De Luca Promoted at MyShape
Los Angeles–based MyShape has a new chief executive officer.
Prior to her promotion, Mercedes De Luca was chief technology officer of the 4-year-old MyShape. The company ensures proper fit when its customers shop using MyShape’s patented technology, which pairs items with shoppers’ personal measurements.
De Luca’s experience also includes serving as vice president and chief information executive of Yahoo! Inc. and vice president and chief information officer at Interwoven Inc. She is also on the board of INETCO Ltd. and the advisory board of CloudShare.
MyShape also named Rocky Hansler as senior vice president of marketing and Loree Lash-Valencia as senior vice president of business development.
Hansler’s career includes serving as vice president of e-commerce for PD Financial Corp., leading online-marketing strategies for Charming Shoppes, serving as direct-to-consumer strategy for Condeacute; Nast’s The Golf Digest Companies, and serving as e-commerce merchandising and marketing strategies for IAC/InterActiveCorp.
Lash-Valencia has served as vice president of sales and merchandising at Lois Hill Accessories; held design positions at BCBG, Guess and Tommy Hilfiger; and was director of special projects and fitness relations for Fila USA. She will be based in New York.
MyShape’s patented technology allows the site to act as a personal shopper, selecting fit- and style-appropriate clothing based on a shopper’s measurements and personal preferences. Shoppers can browse the entire site or head straight for MyShape’s selections, which can be found in the shopper’s “Personal Shop.”
Going forward, MyShape is looking to grow the business by forming “strategic retail and fashion-industry partnerships and build increased brand visibility.” Plans are also in the works to retool the company’s website, adding “enhanced personalization, rich editorial content and increased social functionality.”—Alison A. Nieder
