Dive Brief:
- PVH Corp., whose main fashion brands are Calvin Klein and Tommy Hilfiger, is tapping a communications official from Poshmark to become its new executive vice president and chief communications officer, according to a recent news release.
- Amber McCann will step into the role April 6. Most recently, McCann worked as the vice president of global brand and communications at Poshmark. She also spent about a decade in top communications roles at Levi Strauss & Co. and worked for Gap earlier in her career.
- With the new selection, PVH is bringing someone with an extensive background in fashion into its upper ranks as it implements PVH+ Plan, the company's strategic roadmap rolled out last year.
Dive Insight:
McCann led Poshmark’s communications strategy for about the past three years, during a time of immense change for the company.
In 2021, Poshmark went public, pricing shares at $42. However, Poshmark’s share prices plummeted shortly afterward, and Naver, a South Korean internet company, acquired the company in late 2022 for about $1.2 billion. That price represented only about $17.90 per share, less than half of what they were during the IPO.
McCann also held several top communications roles at Levi Strauss from 2009 to 2020. During that time, she helped lead communications efforts about the company’s IPO, which gave Levi Strauss a $6.6 billion valuation.
PVH’s announcement credits McCann with positioning Levi Strauss as “an innovative and values-based leader” over that period. PVH CEO Stefan Larsson said in a statement that her experience working with well-known brands will help her further PVH’s own goals.
Last year, PVH unveiled PVH+ Plan, which is intended to strengthen the company’s brands, grow its digital presence and focus on direct-to-consumer channels. Elements of the plan, called the PVH+ Plan, include expanding brand ambassador programs and using data to bring products to market more quickly.
“The PVH+ Plan is a compelling strategy that puts our consumer and brands at the center of everything,” McCann said in a statement. “I am thrilled to partner with Stefan and the entire leadership team to realize this vision, accelerate growth, and win with consumers around the world.”
Although Larsson has touted the plan with investors, PVH’s revenue fell to $2.3 billion in the third quarter of 2022, a 2% decline compared to the year before. However, the company said that stripping away the negative impact of currency exchange rates would have resulted in a 7% year-over-year increase in revenue.
