PVH Essay Example | Topics and Well Written Essays - 1000 words

PVH - Essay Example The current marketing strategy that the company is trying to implement is three-pronged: Wider range brand offerings; multiple distribution channels; wider range of price points. To complement this strategy, the company has the following in place. The company has broken down its markets into high end, middle and low end consumers, which will be discussed in detail in the next section. For each of these, the company has categorized its segments into Wholesale Dress, Wholesale Sports, Retail Apparel, Retail Footwear, Licensing of Calvin Klein and others. According to the company’s Annual Report1 in 2009, sales volumes for these segments show a huge chunk being contributed from the retail apparel and wholesale businesses. With the existing portfolio of brands, PVH has something to offer to a wider cohort of consumers. These are classified on the basis of their income and preferences of shopping, both of which signify their brand consciousness. These high end consumers spend a lot of money on very high quality clothing, footwear and accessories. The brand name matters a lot to them and they are willing to spend on the exclusivity and image the brand carries. These might include high successful businessmen, industrialists, sports stars and celebrities. For this topmost layer of this consumer segment, PVH One tier below that is the CK Calvin Klein range, which is offered through specialty stores. These consumers value good quality but also like practicality to go with it. They are image conscious, but not as much as the high-end consumers. For this client base, PVH has on offer Ferrell Reed and Eagle brands. These group of people have a decent amount of take-home pay but they are normally employed and have to conscientiously manage their spending. They do, however, appreciate good clothing and style. Brands offered for these customers include Calvin Klein and City of London; It can be noticed from the spectrum of brands offered