2012 Van Heusen Institute of Style Campaign Sees Quarterback Matthew Stafford Transform from Style “Trainee” to “Graduate”
Institute of Style ‘Playbooks’ Utilize Real-Life Scenarios to Help
Men Step Up Their Style at the Newly Designed VanHeusen.com
NEW YORK--(BUSINESS WIRE)--Sep. 12, 2012--
PVH Corp. [NYSE: PVH] unveiled the 2012 Van Heusen Institute of
Style campaign today, introducing quarterback Matthew Stafford as the
latest to go from style “trainee” to “graduate.” Stafford joins football
Hall of Famers Steve Young and Jerry Rice as part of the newest
installment in the campaign that is complemented by an enhanced
experience at VanHeusen.com.
“We are thrilled to have Matthew join the Institute of Style,” said Mike
Kelly, Executive Vice President of Marketing for PVH. “What’s unique
about this year’s campaign is being able to follow Matthew’s transition
from style ‘trainee’ to ‘graduate.’ Our core consumer can relate to this
transition. We provide them with tips from our trusted team of experts
to help improve their looks, which are conveyed through a truly dynamic
As part of the 2012 Van Heusen Institute of Style campaign, the
Van Heusen team has taken a scenarios-based approach to helping guys
improve their style with online “Playbooks”. Men will learn the basics
from Improving Your Field Position, with looks appropriate
for the office, to Double Your Coverage, with the best
ways to layer sweaters, shirts and ties.
The looks will be showcased on the team of spokesmen throughout the VanHeusen.com
website, which will offer flexible and comfortable style suggestions
that fit a wide variety of men. Consumers can easily purchase the
featured Van Heusen items through different retail partners
linked directly through the website.
The campaign is also integrated with Van Heusen’s Facebook page,
where consumers will have the opportunity to enter for a chance to win a
three-day trip to New York City through the “Style in Training”
sweepstakes, which includes an Institute of Style transformation, as
well as tickets and sideline passes to a local professional football
game. Fans can enter for a chance to win by simply liking the Van
Heusen page and filling out the registration form. Fans on Facebook
A behind-the-scenes look at photo shoots with Stafford, Young and Rice
Tips and advice from Van Heusen’s team of stylists
Weekly chances to win prizes including player autographs, apparel and
The campaign will come to life across multiple other touch points,
including point-of-sale materials at participating retailers, and on-air
and print advertisements, which will run across ESPN, NBC Sports, the
NFL Network, GQ, ESPN the Magazine, among others.
Additional campaign elements will be announced over the course of the
About PVH Corp.
PVH Corp., one of the world’s largest apparel companies, owns and
markets the iconic Calvin Klein and Tommy Hilfiger brands
worldwide. It is the world’s largest shirt and neckwear company and
markets a variety of goods under its own brands, Van Heusen, Calvin
Klein, Tommy Hilfiger, IZOD, ARROW, Bass and G.H. Bass & Co.,
and its licensed brands, including Geoffrey Beene, Kenneth Cole New
York, Kenneth Cole Reaction, MICHAEL Michael Kors, Sean John, Chaps,
Donald J. Trump Signature Collection, JOE Joseph Abboud, DKNY, Ike Behar
and John Varvatos.
Twitter: @vanheusen Facebook:
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50405732&lang=en
Source: PVH Corp.
Karen Menez, Edelman
O: 212-819-4875 C:
Perlman, Treasurer, Senior Vice President - Business Development and