PVH launches cross-label e-commerce platform for heritage brands
Calvin Klein and Tommy Hilfiger owner PVH has launched an integrated e-commerce platform for its heritage brands, allowing cross-brand shopping between Izod, Van Heusen and StyleBureau, with purchases being grouped into a single shopping bag.
The platform allows consumers to switch between Izod and Van Heusen's site, while also going over to StyleBureau for a larger assortment. When customers decide to purchase, all items show up in one shopping cart at checkout.
StyleBureau offers style suggestions for men's dress furnishings and accessories across PVH's Izod, Van Heusen and Eagle brands. It also curates looks using dress shirts and ties from Calvin Klein and Tommy Hilfiger.
The site pulls looks from a bank of 200 neckties and 100 dress shirts. An additional feature is a tie matching tool that uses an algorithm to digitally coordinate pieces to make sure a curated look will come together in real life.
"The PVH portfolio of brands is united in its mission to bring quality, ease and sophistication to daily life," said Ken Duane, CEO of PVH's heritage brands business. "With the introduction of our new, multi-platform e-commerce site, those traits now extend to an intuitive, online purchasing experience"
The new e-commerce platform will also make PVH's largest collection of big and tall offerings available.
The platform was developed in partnership with design firm, Firstborn, and is now live.
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