MILAN – Bottega Veneta is restructuring its organization and is promoting Dario Gargiulo to chief executive officer of Greater China to raise the brand positioning and client experience within the region.

Gargiulo is currently chief marketing and digital business officer. He joined Bottega Veneta in 2018 as CMO after a three-year stint at Diesel. Before that, he worked for 12 years at Heineken in various marketing positions in Italy, the Netherlands and Brazil.

Samuel Diep, currently chief merchandising officer, who joined Bottega Veneta in 2020, has been promoted to chief merchandising and marketing officer, tasked with further strengthening the alignment between product and brand strategies.

Prior to joining Bottega Veneta, Diep led the merchandising team in China for Celine since 2019. Before that, he worked at Loewe and Saint Laurent in Paris for greater than 10 years, in each collection and retail merchandising.

Ellen Kim, currently CEO of Japan-Guam and Korea, and who joined Bottega Veneta in 2016 as general manager of Korea, has been promoted to the position of CEO to the newly formed APAC region, adding Southeast Asia to her current perimeter. Prior to joining Bottega Veneta, she spent 10 years at Chanel in various positions.

All appointments are effective July 1, and every executive will report back to group CEO Leo Rongone.

Further pointing to the brand’s increasing give attention to the Asian continent, Bottega Veneta will stage a repeat show of its fall 2023 collection in Beijing on July 20, as reported. The gathering was unveiled in Milan in February, the third by creative director Matthieu Blazy.

For Beijing, Blazy will develop dedicated latest looks, and the show will construct on Bottega Veneta’s growing brand presence in China, including its multiplatform campaigns for Chinese Recent 12 months.

In February, the brand, which quietly left Weibo two years ago, returned to the Chinese social media platform, a method that helps it gain broader visibility within the Chinese luxury market. The brand has also been leveraging K-pop stars to drive online traffic.

South Korean boy band BTS’ Kim Namjoon, known by his stage name RM, attended Bottega Veneta’s fall fashion show in Milan last month, causing pandemonium contained in the venue.

Mika Hashizume is a frequent collaborator of the brand within the Chinese market. The Japanese-American heartthrob with greater than 2.4 million followers on Weibo gained popularity for competing within the Chinese singing survival show “Chuang 2021.”

Last yr, Bottega Veneta took over a part of the Great Wall to have fun the Chinese Lunar Recent 12 months.