Detailed narrative
PVH Plus Plan Progress and Strategic Focus
PVH continues to make meaningful progress on its multiyear PVH Plus plan, building momentum despite a dynamic environment. The plan focuses on sharpening consumer focus, delivering stronger products, engaging consumers with 360 marketing, and improving the marketplace experience in both D2C and wholesale. Key initiatives include targeting Gen C and younger millennials, with investments showing early signs of acquiring and retaining high-quality, loyal consumers.
D2C and E-commerce Strength
The D2C business, particularly e-commerce, remains a significant source of strength. Calvin Klein's online traffic was up double digits, and Tommy Hilfiger's was up high single digits. This growth was led by APAC and Americas, with strong AUR expansion and disciplined execution. Even in EMEA, where wholesale faced pressure, e-commerce grew mid-single digits, demonstrating the effectiveness of brand-building efforts.
Product Innovation and Hero Categories
The company is seeing strong results from focusing on hero categories. Calvin Klein Denim global sales rose double digits, with women's jeans being a particular standout, driving very strong gross margins and double-digit AURs. Calvin Klein underwear also saw low single-digit global growth with mid-single AUR improvement. Tommy Hilfiger's D2C growth was driven by sweaters (up double digits) and shirts/polos (up mid-single digits), with linen categories rising over 30% across all regions.
Marketing Effectiveness and Cultural Moments
Strategic increases in marketing spend in the first half of the year, combined with a sharper consumer focus, delivered low single-digit e-commerce growth and improved online search share. Notable campaigns include the John Cook for Calvin Klein collaboration, which generated $5 billion in social media reach and over 90% global sell-through, and the Travis Kelsey campaign for Tommy Hilfiger, which garnered 1 billion social impressions in 24 hours and a 500% increase in Instagram views versus last fall.
Cost Management and Efficiency Initiatives
PVH is extending beyond one-time📎 cost actions to embed a culture of systematic cost discipline. This includes globalizing and centralizing indirect procurement to optimize spend and driving enterprise-wide cost management by spend category. These efforts have already confirmed annualized run rate savings of approximately $45 million, with full realization expected in 2027, without compromising brand-building investments.
Licensing Business Strategy
The licensing business, generating over $350 million in annual revenue, is a significant and profitable revenue stream. The transition of the women's North America wholesale business is on plan for substantial completion by the end of 2026. Excluding this transition, the ongoing licensing portfolio grew low single digits, with expectations for overall licensing business growth starting in 2027 by leveraging strategic partnerships and core brand strength.
Goodwill Impairment Charge
The company recognized a noncash goodwill impairment charge of $439 million in the second quarter. This charge reflects changes in valuation assumptions, which were primarily associated with geopolitical and macroeconomic factors impacting the business.