Empowering employees to become brand advocates
| Case Study
Encouraging retail associates to show and share what they’re doing in their stores
HOW IT STARTED
PVH Corp. is the parent company to Calvin Klein and Tommy Hilfiger and other fashion brands. They have more than 35,000 employees, and about two-thirds of their workforce are retail associates. Sixty-eight percent of PVH Corp. associates are non-wired. Before Firstup, retail associates were disconnected from corporate offices and had no access to modern technology inside their stores. Headquarters communicated with associates either verbally, with mail packs, or via billboards in the back of the store. Corporate headquarters had no other way to relay information to them.
WHERE THEY LANDED
The brand retail operations and communications teams partnered to rollout PVH Insider. Retail associates in North America (the largest population of non-wired associates) were the first to connect with the app, and 98% of store managers downloaded it. The app was then shared with over 12,000 global corporate associates. The team developed dynamic content and launched engagement campaigns to connect and engage with associates, and employees finally had a way to create and share content with each other. According to Tiffin Jernstedt, SVP, Corporate Communications, PVH Corp., “What Firstup has allowed us to do is to bring our family of brands together on one platform to share information, get information, and really be inspired by each other.”