Case Study

Rapid Launch Of Ship From Store Fuels Pvh’s Ecommerce Boom

PVH is one of the most admired fashion and lifestyle companies in the world with a portfolio that includes the iconic Calvin Klein, TOMMY HILFIGER, Van Heusen, IZOD, ARROW, Warner’s, Olga and Geoffrey Beene brands, as well as the digital-centric True&Co. As the COVID-19 pandemic spread, PVH’s stores were temporarily closed to comply with governmental orders. Demand through digital channels grew exponentially, driving the need to access in-store inventory to expand consumer options and enable fulfilment of orders.

PVH leveraged its longtime partnership with Manhattan Associates, and the flexibility of Manhattan Distributed Order Management, to solve the problem. In just three weeks, fulfilment processes were rerouted, expanding capacity for ecommerce sales and increasing the available assortment for online shoppers. PVH is now incorporating ship-from-store efforts into its regular fulfilment model to maximize sales and meet customer expectations for fast, convenient shopping.

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CHALLENGE
PVH temporarily closed its physical stores in response to the COVID-19 pandemic. Left with locations stocked with merchandise and a sudden increase in online shoppers, the company needed to address the growth in digital orders and scale their fulfilment capabilities.

SOLUTION
PVH pivoted quickly to configure business rules in Manhattan Distributed Order Management that exposed store inventory to online consumers and route orders to the optimal location for fulfilment.

PROGRESS & RESULT
With stores closed and social distancing guidelines in place, PVH quickly rerouted its fulfilment processes to meet the exponential increase in ecommerce demand, leveraging stores in addition to the DCs for fulfilment. Ship-from-store has become part of PVH’s long-term strategy.