PVH Corp., owner of brands including Tommy Hilfiger and Calvin Klein, released a phased reopening plan for its stores in the U.S. and around the world as the company continues to navigate the COVID-19 crisis.
As of Tuesday, approximately 180 company-operated stores across all brands are now open in North America, along with 350 in Europe, 1,000 in Asia, 75 in Australia and four in Brazil. Phased reopening will continue over the next several weeks as additional localities lift restrictions on retail operations and other requirements are met.
PVH said it is taking a measured approach, considering not only the ability to re-open, but local infection rate trends, store staff readiness and training, and the availability of protective and cleaning equipment and supplies to prioritize the health and safety of associates, consumers and communities. Specific practices will vary by region as informed by local ordinances.
“We are so grateful to our retail teams for their unbelievable dedication and hard work helping us get back to business,” Manny Chirico, chairman and CEO of PVH, said. “PVH has long worked to create an inclusive workplace environment where every individual is valued and we recognize that everyone comes to this crisis with a different personal situation. As we collectively begin to create a ‘new normal,’ we will continue to prioritize health and safety.”
PVH noted that it’s also continuing to expand its digital connections with consumers. Tommy Hilfiger will host a May 26 shoppable livestream event across North America and Europe on Tommy.com featuring stylists and influencers, while Calvin Klein launched the Pride campaign–#PROUDINMYCALVINS–that explores the different perspectives of the shared experience of the LGBTQ+ community. The move reflects how similar fashion brands, including Levi’s, have leveraged digital channels and social media to remain relevant and top of mind with quarantined consumers.
The company’s Van Heusen and Izod brands unveiled the new Heritage Brands corporate-responsibility platform on their websites. Overall, the company is experiencing online sales growth well in excess of the rate achieved in 2019 and it believes its overall digital penetration will continue to increase throughout 2020.
The company said its global leadership team has worked across its businesses and functions on the reopening plan that includes protocols applicable to stores, warehouses and offsite locations designed with health and safety in mind from warehouse through purchase. Protocols in stores include extensive use of masks, reduced occupancy, social-distancing measures, added cleaning procedures, changes to fitting room use and enhanced return policies.
At the same time, the PVH Foundation announced a commitment of more than $2 million toward COVID-19 relief efforts, and PVH Supply has secured more than 16 million units of personal protection equipment and protective supplies.
PVH has more than 40,000 associates operating in some 40 countries, with $9.9 billion in annual revenue.