Calvin klein final

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

1. 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

2. 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 Geffen end 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

3. Vision To become one of the choice of the consumers. I ncrease National market share. source: explore.calvinklein.com

4. 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

5. 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

6. Geographical Approach source : marketrealist.com

7. Geographical Approach Stores in Delhi source : www.google.co.in/maps

8. Positioning PRICE TRENDS

9. 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

10. Word Cloud

11. Poster

12. Window Display

13. Marketing Mix Products S tarted with coats and dresses Sunglasses, furs, belts, shoes and scarves were added by 1971. B rand 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

14. Place In 1989, opened first store in Dallas Suburb offering entire range under one roof. I n 1995,22,000-square-foot store with four levels on Madison Avenue. P roducts are available online and offline. The stores are distributed in about 21 countries across the world. Source :www.marketing91.com

15. Price C ompetitive 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

16. Promotions H ighly 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

17. RETAIL MIX Variety & Assortment of Merchandise MENS APPARELS JEANS T-SHIRTS SWEATSHIRTS JUMPERS & CARDIGANS BUSINESS SHIRTS JACKETS & COATS TROUSERS & SHORTS POLO SHIRTS BLAZERS & SUITS SWIMWEAR Source : uk.calvinklein.com

18. WOMEN APPARELS J EANS SWEATSHIRTS T-SHIRTS SHIRTS JUMPERS CARDIGANS JACKETS & COATS TROUSERS & SHORTS DRESSES & SKIRTS SWIMWEAR JUMPSUITS Source : uk.calvinklein.com

19. UNDERWEAR COLLECTION BRAS SPORTY UNDERWEAR 3 PANTIES FOR £30 PANTIES LINGERIE NIGHTWEAR LOUNGEWEAR SLIPS SOCKS & TIGHTS Source : uk.calvinklein.com

20. ACCESSORIES BAGS SHOES BELTS WALLETS HATS & SCARVES TIES WATCHES JEWELLERY SUNGLASSES SMALL ACCESSORIES FRAGRANCES Source : uk.calvinklein.com

21. Services Provided

22. Store Layout Source : knstrct.com

23. Window Display

24. 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).

25. •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 =0ahUKEwj_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).

26. •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).