The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
American fashion group PVH said Wednesday it is selling off brand trademarks and other assets for IZOD, Van Heusen, Arrow and Geoffrey Beene, as it looks to focus on its core global brands, Calvin Klein and Tommy Hilfiger. The transaction is expected to close during the third quarter of this year, subject to regulatory approval.
The deal comes amid a wave of consolidation in the American retail sector, with groups including Gap and Ralph Lauren shedding smaller labels to focus on a tighter portfolio of brands. ABG, a licencing company that owns Forever 21, Barneys New York, Juicy Couture and Nine West, has been an active player. In May, it joined forces with SPARC to acquire outdoor brand Eddie Bauer. The company is reportedly also planning for an IPO this year, according to Bloomberg.
Retailers have long regarded the e-commerce behemoth as an existential threat, but it’s becoming increasingly difficult to ignore the benefits of selling on the platform — especially when a sales boost is badly needed.
The company, which has come under fire for allegedly ripping off emerging designers’ work, has partnered with thousands of creatives through its SheinX programme. BoF spoke with participants about what it’s really like to work with the fast-fashion giant.
The brand’s quirky running sneakers are no longer a novelty as rivals like Nike, Adidas and On launch similar styles. Yet sales continue to soar as consumers embrace its winning formula of comfort, versatility and unconventional looks.
As digital advertising costs climb, fashion brands are embracing events like in-store happy hours, trunk shows and parties in various formats to generate brand awareness and drive sales.