Premium apparel can be found in department stores: Macy’s, Dillard’s and Belk’s, which have been working hard to upgrade their assortments; specialty stores such as those run by L Brands, Gap, American Eagle Outfitters and Chico’s FAS; omnichannel retailers like J.Crew with its stores, catalogs and website; and manufacturers’ outlets and showroom stores such as those run by Under Armour and PVH, which operate at both ends of the merchandise pipeline.
Under Armour wholesales and retails garments under its own name and with its distinctive logo. PVH is a much older business with a complex history of mergers, acquisitions and operating names, best known as a garment manufacturer owning such brands as Calvin Klein, Tommy Hilfiger and Arrow.
In addition to wholesaling to department stores, specialty stores and other retailers, PVH also operates chains of Calvin Klein and Tommy Hilfiger stores in premium outlet shopping centers, as well as through e-commerce sites for the designer labels.
PVH describes the Calvin Klein brand as “one of the best-known designer names in the world, exemplifying bold, progressive ideals and a seductive, often minimal aesthetic.” Calvin Klein stores in the United States, including the flagship location on Madison Avenue in New York City, feature both men’s and women’s apparel as well as accessories and other products.
Tommy Hilfiger, on the other hand, is a “designer lifestyle brand and is internationally recognized for celebrating the essence of classic American cool style, featuring preppy-with-a-twist designs.” While there are Tommy Hilfiger stores in premium outlet centers, there are also many in urban settings. The preferred locations for these flagship stores are high-profile sites in major cities which can enhance local exposure of the brand. Tommy Hilfiger anchor stores, in contrast, are sites on high-traffic streets and in malls in secondary cities.