For the first time, Calvin sold new suit underwear in the Amazon holiday season, bypassing the latest style that stores often have priority.
The move shows that Amazon’s ten years of deepening the old relationship between 0.03% and Calvin, which is by PVH PVH, + 2.41%, explains that brands are looking for new ways to reach consumers, as they go to department stores and other traditional retailers less.
Calvin was one of the first to embrace Amazon’s brand by selling limited products through online retailers, mainly underwear and jeans. Amazon’s growth, more labels are followed, including Nike Nike, + 1.06%, + 1.84% brocade company TPR, Kate Spade store and Lewis Te Laws company, to overcome worries about pricing, performance and prospects and potential competitors work.
“We want to reach consumers wherever they shop,” says Cheryl Abel Hodges, President of PVH’s suit underwear group. “Digital is one of the fastest growing channels, and Amazon is a really important part of the digital world.”