Petite Plume, the luxury children's sleepwear brand known for heirloom-quality pajamas and robes, has appointed Rebecca Goodman as Chief Marketing Officer. Goodman arrives from Manolo Blahnik, where she served as Vice President of Marketing and Communications, bringing extensive luxury brand experience to the role.
The hire signals Petite Plume's push to expand its market presence beyond its established customer base. Goodman's background at the iconic Spanish footwear house positions her to elevate the brand's positioning in a competitive luxury children's market dominated by established players like Bonpoint and emerging direct-to-consumer competitors.
At Manolo Blahnik, Goodman developed strategies for one of fashion's most recognizable luxury brands, managing communications and marketing initiatives across global markets. Her appointment to Petite Plume reflects the children's luxury sector's maturation and increased investment in sophisticated marketing infrastructure.
Petite Plume has built its reputation on premium fabrics, European craftsmanship, and timeless design sensibilities that appeal to affluent parents seeking investment pieces for their children. The brand operates primarily through its e-commerce platform and select retail partnerships. Goodman's role will likely focus on digital marketing expansion, retail partnerships, and brand storytelling that resonates with luxury-conscious parents.
The move comes as the children's luxury market experiences sustained growth, with parents increasingly willing to invest in quality basics and occasion wear. Goodman's hire underscores how legacy luxury brands and emerging children's labels now compete for similar consumer attention and marketing sophistication once reserved for adult fashion.