The Indicator | January 30th, 2026

PVH Corp is partnering with OpenAI to accelerate the reinvention of Tommy Hilfiger and Calvin Klein through technology. PVH and OpenAI will co-create custom AI capabilities for product, design, demand planning, inventory, and consumer engagement. Specific uses include allowing designers to explore ideas more freely, enabling smart forecasting, and delivering more personalized consumer engagement. (WWD) 

Performance apparel brand Rhone launched ReRhone, a branded resale site for customer returns, partnering with Archive. This initiative turns the challenge of high returns (Rhone processes about 5,000 monthly) into a sustainable growth opportunity, recouping revenue from largely new merchandise and appealing to secondhand shoppers. ReRhone offers discounted items, cleaned and repaired by Tersus Solutions, with prices reflecting condition (excellent, very good, or good). It targets both existing customers seeking discontinued items and new customers looking for lower prices. (Modern Retail) 

Crocs launched its first new global brand platform in nearly a decade, “Wonderfully Unordinary,” to appeal to younger consumers. The new campaign, replacing 2017’s “Come As You Are,” focuses on self-expression and real-world experiences, countering algorithmic sameness. (Retail Dive)  

Disgruntled US TikTok users, concerned about privacy, censorship, and instability after the app’s shift to American ownership and Oracle servers, are boosting alternatives like UpScrolled, Skylight, and Yope. The ownership change has sparked censorship accusations (e.g., search term failures, limited reach) and stability issues, including a weekend server crash for UpScrolled due to surging demand. (Marketing Dive) 

Brands like American Eagle and retailers like Walmart are adopting editorially driven ventures like Substack as creators also seek to diversify beyond algorithm-heavy platforms like TikTok, Instagram, and YouTube. Alternative channels like Substack and Beehiiv offer a way to balance “snackable” video with in-depth community building, repeat engagement, and a larger brand narrative. This long-form approach appeals to Gen Z’s interest in slowing down. Substack and Reddit can boost discoverability by feeding information to AI Overviews. (Marketing Dive) 

A Bernstein report suggests that while overall discretionary spending is improving, the luxury sector faces ongoing disruption due to changing Chinese consumer behavior, especially among younger shoppers. China’s macroeconomic slowdown, real estate issues, and youth unemployment are changing attitudes. The report states that previously ambitious young shoppers are now seeking cheaper ways to “live well,” with career prospects dwindling. Consumers still want true luxury but are increasingly asking “value for money,” trading down in other areas, or choosing local alternatives. (WWD)