calvin klein

A Brand. A Style. A Concept.

Who is Calvin Klein?

• Born: Nov 19th, 1942, Bronx, NY

• Childhood interest: sketching/fashion

• Attended FIT

Brand Vision

“To explore unexplored areas and write new rules to create new opportunities and successes”

Calvin Klein Background

• One of the most widely recognized fashion brands in the world– Owned by Phillips-Van-Heusen Corp.

• $4.5bill. in global retail sales in 2006– An increase of 50% since 2003

• Products:– Men's, Women's, and Children's clothing– Accessories– Perfume/Cologne– Home Furnishings

Prevailing Fashion

JEANS

HOT PANTS/HIGH BOOTS

Mindis

Bikini

YSLPantsuit

The Beginning

“The only way to advertise is by not focusing on the product”

1974 look

1972 Look

CK Jeans take off

Fall/Spring 2000

Fall Collection

Spring Collection

•Leather•Dark•Heavy•Sweater-like•Turtleneck

•Light/airy•Shear•Fitted•Simple

Fall/Spring 2001

Fall Collection

Spring Collection•Rich browns•Heavy coats•Edgy/simple

•More color•Tanks•Full neck

Fall/Spring 2002

Fall Collection Spring Collection

•Military jackets•Slim cut pants•Long dresses

•Boyish silhouettes•Large shoulders•Short

Fall2012

Spring2012

Significance to Fashion

Jeans Underwear FragranceTarget Generation X. They can be sexy. It’s for everyone.

Today

Francisco Costa:New head designer of women’s wear. (2003)

Controversial ads remain

Fall 2011- stays true

Target Market• Men & Women

– Ages18-50– All Races

• Average Income– Self-spent disposable income – Many not yet married

• Fashion Conscious– Latest trends

Retail Strategy

Market Strategy

Media Channels to Successfully Advertise

– Fashion magazines, billboards, buildings & in-store.

– Billboards and Building Ads

Pricing Considerations

Perfumes : Rs 1999 to Rs 4999

Jeans : Rs 2499 to Rs 9999

Accessories : Rs 500 to Rs 5000

Undergarment : Rs 299 to Rs 1199

Brand Concept Formulation• Calvin Klein Image

– Classy, high quality, upscale brand • Awareness

– Provocative ads in magazines & on buildings – Seen in department stores & stand-alones

• Brand Meaning– Luxurious designer apparel, modern sophistication,

sexy, & timeless• Desired Meaning

– Comfortable products without sacrificing quality or appearance

– Creating loyalty by meeting consumers needs

Strengths & Weaknesses• Market Experience• Brand Strength

– Well known– Many product lines

• Strategies– Multiple brand– multiple price point– multiple channel

• Contracts– Companies work with

lack contracts– Risk of revenue

impairment

• Licensing – Difficult to work with

due to ownership

Calvin Klein in News

• Michelle Obama in Calvin Klein for Nobel award

Thursday December 10, 2009 12:38 PM By Anne Bratskeir  

• Lara Stone has been confirmed as the new face of Calvin Klein and will front the fashion house's campaigns for Calvin Klein Jeans, Calvin Klein Collection and ck Calvin Klein

08 June 2010 03:59:59 PM

• China Loses Calvin Klein Bra Maker to Southeast Asia on Costs

By Bloomberg News - Sep 21, 2010

• Calvin Klein Controversy: New Billboard Dropping the F-Bomb?

By Hollie McKay Published March 31, 2011

• Calvin Klein collection embraces and enhances natural curves at NY Fashion Week

By Associated Press, Published: February 17

References• http://www.style.com/fashionshows/

designerdirectory/CKLEIN/seasons/

• http://www.enotes.com/1970-fashion-american-decades/important-events-fashion-design

• http://au.askmen.com/celebs/men/business_politics/36_calvin_klein.html

• http://back2retro.wordpress.com/2010/11/27/1970s-fashion/

THANK YOU