Tommy Hilfiger looks to technology as it combats Macy's decline

New York

PVH Corp's Tommy Hilfiger division is looking to technology to bring buzz to a three-decade-old brand that's been walloped by the department-store industry's decline.

Though Tommy Hilfiger's same-store sales plunged 11 per cent in North America during the most recently reported quarter, e-commerce has emerged as its biggest source of growth. The business is increasingly relying on social media to target millennials and reinvigorate a brand that's closely linked to the 1990s.

There's plenty of pressure to move quickly. One of Tommy Hilfiger's strengths - its close ties to Macy's Inc - has become a weakness. Macy's…