Calvin Klein is one of the best known designer names in the world, offering a modern design aesthetic. The Calvin Klein brands — Calvin Klein Collection, Calvin Klein platinum label, Calvin Klein white label, Calvin Klein Jeans and Calvin Klein Underwear — provide us with the opportunity to market products both domestically and internationally at higher price points, in higher-end distribution channels and to different consumer groups than most of our Heritage Brands business product offerings. Global retail sales of products sold under the Calvin Klein brands were approximately $7.6 billion in over 100 countries in 2012.
We believe that the Calvin Klein brands are powerful, influential and highly relevant, as evidenced by the fact that the Calvin Klein brand was ranked #1 by Women’s Wear Daily in its coveted top 10 list of most-recognized designer brands in December 2012. Innovative marketing and advertising campaigns continue to fuel the global growth of the Calvin Klein brands, highlighted by an expanded use of digital and social media marketing platforms, including the addition of our visually-driven, interactive Tumblr blog, which complements the brand’s editorial and celebrity wardrobing programs, to further consumer awareness and brand appeal.
In order to more efficiently and effectively exploit the development opportunities for each brand, a tiered-brand strategy was established to provide a focused, consistent approach to global brand growth and development. Each of the Calvin Klein brands occupies a distinct marketing identity and position that preserves the brand’s prestige and image. Our brand portfolio includes:
Calvin Klein Collection – Calvin Klein Collection is the "halo" for all Calvin Klein product and advertising. Representing pure, timeless luxury, Calvin Klein Collection offers men’s and women’s high-end designer apparel and accessories, which are sold across the globe through the wholesale channel and through our own full price Calvin Klein Collection global retail flagship in New York City;
Calvin Klein platinum label – Calvin Klein platinum label, formerly known as ck Calvin Klein, was rebranded in 2013 in order to unify the Calvin Klein brands under one umbrella. This line, which is our "bridge" line, offers iconic, essential and fashion items, including apparel and accessories, which are sold in the wholesale channel through specialty and department stores, as well as in freestanding stores in Europe and Asia;
Calvin Klein white label – Our white label brand is positioned as a premium brand within the "better" tier of men’s and women’s sportswear, outerwear, suits, shoes and accessories, as well as women’s dress and performance wear, and men’s dress furnishings. Presently available predominantly in North America and expanding to Latin America, Calvin Klein white label offers stylish designs interpreted through the Calvin Klein aesthetic for a modern, sophisticated consumer. The design ethos is based on form and functionality, and the line’s products are effortless, fashionable and accessible;
Calvin Klein Jeans – Calvin Klein Jeans is the casual expression of a modern American designer lifestyle. It is rooted in denim, and is famous for its unique details and innovative treatments. The Calvin Klein Jeans line includes men’s and women’s jeans and related apparel, which are distributed worldwide, and denim accessories, which are distributed in Europe and Asia. The Calvin Klein Jeans core customer has an urban, downtown sensibility and is confident, fashion and trend aware, and globally engaged; and
Calvin Klein Underwear – As the world’s leading designer underwear brand for men and women, Calvin Klein Underwear is known across the globe for its sexy, cutting-edge products and groundbreaking visuals, consistently delivering innovative designs with superior fit and quality. Offerings include men’s and women’s underwear, sleepwear and loungewear, which are distributed worldwide.
Our in-house design team designs all products and/or controls all design operations and product development and oversees a worldwide marketing, advertising and promotions program for the Calvin Klein brands. In 2012, over $300 million was spent globally in connection with the advertisement, marketing and promotion of the Calvin Klein brand, and these expenses are principally funded by Calvin Klein’s licensees and other authorized users of the Calvin Klein brands.