PVH CEO Stefan Larsson talks about building ‘a next generation brand building group’ and how American fashion is about being cool, not price.
“We are trying to go back to the DNA that made these brands beloved and cut through culture and then make them current,” Larsson,“We have a consumer-facing part, which is driving as much desirability as possible into product, marketing and experience and then we build a data- and demand-driven underlying business engine,” Larsson said.
Larsson grew up in a small town in Sweden, caught the fashion bug and joined H&M’s fast-fashion charge before moving on to Old Navy, Ralph Lauren Corp. and, five years ago, PVH.“What I love about American fashion is that it doesn’t try to be pretentious about price,” he said. “American fashion to me is about being cool, cool is not about price.” “It’s about the intentionality of saying we’re going to set down to do something great,” the CEO said.
“I want PVH to be a next-generation brand-building group,” Larsson said. “I want us to be as small as we can be from a PVH layer perspective and be as focused on the brands and as consumer-facing as possible. I’m a big believer in leveraging the scale of being big, but working like we are small and that’s hard and I’m fairly successful at it.
“Is this a decision that we can quickly learn and improve on it?” he said. “OK, then it might not matter if it works or not. Then it’s just the momentum of learning and moving. Is it a big $200 million investment? Well, then we have to think that through.” “The consumer keeps moving,” Larsson said. “That’s why we have to be able to learn, to improve, to test, and most big companies are set up to control versus create. That’s why the learning cycle is so important.
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