ADNAS targets fashion world with new appointment
Applied DNA Sciences, a leader in PCR-based DNA manufacturing for product authenticity and traceability solutions, has announced the appointment of Stephen Birkhold to the company’s Strategic Advisory Board (SAB) and retention as a consultant to assist the company with market penetration in the fashion and luxury apparel and accessory markets.
“Steve’s expertise in fashion merchandising includes marketing, retail, wholesale, e-commerce and strategic positioning in a very competitive, fast-moving vertical that is a perfect fit for our technical platform. Together, we will help global brands to secure their position with forensic science,” said Wayne Buchen, Vice President of Strategic Sales for Textiles at Applied DNA Sciences.Mr Birkhold is a 30-year veteran of the fashion industry and is the former CEO of several of the world’s most prominent apparel brands. He has a proven record of effective strategic management, leading globally recognised brands, and having served as the CEO of Bebe Stores, Lacoste, Diesel and Earl Jeans, along with a 10-year tenure at VF Corporation working with Lee Jeans and Nautica Jeans.
“Steve Birkhold is one of the most respected names in fashion. His expertise will help us bridge the strategic connection between our leading-edge technology and the supply chains and associated claims of contemporary fashion. His knowledge of the global business environment within the fashion world, and his entrée in the most recognised C-suites, will accelerate our go-to-market timeline,” commented Dr James Hayward, President and CEO of Applied DNA Sciences.
