Introduction

PVH Corp. has partnered with EDITED™ since 2015. Its iconic brands, Calvin Klein and Tommy Hilfiger, reach a broad range of consumers across many regions globally. 

PVH leverages EDITED’s Retail Intelligence Solution to stay ahead of industry trends and deeply understand customer behavior. PVH’s Senior Director of Consumer and Market Data, Anneris Halady, and Director of Market Insights, Meghan Crane, explain how they use EDITED’s connected data across their teams to focus on strategic work and drive more holistic decision-making processes. 

Gaining Holistic Insights

Anneris and Meghan emphasize that EDITED has been instrumental in unifying teams and data sets, providing a comprehensive view that allows them to understand market trends and customer behavior more effectively.

Meghan shares, “There isn’t just one source of data truth you need to access when making decisions. You need both the broader market lens and the consumer perspective to tell the full story. When these insights are separate, you have gaps in your understanding. By bringing them together, we can make better decisions, drive sales, and align our strategies across teams.”

Anneris adds, “The market perspective explains why the consumer behaves a certain way. The consumer perspective provides the market team with data on customer reactions for a more cohesive story of how marketing decisions impact the consumer holistically. The combined data gives you clarity that wasn’t possible before.”

A Global Perspective for Localization

Operating on a global scale, PVH needs visibility into regional nuances.  

While Meghan has deep expertise in the US market, EDITED provides her and her team with in-depth visibility into global markets in one snapshot view. She explains that EDITED’s platform provides a holistic view of the market and the consumer in real time.  

Meghan explains that EDITED provides further analysis by adding replenishment and majority sell out filters so the team can truly understand what’s happening in the market. 

Having this level of visibility has not only enhanced PVH’s ability to understand the market more broadly, but also made its seasonal planning more efficient.  

“EDITED has become foundational to our season kickoffs,” Meghan adds. “It helps us develop strategies with consistent, global insights.”  

Creating Successful Consumer Moments

With EDITED, PVH can monitor promotions daily, keeping a pulse on promotional activity in the market and understanding how consumers interact with brands across the landscape. 

2024 Holiday Promotions

These insights from EDITED’s real-time and historical market data revealed that holiday promotions were starting earlier every year, enhancing guidance in PVH’s holiday planning with access to more insights than ever before. 

Anneris shares how EDITED was foundational to their strategy by understanding market context:  

“We used EDITED to guide our 2024 holiday campaign strategy suggestions. By tracking market trends, language, and promotional activity, we were able to develop a data-driven approach that resonated with our customers.” She continues, “With EDITED’s email and messaging data,  you can really tell from a look and feel perspective if you’re on par with the market and understand what speaks to your customer.” 

Father’s Day

Similarly, the team analyzed how consumers were interacting with Father’s Day promotions and used this data to ensure they put the customer at the center of their strategy. 

Meghan explains that these insights allowed them to work more closely cross-functionally with marketing and email teams. With actual data-backed examples at their fingertips, they cut down the time spent gathering data and analyzing what happened and, instead, had time to focus on strategic work. 

“Before EDITED, we would have to manually scrape the market, which was incredibly time-consuming,” Meghan explains. “Now, EDITED provides us with metrics and insights that we can act on instantly.”

The Power of People: Making a Difference Through Partnership

Anneris highlights that, along with the technical advancements from EDITED, what is most impactful is the partnership with EDITED’s dedicated Customer Success Team. 

She says, “Over the past year, you have been patient and amazing team players. The partnership has been absolutely, utterly amazing. We are not just a customer to you, you partner with us.” 

“You understand the complexity of what decision-making entails. You understood where we were coming from, and really went on this journey with us, keeping on top of us to ensure we had everything we needed to make the most educated decisions.” 

Conclusion 

For PVH, the partnership with EDITED has unlocked a new way to look at the consumer and the market. As the brands continue to expand their global reach, EDITED remains a crucial piece of the strategy to ensure PVH stays ahead of trends and consumer expectations. 

Anneris concludes, “Without EDITED, we wouldn’t be able to do the research we do today – it would take us significantly more time, or it wouldn’t happen at all. Now, there is no guessing and much less risk. We have the insights we need to make more informed, data-backed decisions that drive the business forward.”

With EDITED’s True Retail Intelligence, PVH has the clarity to remain competitive, nimble, and customer-focused.