Rita Shukhman Joins MCM as VP of Marketing and Communication

by Kristen Heinzinger

After two years heading up marketing in the U.S. at Lands’ End, Rita Shukhman is getting into the leather luxury goods business. Today marks her first day as VP of marketing and communication at MCM. Before Lands’ End, Shukhman ran marketing and advertising at Dolce & Gabbana, and followed the then-president to Lands’ End. Her arrival at MCM couldn’t be better timing.

“MCM is an established brand that’s been a little bit silent for the past couple of years, but now it’s having this resurgence,” Shukhman told The Daily. “There is so much opportunity. It’s young and fun and kind of edgy and funky and appealing to a whole new generation. It has a really strong history, and at the same time it’s open minded about moving in a new direction. And there’s a lot of fresh blood coming in from luxury.”

As for what’s first on the agenda? “We’re looking at expanding retail,” she told us. “Retail is alive and well, if it works in perfect synergy with e-commerce. When you have something that’s at its beginning stages, and you can build it up, that’s where all the excitement is. That, for me, is everything.”

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