PVH Corp., an American apparel company, has introduced a fresh shop-in-shop retail concept called the ‘Suit Shop’ within renowned Australian department stores—Myer—for its Calvin Klein and Van Heusen labels. This concept, currently operational in six Myer locations, aims to enhance customer experience by offering specialised service and a curated selection of men’s tailored clothing.

Lewis Unterrheiner, PVH’s Head of Sales and Buying, emphasised that the ‘Suit Shop’ is designed to serve as a premier destination for men seeking formal and work-appropriate attire, featuring top-notch fixtures and acting as a focal point within the department. Further expansion is planned, with four additional sites set to launch by October 2023 and more locations on the horizon for 2024 across Australia.

Van Heusen, in particular, is actively investing in this strategy and deepening its collaboration with the department store, aligning with evolving consumer preferences within the fashion realm. Their strategy responds to a noticeable shift in consumer behavior toward more versatile dressing, moving away from conventional business wear to embrace occasional wear. The trends highlight a surge in demand for lighter-coloured textured suiting, casual blazers, and dress-casual shirting, reflecting a departure from traditional dark-colored suiting and check-design business shirts.

PVH Corp. is leveraging this trend towards adaptable apparel to empower their customers with the flexibility to mix and match, thereby maximising the utility and value of their clothing investments.