Content

Achknowledgement
Achknowledgement
BriefBrief
of project
of project
AboutAbout
Calvin KleinKlein
Calvin ,Inc. ,Inc.
PVHPVHCorpCorp
Calvin Richard
Calvin KleinKlein
Richard
SWOT Analysis
SWOT Analysis
Marketing Analysis
Marketing Analysis
Promotion Strategy
Promotion Strategy
Design Process
Design Process
Customer Analysis
Customer Analysis
Financial Analysis
Financial Analysis
Calvin KleinKlein
Calvin Brands
Brands
ResultResult
References
References
Acknowledgement

WarmWarmthanks thanksMs.Geetha
Ms.GeethaRanjini
Ranjinifor forgiving
givingus usan an
opportunity
opportunity to learn about
to learn fashion
about branding,
fashion branding, marketing
marketing
andandmanagement
management of aofbrand
a brandthrough
throughthisthis
casecase
study.
study.
Special
Specialthanks
thanks to Calvin
to Calvin Klein Inc,Inc,
Klein Phoenix
Phoenix for for
kindly
kindly
cooperating
cooperating for for
mymy research.
research.
I’d also likelike
I’d also to thank
to thankmymy mom momandand
friends
friendsfor for
thethe
moral
moral
support
support throughout
throughout thisthis
research.
research.
 Brief of project

Aim:
Aim:
To conduct a case
To conduct study
a case on on
study a brand andand
a brand research about
research about
its marketing strategies.
its marketing strategies.
Description:
Description:
ThisThis
assignment
assignment is emphasis
is emphasis to understand
to understandthethe
organizational
organizationalstrategic
strategicplans
planswhilewhileconcerning
concerningthethe
processes
processesof ofdeveloping
developingstrategic
strategicelements
elementsof ofan an
organizational
organizationalplanplanalong
alongwithwiththetheassessment
assessmentof ofthethe
strategic elements
strategic andand
elements evaluation
evaluationof organization
of organizationplanplan
for for
future direction.
future direction.
ABOUT CALVIN KLEIN,
INC.
Calvin Klein is a global
lifestyle brand that
exemplifies bold, progressive
ideals and a seductive, and
often minimal, aesthetic.CK
seeks to thrill and inspire our
audience while using
provocative imagery and
striking designs to ignite the
senses.
Founded
Founded in 1968
in 1968by by
Calvin
CalvinKlein and
Klein hishis
and business
business
partner Barry
partner BarrySchwartz,
Schwartz, CKCKhashasbuilt ourour
built
reputation
reputationas as
a leader in American
a leader in American fashion
fashion
through
throughourourclean
cleanaesthetic
aestheticand innovative
and innovative
designs. Global
designs. Global retail sales
retail of CALVIN
sales of CALVIN KLEIN brand
KLEIN brand
products
productsexceeded
exceeded $9$9
billion in 2017
billion in 2017and were
and were
distributed
distributedin over 110110
in over countries.
countries.Calvin Klein
Calvin Klein
employs
employsoverover10,000
10,000associates
associates globally. WeWe
globally. were
were
acquired
acquiredby byPVHPVHCorp. in 2003.
Corp. in 2003.
 PVH CORP.

With a history
With a historygoing back
going overover
back 135 135
years, PVHPVH
years, hashas
excelled
excelledat atgrowing
growingbrands
brandsandandbusinessbusinesswithwithrichrich
American
American heritages, becoming
heritages, becomingoneone of the largest
of the apparel
largest apparel
companies
companies in the world.
in the WeWe
world. havehaveoverover
36,000
36,000associates
associates
operating
operatingin over 40 40
in over countries andand
countries almost
almost$9 $9
billion in in
billion
annual
annualrevenues.
revenues.WeWeownownthethe iconic
iconicCALVIN
CALVINKLEIN,
KLEIN,
TOMMY
TOMMYHILFIGER,
HILFIGER,VanVanHeusen,Heusen,IZOD, IZOD,ARROW,ARROW,
Speedo*,
Speedo*,Warner’ s, and
Warner’ s, andOlgaOlgabrands,
brands,as aswellwellas asthethe
digital-centric
digital-centricTrue&Co.
True&Co.intimates
intimates brand,
brand,andandmarket
marketa a
variety of of
variety goods
goodsunder
underthese andand
these other nationally
other nationallyandand
internationally
internationallyknown
knownowned andand
owned licensed brands.
licensed brands.

*The Speedo brand is licensed for North America and the Caribbean in perpetuity from Speedo International Limited.
Calvin Richard Klein
Calvin Richard Klein (born November 19,
1942) is an American fashion designer who
launched the company Calvin Klein Inc., in
1968. In addition to clothing, he also has
given his name to a range of perfumes,
watches, and jewelry. Klein was born to
a Hungarian
Jewish family in The
Bronx.

He attended the High

School of Art and Design
in Manhattan and
matriculated at, but
never graduated from,
New York's Fashion
Institute of Technology,
receiving an honorary
doctorate in 2003.

He did his
apprenticeship in 1962
at an oldline cloak-and-
suit manufacturer, Dan
Millstein, and spent five
years designing at other
He became a protégé of Baron de Gunzburg, through whose
introductions he became the toast of the New York elite
fashion scene even before he had his first mainstream
success with the launch of his first jeans line. He was
immediately recognized for his talent after his first major
showing at New York Fashion Week. He was hailed as the
new Yves Saint Laurent, and was noted for his clean lines.
In 1974, Klein designed the tight-fitting signature jeans that
would go on to gross $200,000 in their first week of sales. In
that same year he also became the first designer to receive
SWOT analysis of Calvin Klein

STRENGTHS

Presence in multiple domains of fashion: The main

products of Calvin Klein are ready to wear
fashionable clothes for men and women. In addition
to this, they also have perfumes and accessories
such as watches, eyewear, shoes, and jewelry for
both men and women. The designer brand also has
their exclusive line of home furnishings and
furniture.
Operational efficiency: The operational efficiency of
the business comes from the manner in which they
have segregated their businesses. The business
interests of Calvin Klein are broadly classified into
two – Calvin Klein Apparel which is responsible for
the sales of its product line in both men and
women’s wear and Calvin Klein Licensing which
looks after the licensing agreements with third
parties. The company gets almost 60 % of its
earnings from Calvin Klein Apparel which also has
under it the 115 retail stores that the brand owns.
Calvin Klein has around 50 licenses for the three
brands under it.
STRENGTHS
Astute Marketing: One reason for the
astounding popularity of the brand Calvin Klein
is its marketing strategy especially with regard to
their advertisements. The brand has always used
subliminal advertising which is sexually explicit
to draw attention to their products. Through
shocking advertisements, the brand has always
stayed in the minds of their target segment and
often been successful in building a bold image
for the brand.
Skille workmanship: Calvin Klein has always
been associated with the best of designers and
this makes their designs unique and trendy. This
has been one of their core differentiators from
competition and has also made them the
preferred clothing choice of a number of
celebrities.
Global Presence: Calvin Klein is a popular
brand and it is sold in many countries around
the world. Their primary market, however, is the
USA which accounts for around 58 % of its total
sales. The other leading markets in terms of
market share are Europe and the Asia Pacific.
Recently the brand also opened a series of stores
across the Middle East.
 WE
AK
NE
SS

• Synergy: Licensing constitutes a critical part of Calvin Kleins business

model and the company finds it immensely challenging as well as
expensive to coordinate amongst their licensees who are spread across
all parts of the world.
• Image management: Calvin Klein has always been popular as an out
of the box brand with quirky styles and creative designs. In an age of
competition where in addition to global designer brands there are also a
number of prominent local designers who are making a mark, the
company is struggling to maintain its creative image in the market.
 WE
AK
NE
SS

Ethics: Calvin Klein has always been a controversial

brand regarding its advertisements which are often
criticised for its overt sexuality. In addition to it, the
brand has also been questioned for copying other
designers as well as for licensing issues.
Expensive: Products are expensive and premium
 The market for kids: As the urban
population has more money to spend many
designer brands are moving into designer
OPP clothes and other merchandise for kids. This
can be a market that can offer a lot of scope
ORT for a popular designer brand like Calvin Klein.
UNIT Development of internet, and other mass
media where brand penetration can happen.
Y Great opportunity in developing countries like
India
TH
RE
AT
S

Customer needs and changing

perception.
Global factors like high tax
implications, High inflation which
affects buying behavior of
consumer.
Customers look for high quality
with low price hence high chances
of brand switching.
Competition :The main
competitors of Calvin Klein
are Gucci, Dolce &Gabbana,
Tommy Hilfiger, Ralph Lauren,
Jockey, Hugo Boss, Donna Karen,
Marketing strategy of Calvin Klein

Calvin Klein adopts a flexible

segmentation strategy as it
offers a wide range of
products in order to cater to a
wide range of customer
segments which varies among
companies product lines.

Making good use of the

market segmentation by
utilizing customer needs with
the main aim of building long-
lasting relationships with its
customers as well as
attracting new customers.
Under demographic
segmentation, the brand
mainly targets the upper-
middle-class youth and
business executives. Under
psychographic segmentation,
it has identified those
customers who live a certain
lifestyle and are fashion-
centric and are not price
sensitive when it comes to
splurging on fashion.
The
target
audience
for the
brand is
mostly
the youth
and has
been
using
celebrities
, bloggers
and
influencer
s as the
part of
the
campaign
“My
Calvins”
to
influence
the young
adults to
buy their
products.
The
target
 The brand position itself as products that are rich and
quality products designed for urban youth and high-
end business executives who are trendy and are stylish
but prefer a minimalistic look. Celebrity endorsement
is a key factor in positioning products in the market,
with Justin Bieber endorsing the underwear segment, it
helped to attract young girls who are interested in
making their boyfriends appear just like Justin Bieber.
The brand used his immeasurable popularity and has
targeted a number of customers.
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.
Promotion strategy of Calvin Klein

In 2015, around $320 million was spent globally in

connection with the advertisement, marketing and promotion
of Calvin Klein brands.
With the Kardashians and Jenners family featuring in the
“MyCalvins” campaign, it created a strong message
highlighting the importance of family. With Justin Bieber
endorsing the underwear segment helped to attract the
young customers.
With the #IAMWOMEN campaign, the brand talks about
women empowerment and has introduced perfume ranges,
drawing inspiration from the multifaceted identity of feminity
with aspirational women around the world endorsing the
brand.
 It also performs direct marketing by allowing
consumers to sign up to the brand’s newsletter which
sends them emails informing them about the brand
and their promotional offers, thus ensuring consistent
communication to improve the brand loyalty.
There are more than 446,029 photos on Instagram
with the tag #mycalvinsand found more than 4.5
million interaction. The campaign was then displayed
on billboards on prints, Ck stores etc. On the Calvin
Klein website, there is a #mycalvins gallery which
encourages customers to upload the photo of
 Design Process

Over the years, Klein often attended fashion fabric trade shows
to source new fabrics. He would also go to other fashion shows
to see what was in store for next season. The design process
included lots of research. Sometimes designers would go to
libraries and research the history of fashion. Sometimes they
look back at designs from past years to see if they can bring
back a trend. 
The design process includes looking into the budget to see
how much money could be invested into it. Klein often
sketched any ideas he had and cut patterns. He trialed his
work with a fabric called muslin and sometimes ended up with
up to 40 different pieces.
"The design approach has not changed
whatsoever, nor has the creative process in
advertising campaigns. We still adhere to the
aesthetics of the house – minimal, architectural,
and always sexy – while constantly trying to be
current and reach a new generation." - Kevin
Carrigan, Global Creative Director of CK Calvin
Klein, Calvin Klein and Calvin Klein jeans.
Customer analysis of Calvin Klein

Customers of
Calvin Klein
mostly consist
of the younger
generation in
particular men
and women
between the
age of 15-40.
Individuals
with high
relatively high
disposable
income and
the ones more
conscious
about the
fashion and
trends
constitute the
major chunk
of customers
for the brand.
They are
urban upper
class adults
and business
executives
With
celebrities like
Kendall Jenner
and Justin
Bieber and
bloggers like
Chiara
Ferragni and
Aimee Song,
Calvin Klein
was most
definitely
targeting the
younger
generation
with the
launch of this
campaign.
Within the past
year, Urban
Outfitters, a
clothing store
for men and
women
particular
geared
towards the
young hipster,
has even
started selling
Calvin Klein
Underwear. I
The demographics of the people that would be receiving
these messages from the “My Calvins” campaign would
be men and women between the ages of 15-30, most
likely not married and have a median income
considering Calvin Klein isn’t the most expensive
underwear in the world. The psychographics of these
people would be that they are interested in music, art,
books, TV, film, shopping, photography. They are very
open-minded and into social media. I would say out of
the seven types of people, the audience for the “My
Calvins” campaign would be the aspirers and the
explorers. I say this because aspirers are very
materialistic, oriented to image and appearance,
persona and fashion. They are also attracted to the
packaging of products way more than what’s actually
inside of them. They are also younger. The explorers
pride themselves on being an individual. They value
difference and adventure. They are the first to try new
brands and they tend to be younger, specifically
students.
Calvin Klein’s messaging with their campaign was right on point
with their target audience. The “My Calvins” campaign was solely
on social media, particularly Instagram. The younger generation is
all about Instagram. They are constantly checking their favorite
celebrities and influencers to see what they are up to and what
they’re talking about. You can bet that if a 20-year-old girl’s
favorite blogger was raving about the new Calvin Klein Underwear
she got sent, that girl would be racing to the store to get a pair of
her own. Calvin Klein really succeeded in choosing the right target
Financial Analysis of Calvin Klein
 RESULT

FromFromthis
thisCase
Casestudy
studyI have
I have
comecometotoananunderstanding
understanding
about
aboutthethebrand
brandCalvin
CalvinKlein
Klein– –
it’sit’marketing
s marketingstrategy,
strategy,their
their
strengths
strengthsandandweeknesses,
weeknesses,
products
productsrange,
range,etcetc
 REFERENCES
https://www.calvinklein.us/en
https://www.calvinklein.us/en
https://www.marketing91.com/marketing-
https://www.marketing91.com/marketing-
strategy-of-calvin-klein/
strategy-of-calvin-klein/
http://www.annualreports.com/HostedData
http://www.annualreports.com/HostedData
/AnnualReports/PDF/NYSE_pvh_2017.pdf
/AnnualReports/PDF/NYSE_pvh_2017.pdf
https://www.dashinfashion.com/designers/
https://www.dashinfashion.com/designers/
calvin-klein-kids.html
calvin-klein-kids.html
Cube
Cubeyou,you,
2016. Calvin
2016. Klein
Calvin coustomer
Klein coustomer
profile.
profile.
Google
GoogleImages.
Images.
Pinterest.
Pinterest.
Phoenix
PhoenixMarket City.
Market City.
THANKING YOU! !

BY: Pavataarini

BFT/18/405