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PVH launches 'Van Heusen Institute of Style' campaign
Sep '12
PVH Corp. unveiled the 2012 Van Heusen Institute of Style campaign, 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 website.

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 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. 

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 season.

PVH Corp., one of the world’s largest apparel companies, owns and markets the iconic Calvin Klein and Tommy Hilfiger brands worldwide. 

PVH Corp.

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