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Calvin klein final
Introduction
 American fashion house founded by the fashion
designer Calvin Klein.
 Headquartered in Midtown Manhattan ,NY
city.
 currently owned by Phillips Van Heusen.
 exemplifies bold, progressive ,seductive,
minimal & aesthetic. source: explore.calvinklein.com
Timeline (Early Years)
December 28,1967
Official set up
of the brand
1970
First fashion show
1973-75
Calvin Klein
received COTY
award three times
in three years
1977
Launched
menswear with
Maurice
Bidermann
1982
introduced the
underwear
collection with
Tom Hintinaus
1988
launched the most
successful
fragrance yet,
ETERNITY
1991
company went in
huge debt, saved
by David Geffenend of 1990s
empire spread all
over United States,
Europe, Middle
East and Asia.
1999
sold company to Vans
Heusen, control still
with designer
2015
sales hit 8.2$ billion source: explore.calvinklein.com
Vision
To become one of the choice of the
consumers.
Increase National market share.
source: explore.calvinklein.com
Mission
CK believes in a culture that provokes
discovery and brave thinking.
Inspire passion in our people.
We embody authenticity and embrace
individuality.
source: explore.calvinklein.com
Significance of the Logo
The white colour represents the charm and the
purity of the Calvin Klein brand while the black
reflects its sophistication and elegance.
source: www.famouslogos.net
Geographical Approach
source : marketrealist.com
Geographical Approach
Stores in Delhi
source : www.google.co.in/maps
Positioning
PRICE
TRENDS
Brand Identity Prism
PHYSIQUE
PERSONALITY
SELF IMAGE
REFLECTION
RELATIONSHIP
CULTURE
• B&W Logo
• Famous for jeans and
Underwear
• Casual and Everyday Wear
• Mostly Monochrome
• Social
• Extremely Loyal
• Adaptive
• Stylish
• Modern
• Risk-Takers
• Attractive
• Powerful
• Stylish
• Empowered Individual
• Passionate
• Modern Style
• American
• Fast Changing
• Youthful
• Energetic
• Confident
• Sexually Spontaneous
Word Cloud
Poster
Window Display
Marketing Mix
Products
 Started with coats and dresses
 Sunglasses, furs, belts, shoes and scarves were added by
1971.
 Brand expanded its product - tableware and home linen.
 In 1978, a skin care and make up range was introduced
along with exclusive fragrances
Source :www.marketing91.com
Place
 In 1989, opened first store in Dallas Suburb offering entire
range under one roof.
 In 1995,22,000-square-foot store with four levels on
Madison Avenue.
 Products are available online and offline.
 The stores are distributed in about 21 countries across the
world.
Source :www.marketing91.com
Price
 Competitive pricing policy that
change according to the needs of
products.
 In 1977, the brand made huge profits
due to its penetration policy.
 competitive and reasonable pricing
has attracted a lot of loyal customers
from middle and high class
population
Promotions
 Highly believes in promotional strategies even
controversial advertisements if they require.
 In 1970s, a billboard advertisement showing Patti
Hansen, caused a lot of controversy.
 The company has an infamous monogram “cK”.
 The tag line is “between love and madness lies
obsession”.
Source :www.marketing91.com
RETAIL MIX
Variety & Assortment of Merchandise
MENS APPARELS
 JEANS
 T-SHIRTS
 SWEATSHIRTS
 JUMPERS & CARDIGAN
 BUSINESS SHIRTS
 JACKETS & COATS
 TROUSERS & SHORTS
 POLO SHIRTS
 BLAZERS & SUITS
 SWIMWEAR
Source : uk.calvinklein.com
WOMEN APPARELS
 JEANS
 SWEATSHIRTS
 T-SHIRTS
 SHIRTS
 JUMPERS
 CARDIGANS
 JACKETS & COATS
 TROUSERS & SHOR
 DRESSES & SKIRTS
 SWIMWEAR
 JUMPSUITS
Source : uk.calvinklein.com
UNDERWEAR COLLECTION
 BRAS
 SPORTY UNDERWEAR
 3 PANTIES FOR £30
 PANTIES
 LINGERIE
 NIGHTWEAR
 LOUNGEWEAR
 SLIPS
 SOCKS & TIGHTS
Source : uk.calvinklein.com
ACCESSORIES
 BAGS
 SHOES
 BELTS
 WALLETS
 HATS & SCARVES
 TIES
 WATCHES
 JEWELLERY
 SUNGLASSES
 SMALL ACCESSORIE
 FRAGRANCES
Source : uk.calvinklein.com
Services Provided
Alterations
Sale preview for loyal customers
Home delivery
Online presence
Store Layout
Source : knstrct.com
Window Display
Bibliography
• •Bennett (2016) Article: Calvin Klein to roll out all brands in India - the economic times. Available at:
http:// articles.economictimes.indiatimes.com/2008-06-05/news/27695604_1_brands-calvin-klein-
jeans-india-rollout (Accessed: 19 November 2016).
• •Bennett (2016) Article: Arvind brands to open 25 Calvin Klein inner wear stores in 3 years - the
economic times. Available at: http://articles.economictimes.indiatimes.com/2015-04-
12/news/61066208_1_arvind-lifestyle-arvindbrands-calvin-klein (Accessed: 19 November 2016).
• •Sushil, S. (no date) Calvin Klein’s financial performance and growth opportunities. Available at: http://
marketrealist.com/2015/02/calvin-kleins-financial-performance-growth-opportunities/ (Accessed: 19
November 2016).
• •Ltd, I.E. (2016) Boss, Hilfiger and Calvin Klein see sales increase in Ireland. Available at: http://
www.irishexaminer.com/business/boss-hilfiger-and-calvin-klein-see-sales-increase-in-ireland-
430964.html (Accessed: 19 November 2016).
• •Arvind Ltd: Acquires 49% stake in Calvin Klein India for INR0.9b– detailed report (2014) Available at:
http:// www.motilaloswal.com/site/rreports/HTML/635313377228406276/index.htm (Accessed: 19
November 2016).
• •Customers shopping at calvin klein (no date) Available at:
https://www.google.co.in/search?q=customers +shopping+at+calvin
+klein&client=safari&channel=mac_bm&biw=1240&bih=649&source=lnms&tbm=isch&sa=X&ved=0ah
UKEwj_6 8Hvr7XQAhVLPo8KHVKeCIwQ_AUIBigB#imgrc=_ (Accessed: 19 November 2016).
• •Corp, P. (2016) Growth strategies. Available at: http://www.pvh.com/company/growth-strategies
(Accessed: 19 November 2016).
• Calvin klein (no date) Available at: https://www.google.co.in/maps/search/calvin+klein+/
@28.5661909,77.0802284,12z/data=!3m1!4b1 (Accessed: 19 November 2016).
• •NNNOW. Discover and shop latest fashion and clothes online (no date) Available at: https://
calvinklein.nnnow.com (Accessed: 19 November 2016).
• •NNNOW. Discover and shop latest fashion and clothes online (no date) Available at: https://
www.nnnow.com/calvin-klein-jeans-men-solid-pique-polo-shirt-NEJBH92LVGJ (Accessed: 19 November
2016).
• •Collective, T. (2016) Solid dark blue grain polo. Available at: https://www.thecollective.in/products/ss-
piquegros-grain-det-on-sh-ss?taxon_id=1895 (Accessed: 19 November 2016).
• •(No Date) Available at: http://group.hugoboss.com/files/HB_AG10_En_Lagebericht_geschuetzt.pdf
(Accessed: 19 November 2016).
• •reserved, A. rights (2012) Calvin Klein logo. Available at: http://www.famouslogos.net/calvin-klein-
logo/ (Accessed: 19 November 2016).
• •BMI has launched Gucci, Tommy Hilfiger, Calvin Klein, french connection and T.M.Lewin in India
(2014) Available at: http://www.bmindia.com (Accessed: 19 November 2016).
• •Corp, P. (2016) Calvin Klein. Available at: http://www.pvh.com/brands/calvin-klein (Accessed: 19
November 2016).
• •(No Date) Available at: http://www.pvh.com/~/media/PVH/Files/2013_pvh_annual_report.ashx
(Accessed: 19 November 2016).

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Calvin klein final

  • 2. Introduction  American fashion house founded by the fashion designer Calvin Klein.  Headquartered in Midtown Manhattan ,NY city.  currently owned by Phillips Van Heusen.  exemplifies bold, progressive ,seductive, minimal & aesthetic. source: explore.calvinklein.com
  • 3. Timeline (Early Years) December 28,1967 Official set up of the brand 1970 First fashion show 1973-75 Calvin Klein received COTY award three times in three years 1977 Launched menswear with Maurice Bidermann 1982 introduced the underwear collection with Tom Hintinaus 1988 launched the most successful fragrance yet, ETERNITY 1991 company went in huge debt, saved by David Geffenend of 1990s empire spread all over United States, Europe, Middle East and Asia. 1999 sold company to Vans Heusen, control still with designer 2015 sales hit 8.2$ billion source: explore.calvinklein.com
  • 4. Vision To become one of the choice of the consumers. Increase National market share. source: explore.calvinklein.com
  • 5. Mission CK believes in a culture that provokes discovery and brave thinking. Inspire passion in our people. We embody authenticity and embrace individuality. source: explore.calvinklein.com
  • 6. Significance of the Logo The white colour represents the charm and the purity of the Calvin Klein brand while the black reflects its sophistication and elegance. source: www.famouslogos.net
  • 7. Geographical Approach source : marketrealist.com
  • 8. Geographical Approach Stores in Delhi source : www.google.co.in/maps
  • 10. Brand Identity Prism PHYSIQUE PERSONALITY SELF IMAGE REFLECTION RELATIONSHIP CULTURE • B&W Logo • Famous for jeans and Underwear • Casual and Everyday Wear • Mostly Monochrome • Social • Extremely Loyal • Adaptive • Stylish • Modern • Risk-Takers • Attractive • Powerful • Stylish • Empowered Individual • Passionate • Modern Style • American • Fast Changing • Youthful • Energetic • Confident • Sexually Spontaneous
  • 14. Marketing Mix Products  Started with coats and dresses  Sunglasses, furs, belts, shoes and scarves were added by 1971.  Brand expanded its product - tableware and home linen.  In 1978, a skin care and make up range was introduced along with exclusive fragrances Source :www.marketing91.com
  • 15. Place  In 1989, opened first store in Dallas Suburb offering entire range under one roof.  In 1995,22,000-square-foot store with four levels on Madison Avenue.  Products are available online and offline.  The stores are distributed in about 21 countries across the world. Source :www.marketing91.com
  • 16. Price  Competitive pricing policy that change according to the needs of products.  In 1977, the brand made huge profits due to its penetration policy.  competitive and reasonable pricing has attracted a lot of loyal customers from middle and high class population
  • 17. Promotions  Highly believes in promotional strategies even controversial advertisements if they require.  In 1970s, a billboard advertisement showing Patti Hansen, caused a lot of controversy.  The company has an infamous monogram “cK”.  The tag line is “between love and madness lies obsession”. Source :www.marketing91.com
  • 18. RETAIL MIX Variety & Assortment of Merchandise MENS APPARELS  JEANS  T-SHIRTS  SWEATSHIRTS  JUMPERS & CARDIGAN  BUSINESS SHIRTS  JACKETS & COATS  TROUSERS & SHORTS  POLO SHIRTS  BLAZERS & SUITS  SWIMWEAR Source : uk.calvinklein.com
  • 19. WOMEN APPARELS  JEANS  SWEATSHIRTS  T-SHIRTS  SHIRTS  JUMPERS  CARDIGANS  JACKETS & COATS  TROUSERS & SHOR  DRESSES & SKIRTS  SWIMWEAR  JUMPSUITS Source : uk.calvinklein.com
  • 20. UNDERWEAR COLLECTION  BRAS  SPORTY UNDERWEAR  3 PANTIES FOR £30  PANTIES  LINGERIE  NIGHTWEAR  LOUNGEWEAR  SLIPS  SOCKS & TIGHTS Source : uk.calvinklein.com
  • 21. ACCESSORIES  BAGS  SHOES  BELTS  WALLETS  HATS & SCARVES  TIES  WATCHES  JEWELLERY  SUNGLASSES  SMALL ACCESSORIE  FRAGRANCES Source : uk.calvinklein.com
  • 22. Services Provided Alterations Sale preview for loyal customers Home delivery Online presence
  • 23. Store Layout Source : knstrct.com
  • 25. Bibliography • •Bennett (2016) Article: Calvin Klein to roll out all brands in India - the economic times. Available at: http:// articles.economictimes.indiatimes.com/2008-06-05/news/27695604_1_brands-calvin-klein- jeans-india-rollout (Accessed: 19 November 2016). • •Bennett (2016) Article: Arvind brands to open 25 Calvin Klein inner wear stores in 3 years - the economic times. Available at: http://articles.economictimes.indiatimes.com/2015-04- 12/news/61066208_1_arvind-lifestyle-arvindbrands-calvin-klein (Accessed: 19 November 2016). • •Sushil, S. (no date) Calvin Klein’s financial performance and growth opportunities. Available at: http:// marketrealist.com/2015/02/calvin-kleins-financial-performance-growth-opportunities/ (Accessed: 19 November 2016). • •Ltd, I.E. (2016) Boss, Hilfiger and Calvin Klein see sales increase in Ireland. Available at: http:// www.irishexaminer.com/business/boss-hilfiger-and-calvin-klein-see-sales-increase-in-ireland- 430964.html (Accessed: 19 November 2016). • •Arvind Ltd: Acquires 49% stake in Calvin Klein India for INR0.9b– detailed report (2014) Available at: http:// www.motilaloswal.com/site/rreports/HTML/635313377228406276/index.htm (Accessed: 19 November 2016).
  • 26. • •Customers shopping at calvin klein (no date) Available at: https://www.google.co.in/search?q=customers +shopping+at+calvin +klein&client=safari&channel=mac_bm&biw=1240&bih=649&source=lnms&tbm=isch&sa=X&ved=0ah UKEwj_6 8Hvr7XQAhVLPo8KHVKeCIwQ_AUIBigB#imgrc=_ (Accessed: 19 November 2016). • •Corp, P. (2016) Growth strategies. Available at: http://www.pvh.com/company/growth-strategies (Accessed: 19 November 2016). • Calvin klein (no date) Available at: https://www.google.co.in/maps/search/calvin+klein+/ @28.5661909,77.0802284,12z/data=!3m1!4b1 (Accessed: 19 November 2016). • •NNNOW. Discover and shop latest fashion and clothes online (no date) Available at: https:// calvinklein.nnnow.com (Accessed: 19 November 2016). • •NNNOW. Discover and shop latest fashion and clothes online (no date) Available at: https:// www.nnnow.com/calvin-klein-jeans-men-solid-pique-polo-shirt-NEJBH92LVGJ (Accessed: 19 November 2016). • •Collective, T. (2016) Solid dark blue grain polo. Available at: https://www.thecollective.in/products/ss- piquegros-grain-det-on-sh-ss?taxon_id=1895 (Accessed: 19 November 2016). • •(No Date) Available at: http://group.hugoboss.com/files/HB_AG10_En_Lagebericht_geschuetzt.pdf (Accessed: 19 November 2016).
  • 27. • •reserved, A. rights (2012) Calvin Klein logo. Available at: http://www.famouslogos.net/calvin-klein- logo/ (Accessed: 19 November 2016). • •BMI has launched Gucci, Tommy Hilfiger, Calvin Klein, french connection and T.M.Lewin in India (2014) Available at: http://www.bmindia.com (Accessed: 19 November 2016). • •Corp, P. (2016) Calvin Klein. Available at: http://www.pvh.com/brands/calvin-klein (Accessed: 19 November 2016). • •(No Date) Available at: http://www.pvh.com/~/media/PVH/Files/2013_pvh_annual_report.ashx (Accessed: 19 November 2016).