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 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-to-use way, and includes styling features like our new tie-match tool.”
The site was built in partnership with Firstborn.