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New Look Technology

New Look hires Paul Rasmussen from Burberry as head of digital

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By Jennifer Faull, Deputy Editor

January 25, 2017 | 2 min read

New Look has replaced former digital director Jack Smith with Burberry’s head of user experience.

New Look

New Look hires new head of digital

Smith – who had been leading a project to get the fashion retailer’s senior executives on board with emerging technologies – left last September to set up his own business.

Taking on the role as head of digital is Paul Rasmussen, who has spent nearly five years as Burberry’s head of user experience. He also left the embattled luxury brand at the end of last year.

Prior to joining Burberry, Rasmussen served at a number of digital and creative agencies, including Proximity BBDO and Wunderman.

The hire will enable New Look to resume its efforts to put digital at the heart of its business. Last February it embarked on a five-year plan under Smith's direction to futureproof itself for innovations in artificial intelligence and virtual reality.

The first step for that vision was to ensure all of its senior executives were singing from the same hymn sheet on what the future might look like and how it's going to get there.

The retailer hired digital agency TH_NK to act as a management consultant to identify the right digital innovations for its commercial model.

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