@Home Interview: Shawuan Johnson on the Future of Brick and Mortar Stores

In our “@Home Interview” series, we are highlighting our associates from around the world in their work-from-home environments, how they have adapted to our new ways of working, and what they are most looking forward to this year.

Meet Shawuan, Executive Vice President of Merchandising Company Stores for PVH

How has Tommy Hilfiger adapted to meet the consumers’ needs in this new retail environment?

We focus on what I like to call the 3 C’s: 1. Comfort 2. Clarity 3. Conscious. From a product assortment, we know it has become increasingly important that our customers have styles that are comfortable and meet the needs of their changing and evolving lifestyles. However, comfort doesn’t only mean we are offering sweatpants. Comfort also translates to refined comfort, styles that are elevated, pulled together, yet easy to wear. It is important that our product and assortment continue to drive brand relevancy. It is critical that our messaging is powerful and clear. We are focusing on what drives our business and ensuring the product and presentations in our stores are strong and compelling… focusing on the “must haves” and creating ease of shopping for our customers.

Lastly, it is extremely important that we are conscious in our products, how they are made and what they are made of. Our goals are to become increasingly sustainable in our products. This is important to us and it is something that our customers are expecting.

Which products do you focus on when merchandising the store?

We focus on new and innovative products to create excitement and engagement for our customer. We also ensure we offer a consistent strong product value relationship in terms of fashion, innovation and function. Tommy has always been a brand known for its iconic styles. Therefore, we want to celebrate the hero products we are known for. Styles and details that set us apart from the competition. We have a strong brand DNA we are able to leverage and amplify, which will continue to fuel our unique positioning in the market.

What role do you see brick and mortar playing in the future of Tommy Hilfiger’s retail strategy?

Even though there is a major opportunity and growth in our online business, brick and mortar will remain an important driver of our overall retail strategy. I believe what you get from going to a store; touching, feeling and experiencing the full expression of a brand, can never be fully replicated in a digital experience. The connection and the social aspect of shopping in stores will become even more important and relevant as we come out on the other side of the pandemic.