Calvin Klein

By
|Adamya Rajput | Gargee Pathak | Marine | Nidhi Wadhwa
|Uday Bhambri | Bogdan
Company History and
Background
• https://www.youtube.com/watch?v=8zPEK5a0
xKU
• Calvin Klein studied apparel design at
Manhattan’s Fashion Institute of Technology
• Designer Calvin Klein made a debut(coats and
dresses) at New York Showroom in 1968
• Calvin Klein obtained a trademark for his
infamous “CK” log in 1970
• In 2003 Phillips Van Heusen purchased the
company
• Expanded into menswear and underwear
markets
Objectives and Brand Audit
• To evaluate the health of the company
• Including its brand equity in past, present and
future
• Developed from an individual designer to a
success story purchased by industry leader,
Phillips-Van Heusen
BRAND
INVENTORY
 Target Market
• 14 to 50 years old and desires modern fashion forward products
• Edgy consumer - looking for the most current fashion trends
• CK has been called as a ‘staple in the closet of the fashion-conscious
consumers’
• The teen consumers of Calvin Klein respond quickly to the scandalous
advertisements of the brand whereas for the adult market this could
sometimes be a turn off.
• Teens are hungry for attention and wear the Calvin Klein apparel
makes them feel rebellious, hip, and defiant.
• Teens spending patterns may vary but usually they want to purchase
what is in style
 MARKETING MIX

-Calvin Klein retail

Promotion Mix
-Calvin Klein Inc. covers a -Promotion is a heavily locations are separated by

Place Mix
variety of product -One of the most funded aspect of the
classifications brand. consumer group and
appealing features of
Product Mix

product category in order

-The product lines Calvin Klein's brands is -Since 1970, Calvin Klein
Price Mix

to guide the consumer to

include women's the varying prices. has been known for using
sportswear, denim, sexually evocative the optimal shopping
-Klein has manufactured experience.
menswear, underwear high end lines with marketing techniques to
and intimates, men's exclusive distribution and promote his lines. - Calvin Klein has stores in
accessories and footwear, more affordable lines - Resulting in escalated 130 territories outside the
swimwear, fragrances, found in retail outlets. notorious Klein wear United States, and there
eyewear, footwear, and advertisements. are currently 650
home furnishings.
domestic retail locations.
The company is
headquartered on
Madison Avenue in New
York.
 BRAND ELEMENTS

• The brand has utilized these elements to evoke brand awareness, interest,
and loyalty because they are well known names, symbols, and categories
on a global level.
• Brand name - Calvin Klein‟s brand was named “Calvin Klein” after
himself.
• Symbol/Logo “CK” is the famous symbol of the brand. Although Calvin
Klein does not have a character associated with the brand, models such
as Mark Wahlberg, Brooke Shields, Kate Moss, and Eva Mendes are
often associated with Calvin Klein advertisements.
• Brand Tagline - There are several slogans affiliated with the brand
including “Between love and madness lies obsession,” and for Calvin Klein
Jeans, “Nothing comes between me and my Calvin’s”.
 BRAND MANTRA
• Brand mantra is a brief description, five to seven words, that
include the company's intended perception of the brand by
the consumer.
• Calvin Klein's brand mantra includes word associations such
“sexy, luxurious, minimal, classic, intimate, and
professional.”
Brand personality
• CK is described as: honest, authentic, genuine

• Advertising -> STRAIGHTFORWARD

• The personality of CK : daring, up-to-date, imaginative,

provocative

• The brand’s product and services are reliable and of good

quality

• Personality trait of sophistication : high quality with moderate

prices
Brand Architecture
• Brand contribution : Calvin Klein collection and Calvin Klein
Jeans ($52.2 million revenue)

• Focus marketing expense on fragrance and denim

• Market the apparel through provocative advertisements

• Always been more sexy than the competitors

Brand Architecture
• Technological advantage : QR Codes

• Has been around for over 40 years

• Consolidating their stores

Calvin Klein and Armani

Points of Parity Points of Difference

Menswear & Womenswear
Price point(Contemporary-
designer)
Professional wear
Footwear
Target Market – High end luxury
products
Accessories and Fragrances
Revenue (mainly from apparel)
CK denims and sportswear line
CK’s women Hosiery
Advertising/Marketing
Strategies (CK being more
controversial)
Calvin Klein and DKNY

Points of Parity Points of Difference

Product selection (hosiery, Womenswear
women’s wear, footwear,
accessories) Higher quality of DKNY
Target consumer Higher advertising cost of CK
Price points Professional wear
CK jeans v/s DK jeans
Advertising ( CK being more
Retail Locations (separate stores) revealing)
Professional wear & casual wear
Target Market – High end luxury
products
 BRAND
EXPLORATORY
Brand Exploratory
Customer Knowledge

• Uncovering consumer perceptions of the CK

name
• Consumers think highly of the brand
• Considered respectable and credible
• Sometimes referred as: sexy, sophisticated,
casual, hip, daring, and distinct
• Adds value to their personality
Brand Exploratory
Sources of Brand Equity

• “CK” is the famous of the brand

• Models such as Mark Whalberg, Brooke
Shields, Kate Moss and Eva Mendes associated
with the brand
• Several logans: “Between love and madness
lies obsession” and for CK jeans: “Nothing
comes between me and my Calvin’s”
• Turned all brand elements into sources of
brand equity
Brand Exploratory
Customer based Brand Equity Pyramid
Salience Dimensions

• Recall
• Good presence on social networking sites
• By seeing the logo of Calvin Klein
• Recognition
• CK will be considered when consumer is thinking
of buying designer clothes or accessories
Performance Dimensions

• Primary Characteristics and Supplementary

Features
• Classic designs
• Excellent quality
• Customized products
• Variety in products
• Tough products
Imagery Dimensions

• Consumers feel different and proud when

using CK products
• Rich heritage and Brand logo
• Luxury connected to Calvin Klein lead to
consumers paying high prices
Judgements Dimensions

• Brand Quality
• High end products
• Satisfaction for high price paid
• Brand Credibility
• Brand for youngsters with quality and style
• Costly brand
• Brand Consideration
• CK will be considered when consumer is thinking
of buying designer products or high end
products
Feelings Dimensions

• Sophisticated and tough image make

customers feel good about the brand
• Sub brand of Phillip Van Heusen
Resonance Dimensions

• Ck customer becomes a fan of the designs and

materials of the products
• Consumers have a sense of community due to
online presence
RECOMMENDATIONS
 Judgements Dimensions
• -Calvin Klein should standardize its business in Europe and Asia in
order to keep the brand identity across the world.

• Although, Calvin Klein now has no brand product awareness in Asia,

CK-ME products produced in Europe will be a great strength to
appeal to customers and its markets will grow in Asia.

• All the four marketing mixes should be standardized but at the same
time it will be a smart choice to adapt some elements like size of
products and promotion strategies.

• All the plans will not even require much more human powers but
only some extra members and it will save lots of costs of Calvin Klein

• Overall, this business suggestion that unifying CK-ME as one true

global brand will save costs but will increase the brand identity
greatly.
• Calvin Klein only has one distribution center for Europe so it will be
required to have another distribution center for Asia

• Calvin Klein Inc. already has the world famous marketing strategy.
This should be kept as it is

• Is effective to adapt advertisement to gain more response and sales.

• Many brands nowadays use the local celebrities as ambassadors of

• their brands

• Prices should be standardized all over markets

• Differences of prices should be only made within conditions of

• markets such as different currency and taxes.
• However, it is recommended making extra products for
specific needs of countries.

• For instance, the Indian market wants to have cheap

products with lighter fabrics.

• The Japanese markets needs distinctive styles that other

markets would not sell.

• Fake brand products are in the market

• Lack of the local brand image

• New market opportunities in developing countries like

India and China

• Customer perception about the brand with other product

lines