Revamp: United Colors of Benetton gets new chief

United Colors of Benetton will this week announce the hiring of You Nguyen as its new chief merchandising officer and creative director, as part of its new strategy to revamp the brand.

Born in South Vietnam and educated in France, Mr Nguyen joins Benetton from Levi Strauss in the US, where he was design vice-president, and made his name helping Levi to cut its jeans more accurately to fit women's bottom shapes. Mr Nguyen will be responsible for all aspects of the brand – from clothes design to in-store architecture – a similar role to the one played by Tom Ford at Gucci.

Alessandro Benetton, deputy chairman of the Italian fashion retailer, said Mr Nguyen's international experience would help write a new chapter for the group. Its stores, in 120 countries, have seen sluggish sales over the past few years.