Between love and madness lies obsession.

Brand audit of
Calvin Klein

Priyank Acharya A01

Sandip Chaudhari A10
Bhavin Kapta A24
Dhawal Limbachiya A27
Rohan Sutaria A54
Brand audit
A comprehensive examination of a brand
involving activities to assess the health of the
brand, uncover its sources of equity, and suggest
ways to improve and leverage that equity
BRAND INVENTORY:-a current,
comprehensive profile of how all the products and
services sold by a company are marketed and
branded
BRAND EXPLORATORY:-research activity
directed to understand what consumers think and
feel about the brand and its corresponding product
category to identify sources of brand equity
 Calvin Klein
Studied apparel design at
Manhattan’s Fashion Institute of
Technology.
launched his own clothing company
in 1968.
In 1970 Calvin Klein obtained a
trademark for his infamous “CK”
logo.
In 2003 Phillips-Van Heusen
purchased the company where
Calvin Klein remained active within
the company as a head designer
 CK journey
Made his debut at a small New
York showroom with coats and
dresses for women.
Calvin Klein’s women’s
sportswear attracted the
interests of popular fashion
magazines .
Calvin Klein had expanded
into the menswear and
underwear markets, designing
boxers and briefs as well as
women’s intimates.
In 90’s a swimwear line was launched
alongwith two fragrances for men and
women, and expanded into the accessories,
eyewear, and footwear markets.
An affordable brand under the name CK
including denim, logo T-shirts, fragrances,
and sportswear for men and women at a
more affordable price.
Home furnishing line
Make up line sold at departmental stores
Company Analysis
Company:-luxury apparel
retail market and offers
moderate to high priced
goods.
Market:-Competes in pure
competition market
Competitors:-Tommy
Hilfiger, Ralph Lauren, Hugo
Boss, Donna Karen, Giorgio
Armani, and others.
Above the benchmarks
Mark Wahlberg, Brooke
Shields, Kate Moss, and
Eva Mendes associated
with Calvin Klein
Brooke shields “Nothing
comes between me and my
Calvin’s”.
Zoe Saldana ,” They don’t
alter the shape, they just
complement it”
BRAND INVENTORY
Target Market
 Calvin Klein’s target market
focuses on the consumer who
is “14 to 50 years old and
desires modern fashion
forward products
 Teens hungry for attention
wear the Calvin Klein apparel
that would make them feel
rebellious, hip, and defiant.
Marketing Program
 Calvin Klein emphasizes promotion because it
drives consumers.
 manufactured high end lines with exclusive
distribution and more affordable lines found in retail
outlets
 product lines include women’s sportswear, denim,
menswear, underwear and intimates, men’s
accessories and footwear, swimwear, fragrances,
eyewear, footwear, and home furnishings.
 Calvin Klein has stores in 130 territories outside the
United States, and there are currently 650 domestic
retail locations
Brand Personality
 Sincerity
 Excitement
 Competence
 Sophistication
 Ruggedness
Brand Mantra
 brand mantra includes word associations such
“sexy, luxurious, minimal, classic, intimate, and
professional.”
Competitors
 Donna Karen :- NY darling
 Giorgio Armani:- Italian class

Brand Architecture
 Calvin Klein Collection and Calvin Klein Jeans
contribute most to the company’s revenue.
 minimalist designs but provocative advertisements
 First to introduce QR codes.
BRAND EXPLORATOR
Consumers think highly of the
Calvin Klein brand and deem it a
respectable and credible producer
of many useful goods.
Consumers have the conceived
notion that Calvin Klein produces
quality lasting products.
When one bears the Calvin Klein
name whether it is on a piece of
clothing, jewelry, or household
item their self image changes to
model that name.
Recommendations
Tap developing markets
like India

Work on weaker brand

extension’s such as
Calvin Klein Children