NEW YORK — Judith Leiber, the accessories firm famous for its jeweled minaudières, has appointed Robert Vignola president and chief executive officer.
Vignola said he plans to continue making the product younger under the creative direction of Frank Zambrelli and refocus the marketing.
He had been executive vice president of Burberry North America and helped to reposition the 150-year-old British brand, along with ceo Rose Marie Bravo, who will step down in July. Vignola replaces Maggy Siegal, who left the company in December to become president of Delman, a division of Nina Footwear Corp.
“Judith Leiber is the preeminent American luxury brand,” Vignola said. “It’s built a tremendous following and cachet with a select clientele.”
In recent years, the 42-year-old Leiber firm has been trying to attract younger, fashion-forward customers with leather and exotic-skin day bags. Its marketing focus now includes collaborations with musician Nelly and advertising campaigns starring socialites and “celebutantes,” such as a Vanessa Getty print campaign to bow this spring.
“We’re going to take a decidedly younger and sexier approach,” Vignola said, “going from Ladies Who Lunch down to the red carpet.”
He said he plans to expand into jewelry and fragrance, to outsource production where necessary, to work on international expansion and to increase the number of company stores in Miami and Dallas. Leiber has an eyewear license with Legacie. The company now has four stores, in Atlanta, Los Angeles, New York and Las Vegas.
But Vignola doesn’t want to alienate the core Leiber customer.
“[These changes] are not about flash and trash. It’s about class and quality,” he added. “And age isn’t a factor in that.”
Executives at Saks Fifth Avenue and Bergdorf Goodman were pleased with the appointment.
“We’ve done business with Judith Leiber for years and we’d love to grow it,” said Jim Gold, president and ceo of Bergdorf Goodman. “Robert is a great guy and built an incredible business [with Burberry]. We look forward to Robert bringing some of his experience in building a brand with Judith Leiber.”
“It’s a great hire for Leiber,” said Saks Fifth Avenue vice chairman Ron Frasch. “Robert is a superquality executive with an outstanding track record…. I’m sure he’ll bring some terrific contributions.”