Van Heusen Institute of Style Campaign Challenges Men to Step Up Their Game For a Chance to Win a Trip to Super Bowl XLVI
NEW YORK, Sep 26, 2011 (BUSINESS WIRE) --
GQ, the authoritative voice in men's fashion, and Van Heusen, a trusted brand for almost 100 years, teamed up to get the pulse of what men - and women - think about American men's style today. The findings were clear; men need to step up their style. In the national survey conducted in conjunction with the launch of this year's "Van Heusen Institute of Style" campaign, some key facts were uncovered about why men focus on their style - and surprisingly it is not for the ladies.
When it comes to dressing to impress, the survey found that men's number one priority was a job interview and their second was dressing for a big meeting. Deciding what to wear on a first date came in at a distant third, followed by meeting their girlfriend's parents in last place.
Nearly all men, 93%, are aware that it is time for them to update their styles and said it was time for a style make-over. Women were in agreement, with 94% saying men need an upgrade in the wardrobe department.
Additional key findings include:
- Men Need to Focus On Fit: Women accuse men of being clueless when it comes to choosing clothes that fit nicely.
- Bag the Baggy: Nearly 80% of women cite "baggy pants" and "baggy shirts" as two of the biggest style mistakes a guy can make.
- He Said / She Said: Men feel they could use the most help selecting business casual clothes, while women said that men could use the most help with selecting casual clothes.
Van Heusen and jcpenney have partnered on this year's campaign to create an online style guide at the "Institute of Style" found at www.jcp.com/vanheusen. The guide is intended to help American men get their style back by providing clear direction on how to dress appropriately for all the big moments in life, not just the job interview or big meeting. The Institute of Style features tips from leading fashion editors and stylists at GQ,ESPN The Magazine and Van Heusen.
"We felt the men of America were lacking when it came to style and the survey with GQ confirmed it," said Mike Kelly, PVH Corp. Executive Vice President of Marketing. "We are launching the Institute of Style to help guide American men in a way that is also fun and interesting. We are bringing them trusted voices from GQ,ESPN and Van Heusen to help them get their style back."
Game On: The Van Heusen Institute of Style, along with partners GQ, ESPN, and jcpenney, will challenge men to share their transformation from "Schlub to Swagger" by submitting before and after photos on the campaign's website www.jcp.com/vanheusen. A special panel, including campaign ambassadors and Pro Football Hall of Famers Steve Young, Jerry Rice and newcomer Deion Sanders, as well as style experts from Van Heusen, GQ, and ESPN The Magazine, will select the best entry and award the winner with the ultimate sports fan experience. The winner and four friends will fly in a private jet to Indianapolis; attend the most exclusive VIP parties, experience a complete style makeover, and sit in a suite and watch Super Bowl XLVI with Steve, Jerry and Deion.
"On and off the field, I have always been about style," said Institute of Style ambassador Deion Sanders. "Men need help, and I'm ready to help them get some swagger back to their style so they can up their game and make a lasting impression."
Van Heusen, with partners jcpenney, GQ and ESPN, are bringing this campaign to life across multiple touch points, including an advertising campaign featuring Steve Young, Jerry Rice and Deion Sanders. The advertising will run on ESPN, GQ, The New York Times, and on a 60 x 80 foot billboard in Times Square. The campaign will also be visible online at www.jcp.com and in over 1,100 jcpenney stores across the United States, with in-store signage and displays encouraging shoppers to visit www.jcp.com/vanheusen to enter.
"At jcpenney, we make it possible for men to update any wardrobe without breaking the bank," said Steve Lawrence, Executive Vice President and Senior General Merchandising Manager of jcpenney. "We offer quality men's fashion for looks they can feel confident in - no matter what the occasion."
Source:GfK MRI Style Study 2011 commissioned by GQ and Van Heusen.
Base:442 adults (266 men, 176 women).
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 and DKNY. For more information, visit www.pvh.com.
About GQ
GQ is the leading men's general-interest magazine, with a monthly readership of 6.6 million readers. It is available in print, online at www.gq.com, and as an app at iTunes.com and www.barnesandnoble.com. The magazine is published by Condé Nast, a division of Advance Publications. Condé Nast operates in twenty-five countries and is the world leader in exceptional content creation.
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50008219&lang=en
SOURCE: PVH Corp.
MATTER, Edelman Sports & Entertainment Marketing
Karen Menez
O: 212-819-4975
C: 646-660-3543
Karen.Menez@matter-edelman.com
or
PVH CONTACT/MEDIA:
Jason Colin, 212-381-3937
Director of Communications
or
PVH CONTACT/INVESTOR:
Dana Perlman, 212-381-3502
Treasurer, SVP Business Development and Investor Relations