business, comes with the right pedigree. She is a 2023 LVMH Prize finalist with her own brand who has taken turns at The Row, Jil Sander, Celine and Moncler.back to the runway next year it will be a fashion moment with high-profile reviews and comparisons to the brand’s previous designers — Raf Simons, Francisco Costa and Klein himself. Like almost everything in fashion, true success will rely on the artistic element, as well as commercial achievements.
Hints of it can be seen in the brand’s powerhouse marketing push, featuring a series of big names, from Blackpink’s. The campaign featuring White launched on Jan. 4 and lit up the New Year, generating $12.7 million in Media Impact Value in less than 48 hours, according to Launchmetrics.Calvin Klein famously got off the high-fashion merry-go-round when it shuttered its high-end line in 2019 after spending $70 million to reposition under Simons, but never seeing the requisite return on investment.
Eric Beder, a veteran retail analyst at Small Cap Consumer Research, said flashy and expensive runway shows are “always the easiest to cut” for a company focused on more immediate financial returns. Larsson — who came to PVH from H&M by way of Old Navy and Ralph Lauren — sees everything through the lens of his PVH+ strategic plan, which aims to engage consumers with high-impact marketing, hero products and a demand-driven supply chain.