Abercrombie & Fitch Finds Its First Tech Leader

George PaulNews
Abercrombie & Fitch

Editorial credit: Paul McKinnon /

Abercrombie & Fitch has named its first-ever Chief Digital and Technology Officer, Samir Desai, to lead its digital transformation.

In the newly created position, Desai will serve on the retailer’s Executive Steering Committee and will report directly to CEO Fran Horowitz.

He will use data and analytics to help develop new strategic initiatives, optimize customer and user experience, and create digital experiences that are unique to each of the company’s brands and audiences. To do so he will lean on his past experience as the CTO of private fitness club Equinox.

“We are pleased to welcome Samir to Abercrombie & Fitch Co. His robust background and deep knowledge of technology innovation will be incredibly valuable as we continue our transformation journey to being a digitally led retailer,” Horowitz said in a press release. “Over the past several years, we have prioritized investing in our digital capabilities. With Samir's leadership, we look forward to further enhancing our omni-channel experiences and technology practices to remain close to our global customers.”

Desai is the second high-profile tech hire in the fashion world in the last week as Fossil recently appointed its own Chief Digital Officer.


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