PVH Launches Dress Fur­nish­ings E-com­merce Site

WWD Digital Daily - - News - BY JEAN E. PALMIERI

PVH Corp. is show­ing some love to its her­itage brands.

The par­ent com­pany of Calvin Klein and Tommy Hil­figer to­day launched a cen­tral­ized e- com­merce plat­form for its dress fur­nish­ings la­bels.

Called Style­bu­reau.com, the new site al­lows con­sumers to pur­chase from the com­pany's Izod, Van Heusen and Ea­gle brands through one cen­tral­ized lo­ca­tion. The site also of­fers shirts and ties from Calvin Klein and Tommy Hil­figer.

In the past, con­sumers would have to shop on the in­di­vid­ual brands' web sites.

To help con­sumers make the best choice, Style­bu­reau also has a “tie match” tool that dig­i­tally co­or­di­nates the site's 200-plus neck­ties with its more than 100 dress-shirt styles.

The site also car­ries a broad range of PVH's big and tall of­fer­ings.

Ken Duane, chief ex­ec­u­tive of­fi­cer of Her­itage Brands at PVH, said the com­pany had “long con­sid­ered investing in a ded­i­cated e-com­merce site but wanted to en­sure it had a unique value propo­si­tion dif­fer­ent from those of our out­stand­ing re­tail part­ners. Our fo­cus was to pro­vide con­sumers with im­mer­sive brand-cen­tric ex­pe­ri­ences from Izod and Van Heusen, and an easy-to-shop por­tal uni­fy­ing all of our her­itage brands, in a sin­gle space. Launch­ing our own e-com­merce space has al­ways been a nat­u­ral pro­gres­sion for our busi­ness, but we have been very de­lib­er­ate in craft­ing an of­fer­ing with true value to our core con­sumer.”

The launch comes at a time when dress fur­nish­ings as a whole have been chal­lenged. How­ever, Duane said per­for­mance de­pends on the cat­e­gory and the com­pany's dress shirt busi­ness “has

Style­bu­reau.com will of­fer shirts and ties from Ar­row, Van Heusen and Ea­gle.

per­formed quite well over the last year. How­ever, as the neck­wear in­dus­try has shrunken, our busi­ness has cer­tainly been un­der pres­sure as fewer men are wear­ing neck­ties to­day.”

He said the her­itage brands' sales over­all rose 5 per­cent in the first quar­ter, “well above our plan, and in­cluded a pos­i­tive im­pact from a whole­sale tim­ing shift as a re­sult of cer­tain ship­ments fall­ing in the first quar­ter ver­sus the sec­ond quar­ter as pre­vi­ously planned. In gen­eral, we saw nice per­for­mance across our whole­sale busi­nesses with con­tin­ued share gains and our her­itage brands re­tail busi­ness posted a 1 per­cent comp-store sales in­crease.”

Duane stressed, how­ever, that the launch of this site was not in­tended to cir­cum­vent the com­pany's de­part­ment-store busi­ness.

“We con­tinue to have a strong re­la­tion­ship with our whole­sale part­ners but rec­og­nized the im­por­tance of a di­rect-to- con­sumer e-com­merce ex­pe­ri­ence,” he said. “We saw a great op­por­tu­nity to pro­vide con­sumers with a cen­tral­ized plat­form that brings our brands to life, create a unique con­sumer ex­pe­ri­ence, pro­motes our full prod­uct of­fer­ings in an easy-touse way, and in­cludes styling fea­tures like our new tie-match tool.”

The site was built in part­ner­ship with First­born.

All of PVH’s her­itage brands are now avail­able on one cen­tral­ized e-com­merce site.

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