Amazon names a new fashion boss as Christine Beauchamp moves to bigger role amid largest executive reshuffling in history (AMZN)

Ex-Amazon Fashion president Christine Beauchamp

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Amazon’s fashion chief Christine Beauchamp has been promoted to a bigger role that oversees all of the consumer products sold in the North American region.

Beauchamp’s official new title is Head of Consumer Categories. Her responsibilities include managing almost every product category sold in the North American region, from electronics and appliances to apparel and beauty. Amazon Fashion will be one of the many divisions under her realm now.

She continues to report to Doug Herrington, SVP of North America consumer. Her promotion follows the upcoming retirement of Jon Witham, who was VP of US hardlines for the past 14 years, as Insider previously reported.

Muge Dogan, a 13-year company veteran who was most recently VP of worldwide last mile delivery running Amazon’s Flex delivery program, has been named the new president of Amazon Fashion. Dogan reports up to Beauchamp.

Amazon’s spokesperson confirmed the change in an email to Insider. The move was earlier reported by WWD.

The shift is the latest in a string of high-profile executive changes at Amazon that has left at least 12 most senior positions empty at the company. The massive transition includes CEO Jeff Bezos stepping down to the executive chairman position, and other top lieutenants, such as retail boss Jeff Wilke and business development executive Jeff Blackburn leaving Amazon.

Beauchamp, who joined Amazon in 2017, has been the face of the company’s fashion business for the past four years. A former executive at Victoria’s Secret and Ralph Lauren, Beauchamp quickly rose through the ranks at Amazon, and in 2019, joined the company’s influential S-team, an exclusive group of about two dozen senior executives who work together on critical decisions.

Dogan, the new fashion president, has held a number of different roles during her time at Amazon. She was once part of the team in charge of the beauty and baby retail category, and was the merchandise manager for computers before that, according to her Linkedin profile.

Beauchamp’s time at Amazon Fashion was met with mixed results. While Amazon’s fashion business continued to expand, it struggled to rein in counterfeit products, resulting in many luxury products to ditch its marketplace. 

Amazon doesn’t break out sales from its fashion category in public earnings statements. But Wells Fargo previously forecast Amazon to become the largest US apparel retailer by 2019, with over $30 billion in sales that year. Most of those sales, however, are likely coming from commodity products, like shirts and underwear, instead of the more higher-end items.

Beauchamp tried to address some of those concerns at Amazon’s internal all-hands meeting last year, as Insider previously reported. She told employees that “over 50 global brands” have asked about selling on Amazon, following the launch of a new service called Luxury Services. 

SEE ALSO: Meet the 15 executives with the most power under Amazon retail boss Dave Clark — and the 4 who got pushed down as he rose to CEO

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