NEW YORK — When Phillips-Van Heusen launches its new Timberland apparel line at retail this fall, the company will use a number of new strategies to reinvigorate the outdoor brand’s sportswear sales. The game plan calls for a new “green” marketing strategy, a major denim push, prominent in-store displays, a redesigned sportswear assortment and a value-pricing strategy that targets the core customer base of 25- to 35-year-old active men.
PVH signed a license last February to manufacture and market Timberland apparel in North America, as reported. The sportswear and dress shirt maker is aiming to leverage Timberland’s strong outdoor image to create a significant sportswear business, filling a void in its stable of designer, contemporary and traditional brands, which include Calvin Klein, Izod, Geoffrey Beene, Van Heusen and Arrow.
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