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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