Calvinn klein

An presentation on calvin klein brand

1. Submitted to : Bishawjit Kumar Das  Lecturer Dept of FS (buft) Submitted by : Azizur Rahman (191-036-111) Hasibul islam shanto (191-033-111) Tanvir Hasan (191-024-111) BGMEA University of Fashion& Technology 1

2. The company has substantial market share in retail and commercial lines as well haute couture garments. Founded in 1968 by Calvin Klein and his business partner Barry Schwartz, we have built our reputation as a leader in American fashion through our clean aesthetic and innovative designs. Global retail sales of CALVIN KLEIN brand products exceeded $9 billion in 2017 and were distributed in over 110 countries. Calvin Klein employs over 10,000 associates globally. We were acquired by PVH Corp. in 2003     Calvin klein   2

3. History Of Calvin Klein: In 1968, Calvin Klein founded Calvin Klein Limited, a coat shop in the York Hotel in New York City, with $10,000. The first Calvin Klein collection was a line of "youthful, understated coats and dresses" featured at the New York City store Bonwit Teller. In September 1969, Klein appeared on the cover of Vogue magazine. 3

4. Comparison of Sale: 4

5. Partnerships 5

6. Marketing strategy of Calvin Klein Calvin Klein as the brand when plotted on the BCG Matrix of retail industry features in the question mark segment. The reason being the pricing of other brands like Levi’s, Tommy Hilfiger, US Polo, Puma etc. is economical thus is more preferred among customers. The company will have to work on its pricing and ultimately marketing strategy especially in the country like India to stay ahead of the competition 6

7. E-commerce: Fashion label Calvin Klein has initiated a global ecommerce expansion strategy, for which mobile and social will play significant roles in providing a seamless customer experience. The fashion label is seeing increasing traffic and sales volumes via mobile, prompting a redesign. 7

8. E marketing: This research studied three digital marketing campaigns by Calvin Klein, an American fashion company, and the tactics used to attract a sub-set group of Millennial, those between the ages of 18 and 25. The research concluded that Calvin Klein succeeded in appealing to young Millennial through underlying themes found in each campaign (self-expression, sexuality, digital generation/ social media, and pop culture) as well as consumer engagement techniques employed on the brand’s social media platforms. 8

9. Calvin klein PERFUME: The company's first perfume, Calvin, was launched in 1981. Calvin Klein has since launched a series of successful perfumes that, for many, capture the spirit of the decades in which they were introduced, including Obsession (1985 for Women, 1986 for Men), cK One (one of the first fragrances marketed as unisex, in 1994), and Euphoria (2005 for women, 2006 for Men). Klein's license for perfumes now belongs to Coty. 9

10. Calvin Klein Bags Crafted with leather, faux leather, nylon, canvas and more, our women's bags offer the finest in classic looks and on-trend silhouettes. Whether for casual wear, work or special occasions, Calvin Klein women's handbags will enhance your collection and elevate your personal style. 10

11. Calvin Klein jeans: 11

12. Conclusion: With the increase in the numbers of malls and modern format stores, shopping has almost become a national pastime in our country, especially the cities, And if Calvin Klein can lower its sales prices and become more desirable to lower income brackets, but will then loose much of the appeal it has to the higher consumers. The company can open stores in every major city around the planet, but will then loose the exclusive appeal it currently possesses, as all we know Calvin Klein in some circles is already known as the Coke of the fashion world. 12

13. Thank you 13