What: The role of Chief Digital Officer (CDO) in fashion companies is evolving as every part of the organization now has a digital element and the lines between online and offline are blurring.

Why it is important: The CDO role is becoming more strategic and focused on generating profitable growth rather than just managing digital presence.

Many fashion companies are reevaluating and reassigning the responsibilities and title associated with the CDO position. Some companies, like Tapestry, have eliminated the role altogether after achieving their digital goals. The majority of large fashion players now have a CDO, but they are now working to integrate digital responsibilities into other departments.

The title of CDO may decline in the future as the role evolves into something new, but the need for individuals with business and technology expertise won't disappear. Successful CDOs have strong business acumen, understand consumer behaviour, and possess leadership and communication skills to drive digital transformation.

Do brands need Chief Digital Officers?