SparkOptimus is helping the PVH fashion group with ecommerce transformation

When PVH wanted to improve the online experience it provides its customers, the global fashion giant turned to management consulting firm SparkOptimus for guidance.

One of the world’s largest fashion companies, operating in more than 40 countries around the world, PVH is known for its iconic Calvin Klein and Tommy Hilfiger brands. However, as digitalization trends continue to sweep every industry and the rise of e-commerce continues, even the world’s largest companies will need to adapt their offerings.

PVH’s ambition is to transform from a transaction-led clothing wholesaler, to a consumer-led, multi-channel fashion player with a triple European e-commerce business by 2025.

To turn this ambition into a reality, the company determined the need to be connected with its customers in real time, in other words, to be able to serve customers in real-time, based on their individual needs. For example, providing real-time transparency on shipping and payment status, or providing adequate customer support promptly in the event of an incident.

Together with experts from SparkOptimus, PVH forms an overall consumer data strategy, then translates this strategy into a blueprint for data processes, governance, and management. Fashion retailers then work with consultants to implement new platforms and ways of working.

Talking about SparkOptimus’ activated work, PVH Executive Vice President for Omnichannel, Jesper Waerum, noted, SparkOptimus has been an important partner in our journey towards real-time subscriber activation. They are pragmatic and results-oriented, and know how to put an inspiring vision into action by setting paths, getting things done, and breaking down organizational silos.

Three step process

Collaborating with PVH, SparkOptimus begins the transformation by detailing what fashion enterprise consumers really need, and how to enable it today. A workshop with around 30 participants from various business teams was mobilized to come up with ideas on how to better serve PVH consumers.

SparkOptimus shapes the entire journey towards PVH’s ultimate ambition to be a consumer-led fashion player.

Then, the consulting firm designs the technology and data infrastructure needed to enable real-time data collection and streaming. Starting the next phase of development, SparkOptimus implements a multidisciplinary way of working between technology, analytics, and business departments through a structured operational heartbeat, and agile work through the development team.

In parallel, the consultant details the prioritized use cases from the previous phase, together with the business owner determining the metrics of success.

Finally, the experts undertook a thorough handover to the PVH team to equip them with the ability to run the remainder of the change program independently. This includes getting started with implementing the first use cases before further training the team rather than tackling things head-on.

Elsewhere, SparkOptimus also defines the team and internal capabilities required for the short, medium, and long term, such as short term job descriptions, to help complete handovers.

PVH’s main ambition to double its European ecommerce business is still two years away. But the company now has a very clear view of that goal and is at the time of writing about targets to achieve that goal.

With the existing data base, PVH can activate consumers in real-time by connecting more than 10 different data sources and destinations. These first pilot use cases were launched in three European countries with promising results.

Meanwhile, PVH now has a structured cross-functional test and learn way of working between technology, analytics, business, legal, security, data governance that enables enterprises to ambitiously increase the number of active use cases to enable consumers in moments, improve experiences for customers and create value for PVH.

Founded in 2010, SparkOptimus was launched by a duo of former McKinsey & Company consultants. The firm has grown to become an award-winning digital strategy consultancy with approximately one hundred professionals employed.