![]() ![]() “In 2023, we've noticed a fundamental shift in consumer behaviour within our category,” Unterrheiner said. This includes a recent collection aimed at broken suiting. The latest move comes as Van Heusen targets shifting customer demands in the fashion space. “We are constantly evaluating market demands and opportunities to ensure we provide our products to customers where they want to shop.” “Our focus has been on enhancing this footprint and ensuring an enhanced customer service experience,” Unterrheiner said. The shop-in-shop concept adds to Van Heusen’s 12 premium outlet stores across Australia, as well as online. “We believe it's essential to meet the evolving needs of our customers and provide them with enhanced service and products.” He added that Van Heusen in particular is making significant investments to support this strategy and its partnership with the department store. Unterrheiner said the rollout aims to improve the shopping experience in the men’s tailored/formalwear category at Myer. It’s the destination for men’s formal and ‘what you wear to work’ dressing.” “The ‘Suit Shop’ concept design features premium fixtures and anchors the department. “This concept provides customers with a high level of expert service and the optimal product assortment across men's tailored categories," he said. 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. The ‘Suit Shop’ concept has been rolled out to six Myer locations. PVH Corp has rolled out a new shop-in-shop concept at Myer for its labels Calvin Klein and Van Heusen.
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