How Hilfiger Exports the Culture of Cool

CMO Avery Baker on the brand's vision of 'American classics with a playful twist'

Avery Baker is the embodiment of Tommy Hilfiger's ambitions to export its preppy vision of Americana, full of plaid and cozy sweaters, to the rest of the world. With a casual country-club polish, Baker operates as Hilfiger's chief branding officer and CMO. From her adopted hometown of Amsterdam she's overseen a steady climb in sales this year, besting sibling brand Calvin Klein (both are owned by PVH Corp.). In fact, PVH reported last fall that Hilfiger's profit rose 9 percent to $870 million in its fiscal second quarter.