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PVH Expands Van Heusen Traveler for Fall

The multicategory collection is flowing into Kohl’s, J.C. Penney and Macy’s stores now.

Marketing material for the Van Heusen Traveler collection.

Van Heusen is hitting the road.

This story first appeared in the September 26, 2013 issue of WWD.  Subscribe Today.

The PVH Corp.-owned label is introducing a full travel-inspired collection that is targeted to a man on the go. Called Van Heusen Traveler, the multicategory collection is flowing into Kohl’s, J.C. Penney and Macy’s stores now for fall. A limited number of items had been tested for spring.

The collection is unusual for PVH because it is a “cross-classification launch” that includes dress shirts, neckwear, tailored clothing, woven shirts, knitwear, outerwear and socks. The merchandise is produced in-house as well as through licensees.

“Everything has a performance feature,” said Geoff Barrett, president of national brands for the PVH Sportswear Group. “It offers features from the athletic market that are incorporated into sportswear [and furnishings] such as wicking and stain release. Our guy likes performance and has it in everything else in his life.”

For example, ties have a microfiber lining on the tip and are sold in a pouch made of the same material that can be used to clean mobile phones and tablets. Shirts are noniron and feature a cool comfort finish and moisture management. The attributes of the line will be called out on hangtags and merchandising materials in-store.

The color palette is mainly conservative, centering around black, white and gray, with an accent of color such as red for summer and purple for fall.

Retail prices are $19.99 for core crewnecks, $24.99 to $34.99 for shirts and $250-$300 for suit separates with out-the-door prices of $129 to $149, and pants are priced at $70-$80 with out-the-door prices of $34.99 to $39.99.

“We see a large growth trajectory for this line,” Barrett said, declining to provide a dollar figure. He said the Traveler collection will be expanded into additional products in the future.