PVH Corp has rolled out a new shop-in-shop concept at Myer for its labels Calvin Klein and Van Heusen.
The ‘Suit Shop’ concept has been rolled out to six Myer locations.
PVH Corp head of sales and buying Australia Lewis Unterrheiner confirmed a further four sites would launch by the end of October 2023, with additional locations slated for 2024.
“This concept provides customers with a high level of expert service and the optimal product assortment across men's tailored categories," he said. “The ‘Suit Shop’ concept design features premium fixtures and anchors the department. It’s the destination for men’s formal and ‘what you wear to work’ dressing.”
Unterrheiner said the rollout aims to improve the shopping experience in the men’s tailored/formalwear category at Myer. He added that Van Heusen in particular is making significant investments to support this strategy and its partnership with the department store.
“We believe it's essential to meet the evolving needs of our customers and provide them with enhanced service and products.”
The shop-in-shop concept adds to Van Heusen’s 12 premium outlet stores across Australia, as well as online. The brand is also sold in David Jones
“Our focus has been on enhancing this footprint and ensuring an enhanced customer service experience,” Unterrheiner said. “We are constantly evaluating market demands and opportunities to ensure we provide our products to customers where they want to shop.”
The latest move comes as Van Heusen targets shifting customer demands in the fashion space. This includes a recent collection aimed at broken suiting.
“In 2023, we've noticed a fundamental shift in consumer behaviour within our category,” Unterrheiner said. “There has been a transition from traditional 'business wear' to more occasional wear dressing.
“We've observed consumers moving away from check design business shirts and dark-coloured suiting and seen remarkable growth in light-coloured textured suiting, casual blazers, and 'dress casual' shirting.
“Best sellers include products made from linen, including suiting, blazers, shirting, ties, and pocket squares.
“We predict this trend towards more casual and versatile attire will continue and we will need to provide our customers with the tools to enable them to mix and match to get the utmost flexibility from their investments.”