Drest has named a new VP of brand partnerships with Alex Holder joining the fashion styling mobile game. He’ll work closely with founder and co-CEO Lucy Yeomans “to drive the global commercial strategy in order to attract additional revenue streams as the business scales”, and will be supported by global brand partnerships consultant Tess Macleod Smith.
Drest
Holder’s background is a mixture of gaming, technology and fashion media. He joins from data and insights platform GEEIQ, where he was commercial director, “supporting global organisations to invest and successfully activate in virtual worlds on platforms such as Roblox and Fortnite”.
Before that, he spent a number of years at The Business of Fashion and he said he believes that “in a time where engagement is king, Drest has the potential to be an important marketing platform”.
Drest said he’s joining “at a pivotal moment, following the app’s relaunch this past November” and Yeomans added that his “experience in gaming, fashion and data is invaluable in order to make sure we drive and deliver brand partnership initiatives that will redefine how brands connect and interact with consumers”.
The company combines gaming with the inspiration and curation of publishing and offers a series of features that it says allow for “deeper storytelling and exceptional engagement times, connecting its roster of over 260 luxury brand partners to the customers of today and tomorrow in a unique and innovative way”.
Its most recent brand partnerships with luxury labels Versace and Manolo Blahnik yielded strong results. Versace saw more than 1.5 million items tried on in-game during the two-week campaign period and over 4 million pairs of Blahnik shoes were tried on in-game.
