Amazon names Susan Saideman as VP of Fashion in Europe

London - Online giant Amazon has appointed Susan Saideman as its new vice president for fashion in Europe. She replaces Sergio Bucher, who left the retailer earlier this year to take on the role of CEO at department store group Debenhams.

In her new role, Saideman has been tasked with growing Amazon's fashion division in Europe and expanding customer experience across the online retailer's five European platforms, namely the UK, France, Germany, Spain and Italy, in addition to improving its members-only online shopping website, BuyVIP.

Not only will Saideman have to work hard to change consumer's image of Amazon as an ideal platform to score a deal, she will also have to tackle its lack of current fashion appeal and fierce competition from online fashion retailers such as Asos and Zalando.

Saideman first joined the team at Amazon in 2013 as global vendor partner manager based at the company's head office in Seattle. Since then she has taken on a number of roles within the online retailer, including running Amazon's fashion division in India. Prior to joining Amazon, she served as the president for the Mars Retail Group.