The apparel company, which also owns Tommy Hilfiger, has just revealed that it’s adding a global chief digital officer to its c-suite and headhunters didn’t have to look too far to fill the new position.
Her new role will entail leading PVH’s global digital strategy and transformation across all brands, focusing on driving consumer engagement and leveraging technology to be able to do this.
“The world becomes increasingly more technology dependent and the retail landscape continues to change, making the role of CDO more important than ever to our business success,” said Mike Shaffer, PVH’s chief operating and financial officer.
“We believe this newly created role will fuel our transformation, enable us to react strategically to new disruptions and position PVH as a leader while building competitive advantages,” he added.
The move comes at a pivotal time for PVH, which has had a difficult past six months due to an unexpected fallout at Calvin Klein. The problem, which first came to light in December, was designer Raf Simons’ high-concept overhaul of CK Jeans, which failed to connect with consumers, while his runway collection, dubbed 205W39NYC, was not returning on the tens of millions of dollars PVH had plowed into it.
Ever since the shock announcement PVH has moved fast to remedy the situation. This included Simons’ departure, the end of the brand’s collection business, the exit of that business’ president Michelle Kessler-Sanders and the shuttering of Calvin Klein’s flagship on Madison Avenue in Manhattan.
It has also meant shifting more of its media spend to more commercial digital as well as social media advertising — no doubt where Gulin-Merle will come in as part of her new role.