IN 2019 GLOBAL RETAIL SALES
COUNTRIES OF DISTRIBUTION
The CALVIN KLEIN brands — CK CALVIN KLEIN, CALVIN KLEIN, CALVIN KLEIN JEANS, CALVIN KLEIN UNDERWEAR and CALVIN KLEIN PERFORMANCE — provide us with the opportunity to market products both domestically and internationally at various price points, through multiple distribution channels and to different consumer groups. The CALVIN KLEIN brands are also licensed for a range of products, including fragrance, women's apparel, footwear, eyewear, watches and jewelry in various regions. Global retail sales of products sold under the CALVIN KLEIN brands were approximately $9.4 billion in 2019.
The tiered-brand strategy was established for CALVIN KLEIN to provide a focused, consistent approach to global brand growth and development that preserves the brand's prestige and image. Each of the CALVIN KLEIN brands occupies a distinct marketing identity and position.
We believe that CALVIN KLEIN is well positioned over the next few years to establish itself as the world’s favorite brand. With the North Star of "Defying the boundaries of self-expression" guiding its design, marketing and consumer engagement initiatives, we believe that Calvin Klein will convert its investments into ongoing commercial success.
We believe that CALVIN KLEIN is well positioned to achieve our 2020 vision of establishing it as one of the world’s greatest brands. With the North Star of "Defying the boundaries of self-expression" guiding its design, marketing and consumer engagement initiatives, we believe that CALVIN KLEIN will convert its investments into ongoing commercial success.
Our "contemporary" brand offers modern, sophisticated items including apparel and accessories. Distribution is in Asia through our wholesale partners (in stores and online) and through our own stores and on calvinklein.com.
This line is the casual expression of the CALVIN KLEIN brand with roots in denim, offering men’s and women’s jeanswear, related apparel and accessories. CALVIN KLEIN JEANS products are known for their unique details and innovative washes. Distribution is worldwide through our own stores, our wholesale partners (in stores and online), pure play digital commerce retailers and calvinklein.com.
This line is known across the globe for provocative, cutting-edge products and marketing campaigns and consistently delivering innovative designs with superior fit and quality. Offerings include men’s and women’s underwear, women’s intimates, sleepwear and loungewear. Distribution is worldwide through our own stores, our wholesale partners (in stores and online), pure play digital commerce retailers and calvinklein.com.
CALVIN KLEIN PERFORMANCE
CALVIN KLEIN PERFORMANCE is built on the foundation of innovation, fit and function. Each season’s offerings define the new active fashion uniform for him and her. Designs are fashion-inspired and feature trend-driven, modern pieces that unite innovative fabric technology with classic American design elements. Already a significant business in North America and Asia, the line launched in Europe in Fall 2018. Distribution is primarily in North America, Europe and Asia through our own stores, our wholesale partners (in stores and online), pure play digital commerce retailers and calvinklein.com.
As the CALVIN KLEIN brand celebrates its 51st year in business, it continues to generate compelling brand and cultural relevancy by continually evolving and driving consumer engagement. The CALVIN KLEIN brands are unified by a dedicated brand purpose with a focus on "Defying the boundaries of self-expression." We believe that this strategy will strengthen consumer engagement and drive its premium positioning worldwide.
Our vision for CALVIN KLEIN is to employ a truly digital first, socially powered marketing experience for consumers. In 2018, we announced the creation of our Consumer Marketing Organization, which reimagines our marketing function by bringing together all facets of the consumer marketing experience – from consumer engagement to data capabilities to the shopping experience. We believe that this enhanced marketing approach will better meet our consumers’ needs, as we adapt to their rapidly changing demands. We will focus going forward on creative consistency and continue consumer-centric marketing to drive sales, while also building personalized relationships and tailoring the overall consumer experience through highly specialized teams.
Consumer engagement remained at the core of Calvin Klein throughout 2018, as it continued to deliver immersive brand experiences, with a particular focus on youth-minded consumers. Calvin Klein leveraged the already-successful #MYCALVINS legacy and amplified its commerciality by enlisting the Kardashian –Jenner sisters for CALVIN KLEIN JEANS and CALVIN KLEIN UNDERWEAR in Spring and Fall 2018. Calvin Klein also collaborated with Amazon Fashion for the CALVIN KLEIN X Amazon Fashion NYC Market. The interactive event featured physical and digital brand experiences where customers were able to purchase limited edition product drops, recreate the “Together in Denim” campaign photo shoot, and play games for the opportunity to win CALVIN KLEIN prizes. In Europe, CALVIN KLEIN collaborated with Zalando for their 10th anniversary, which included an exclusive capsule collection featuring siblings Kaia and Presley Gerber and was accompanied by a TV and social media campaign, resulting in outstanding sell-throughs.
Calvin Klein continued to drive the brand’s heat for Spring 2019, launching its new campaign for CALVIN KLEIN JEANS and CALVIN KLEIN UNDERWEAR, which featured Kendall Jenner, Shawn Mendes, A$AP Rocky and Noah Centineo. The campaign was highly commercial, with outsized engagement metrics, highlighting iconic products and delivering the brand’s signature seductive and provocative aesthetic.
The brand continued the momentum from its Spring 2019 campaign at the Coachella Valley Music and Arts Festival. CALVIN KLEIN was the official fashion sponsor of Coachella and created the #MYCALVINS HOUSE - a socially-driven activation on the festival grounds that was a surreal representation of the spring campaign. Festivalgoers were invited to shop a curated selection of CALVIN KLEIN products and partake in branded photo moments.
For Summer 2019, CALVIN KLEIN launched its I SPEAK MY TRUTH IN #MYCALVINS campaign, which presented some of today’s most influential voices, dressed in the latest CALVIN KLEIN products, telling their own stories. The diverse cast of talent includes Shawn Mendes, Billie Eilish, A$AP Rocky, Indya Moore, Bella Hadid, Chika, Noah Centineo, Troye Sivan, Kendall Jenner, Kevin Abstract, Yoo Ah-In and Lil Miquela.
In 2019, over $365 million was spent globally (approximately 40% of these expenses being funded by Calvin Klein's licensees and other authorized users of the brands) in connection with the advertisement, marketing and promotion of the CALVIN KLEIN brands.