A presentation covering the deep aspect and functioning of the brand Calvin Klein. Made for college project. Data maybe

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

9. Positioning
PRICE
TRENDS

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

11. Word Cloud

12. Poster

13. Window Display

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

24. Window Display

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).