Samenvatting

The main objective of this thesis was to develop the concept of The PVH Underwear Powerhouse and create strategic implementation plan, which would help Calvin Klein Underwear and Tommy Hilfiger Underwear divisions of PVH Corp. to achieve their common and individual strategic goals and seize new opportunities in order to become underwear category leaders. This rather long but comprehensive formulation explicitly describes what is the goal behind the Powerhouse establishment and recognition within PVH Corp. and underwear category on the whole. One of the key findings in this regard was that the Powerhouse does not aim to have the largest market share or top industry revenue. Instead, it aims to become an expert in global underwear category by revolutionizing the concept of body wear, changing the market mindset and taking a leading position as premium underwear designer brand.