, combined with a passion for elevated product experiences, makes her the ideal leader to help Skims evolve its core offering while expanding thoughtfully into new categories and markets.” 

This appointment comes as the Los Angeles-based company looks to strengthen its global product organisation and evolve its merchandising strategy.

“I’m honored to join Skims, a brand that has redefined innovation in fashion,” said Vitale.

“I’m excited to build on its strong foundation by advancing the merchandising vision, delivering product assortments that connect deeply with consumers, and helping shape the brand’s next phase of global growth.” 

In September, Nike and Skims unveiled their first apparel collection, introducing far more than a collaboration, but a standalone brand: NikeSkims.