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US brand PVH partners with OpenAI to embed AI across global operations

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US brand PVH partners with OpenAI to embed AI across global operations



PVH Corp. [NYSE: PVH] announced a collaboration with OpenAI, combining the strength of OpenAI’s capabilities with the power of Calvin Klein, TOMMY HILFIGER and PVH. This announcement builds on the company’s multi-year brand-building growth strategy, the PVH+ Plan, by bringing the technology of OpenAI to PVH’s global operations to fuel innovation and unlock new opportunities across the entire value chain.

With OpenAI, PVH will co-create custom AI capabilities that will be embedded in PVH’s data- and demand-driven operating model – supporting areas such as product and design, demand planning, inventory optimization and consumer engagement. These new capabilities will complement and amplify the creativity and talent of PVH’s teams, enabling sharper execution, more intelligent tools, and more personalized consumer experiences.

PVH Corp has partnered with OpenAI to integrate advanced AI across its global operations, supporting brands including Calvin Klein and Tommy Hilfiger.
The collaboration will enhance product design, demand planning, inventory optimisation and consumer engagement, strengthening PVH’s data-driven PVH+ strategy and enabling faster, more personalised decision-making across the value chain.

“As we build Calvin Klein and TOMMY HILFIGER into the most desirable lifestyle brands in the world, our collaboration with OpenAI will help us supercharge our brand-building journey and connect more meaningfully with our consumers,” said Stefan Larsson, Chief Executive Officer, PVH Corp. “Together with OpenAI, we will explore exciting new opportunities for our brands, accelerate our data-driven operating model and enable faster, more data-driven decision-making. With a test-and-learn approach, we’ll build practical use cases with scalable impact to drive value for associates, partners, and consumers, while helping us build a culture of innovation and agility from the ground up.”

PVH will also integrate OpenAI enterprise APIs to build modern workflows and accelerate outcomes end-to-end, across product, marketing, supply chain, and retail functions. The effort also includes ChatGPT Enterprise and will feature new applications and custom environments built exclusively for PVH teams.

“PVH shows what’s possible when AI is embedded into the core of a fashion leader,” said Giancarlo ‘GC’ Lionetti, Chief Commercial Officer at OpenAI. “The result is less friction, more creativity, and a sector-wide transformation accelerated by PVH deploying OpenAI at scale.”

The collaboration is grounded in PVH’s commitment to practical and scalable innovation that supports associates, transforms ways of working, and deepens connections to consumers.

Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.

Fibre2Fashion News Desk (RM)



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Man-made yarn prices rise in India on wedding demand, US deal

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Man-made yarn prices rise in India on wedding demand, US deal



The Ludhiana market saw an increase in both polyester-cotton and polyester yarn prices, which surged by ****;** per kg over the past week. Domestic virgin polyester fibre prices were hiked by ****;* per kg, making yarn more expensive. Higher demand from the consumer industry was also a positive factor for the yarn market. A trader from the Ludhiana market told Fibre*Fashion, “The recently announced India–US trade deal has raised prospects for higher garment and textile exports. Costlier fibre and better demand, coupled with the US deal, have motivated buying of polyester and PC yarn.”

In Ludhiana, ** count PC combed yarn (**/**) traded at ****;****** (~$*.***.**) per kg (GST inclusive); ** count PC carded yarn (**/**) at ****;****** (~$*.***.**) per kg (GST inclusive); ** recycled polyester yarn at ****;****** (~$*.***.**) per kg (GST extra); ** count virgin polyester spun at ****;****** (~$*.***.**) per kg (GST inclusive); recycled polyester fibre (PET bottle fibre) at ****;**** (~$*.***.**) per kg and virgin polyester fibre at ****;*** (~$*.**) per kg.



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US’ Adidas & Entire Studios debut 26-piece sport-lifestyle collection

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US’ Adidas & Entire Studios debut 26-piece sport-lifestyle collection



adidas and Los Angeles-based fashion house Entire Studios announce their first collaboration, marked by the unveiling of a 26-piece collection. Designed to bridge sport and style, the drop adopts a fresh take on adidas Sportswear and Training’s best lines – Optimé, ADIDAS Z.N.E. and adidas D4T – serving up an elevated proposition built for all-day movement that extends beyond the gym.

Rooted in Los Angeles’ culture of movement – from training and travel to everyday life – the pieces combine each brands’ signature DNA, incorporating adidas’ sporting and technical expertise filtered through Entire Studios’ refined, system-based approach to silhouette, contrast, and wearability. Comprising of head-to-toe looks, the collection fuses lifestyle and performance into a single, cohesive wardrobe system, meeting the needs of a new generation, where training is at the heart of their everyday. Crafted to set a new standard for sportswear and training uniforms, the pieces also offer versatility to mix and match, reflecting Entire Studios’ core design philosophy.

Adidas and LA-based Entire Studios have unveiled their first collaboration with a 26-piece collection blending sport and lifestyle.
Spanning apparel, footwear and accessories, the range reworks adidas’ Optimé, Z.N.E. and D4T lines through Entire Studios’ refined design lens, delivering versatile, all-day training-to-street looks rooted in Los Angeles’ culture of movement.

Paying close attention to fine detailing, the first drop taps into a palette of muted hues – aligning with Entire Studios’ classic aesthetic – offset with a bold maroon offering which speaks to the energy, pace and powerful movement intended for the range. Focused on taking performance wear outside the gym and bringing lifestyle into it, the collection includes a variation of ADIDAS Z.N.E. fits, Optimé and D4T apparel, training onesies, shorts, bras, tanks, jackets and layering. Completing the line-up, the drop also features reimagined Lightblaze POD and ACE footwear silhouettes, as well as accessories such as a statement black leather handbag which aids seamless movement from street to gym.

Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.

Fibre2Fashion News Desk (RM)



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Italy’s Salvatore Ferragamo’s 2025 sales decline despite DTC growth

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Italy’s Salvatore Ferragamo’s 2025 sales decline despite DTC growth



Italian luxury fashion house Salvatore Ferragamo SpA has released its preliminary results for the full year 2025, reporting consolidated revenues of €977 million (~$1.17 billion), down 3.8 per cent year-over-year (YoY) at constant exchange rates and 5.7 per cent YoY at current exchange rates. 

The group saw sequential improvement in direct-to-consumer (DTC) performance despite ongoing pressure on the wholesale channel and a challenging macroeconomic backdrop. DTC channel recorded a 0.4 per cent increase in net sales at constant exchange rates, supported by positive performances in the US, Europe, and Central and South America. However, this was offset by weaker results in Asian markets. At current exchange rates, DTC revenues declined 3.1 per cent. 

Salvatore Ferragamo has reported consolidated revenues of €977 million (~$1.17 billion) in 2025, down YoY.
DTC sales rose modestly at constant exchange rates, supported by the US, Europe, and the Americas, while Asia lagged.
Q4 saw sequential DTC improvement across regions despite continued wholesale pressure amid a challenging macroeconomic environment.

The wholesale channel remained under pressure throughout the year, with net sales falling 17.1 per cent at constant exchange rates and 17.5 per cent at current exchange rates, consistent with the group’s strategy to streamline distribution and prioritise brand-aligned accounts, Salvatore Ferragamo said in a press release. 

Region-wise, full-year net sales declined 6.5 per cent at constant exchange rates in Europe, Middle East and Africa (EMEA), while North America recorded growth of 3.1 per cent at constant exchange rates. Central and South America posted a 7.9 per cent increase at constant exchange rates, driven by double-digit DTC growth, partly offset by weaker wholesale performance. Asia Pacific net sales fell 11.5 per cent at constant exchange rates, largely due to wholesale weakness, while Japan recorded a 3.0 per cent decline at constant exchange rates.

By product category, footwear net sales declined 8.1 per cent at constant exchange rates in FY 2025, while leather goods were broadly stable with a 0.6 per cent decline. Apparel recorded marginal growth of 0.2 per cent, while silk and other products grew 3.2 per cent at constant exchange rates.

In the fourth quarter (Q4) of 2025, the group reported preliminary consolidated revenues of €282 million (~$338.4 million), down 2 per cent at constant exchange rates and 3.2 per cent at current exchange rates compared to Q4 2024.

The DTC channel delivered a strong performance during the quarter, with net sales rising 6.3 per cent at constant exchange rates and 0.6 per cent at current exchange rates. Growth accelerated sequentially compared to Q3 2025, despite a tougher comparison base, with all regions posting positive trends. Performance was supported by higher conversion rates, increased average ticket size, improved cross-selling and continued solid growth in online sales, driven by higher traffic, order volumes and order values on its official site.

In contrast, the wholesale channel recorded a sharp decline in Q4, with net sales down 30.6 per cent at constant exchange rates and 23.5 per cent at current exchange rates YoY, reflecting the group’s continued focus on controlled distribution and key accounts aligned with its brand positioning.

Regionally, EMEA total net sales declined 10.9 per cent at constant exchange rates, despite mid-single-digit growth in the DTC channel. North America posted a 2 per cent increase in total net sales at constant exchange rates, supported by high-single-digit DTC growth. Central and South America recorded a 5.1 per cent rise at constant exchange rates, while Asia Pacific saw total net sales decline 2.3 per cent at constant exchange rates despite positive DTC performance in Korea, China and Southeast Asia. Japan registered a 2.8 per cent increase in total net sales at constant exchange rates during the quarter.

Since Q2 2025, the group has implemented a revised action plan focused on strengthening alignment across design, product development, communication and distribution. Key initiatives included reinforcing core footwear icons such as the Vara and Tramezza lines, enhancing leather goods offerings with the Hug line and new best-sellers, and updating brand communication to emphasise craftsmanship and heritage through digital-first and omnichannel campaigns, added the release.

Looking ahead, Salvatore Ferragamo said that while geopolitical and macroeconomic uncertainty persists and wholesale conditions are expected to remain challenging, its focus in 2026 will be on sustaining DTC momentum, fully deploying its revised positioning and reassessing its retail distribution network to support brand desirability, topline growth and profitability.

Fibre2Fashion News Desk (SG)



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