Xia Feng

SWM Digital Distribution Director @ Richemont

Xia Feng is a senior executive with 25 years of global leadership experience in the fashion and luxury industry. She is currently Digital Director of Richemont Specialist Watchmakers Division. Richemont, the Swiss luxury group, is the owner of some of the most prestigious names in the luxury industry including Cartier, Van Cleef & Arpels, Vacheron Constantin, Jaeger-LeCoultre, IWC, Buccellati, Piaget, Chloe, and Montblanc. In her current role, Xia oversees for digital strategy, global ecommerce, marketplaces, and omni-channel development and drives client-centric digital transformation for Richemont watch division.

Prior to joining Richemont, Xia was General Manager, International at Barneys New York, where she accelerated the luxury retailer’s global expansion. Prior to Barneys, she was Vice President, Digital & Strategy at VF Corporation, a global leader in outdoor and action sports industry, owning a portfolio of brands such as The North Face, Vans and Timberland. During her 10-year tenure at VF, she served multiple strategic roles in the company’s US, EMEA and China locations.

Xia began her career in 1998 in Shanghai, China, at the world’s leading PR and advertising agencies, Ogilvy & Mather and Edelman. Her work contributed to the great success of many western companies entering China such as Volkswagen, P&G and Avon.

Outside her corporate responsibilities, Xia served as strategic advisor for start-ups, student mentor and speaker at renowned universities and institutions such as Wharton New York Alumni Club, Columbia Business School, Parsons School of Design.

A native of Chinese, Xia has studied, lived and worked in the U.S. and Europe for 20 years. She has an MBA from the University of North Carolina and a bachelor’s degree in journalism from Fudan University in Shanghai.

Xia Feng lives in Geneva, Switzerland