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.