Superdry PLC (LON:SDRY) has appointed former Tommy Hilfiger global head of womenswear to the new role of Chief Product Officer. The global fashion house has appointed Brigitte Danielmeyer in aim to further develop the creative innovation capabilities of the brand, it said.

In addition, it has announced the launch of a series of new disruptive fast-fashion ranges, Superdry Preview. The Superdry Preview launch aims to target a younger, more fashion-driven customer.

Superdry created Danielmeyer’s role to further develop the Global Digital Brand strategy. Equally, the role aims to deliver innovation and creativity to the brand’s in-house design team.

Superdry is a global digital brand which aims to deliver quality and innovation with every design. The premium high street brand operates in 55 countries, including their development markets of North America and China. It employs almost 5,000 workers globally.

Brigitte Danielmeyer commented: “I am thrilled to be joining Superdry, a global brand that I have admired for many years. Superdry creates amazing clothes for people around the world, through an obsession with design, quality, fit and value.”

“I am really excited about the opportunities ahead. There is real potential to build on the existing categories by extending the product offering as well as to expand into new markets.”

At 10:20 BST Superdry plc shares were trading at +1.57%.