IN 2018 GLOBAL RETAIL SALES
COUNTRIES OF DISTRIBUTION
The CALVIN KLEIN brands — CALVIN KLEIN JEANS EST. 1978, 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 $9.8 billion in 2018.
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 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.
CALVIN KLEIN JEANS EST. 1978
CALVIN KLEIN JEANS EST. 1978 reflects a different facet of the brand’s legacy and its distinct and unique viewpoint on the aesthetic of America. The line fuses the timeless iconography of CALVIN KLEIN’s legacy with the sensibilities of today’s youth culture. CALVIN KLEIN JEANS EST. 1978 launched globally online and in select retail stores and wholesale partners in July 2018.
Our "contemporary" brand offers modern, sophisticated items including apparel and accessories. Distribution is in the wholesale channel through specialty and department store retailers (in stores and online) in various regions and through free-standing stores and online in Asia, and calvinklein.com in the U.S. Distribution for the line continues to expand in Europe, including the Fall 2018 launch of womenswear.
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 is known for its 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 offering defines 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.
As the CALVIN KLEIN brand celebrates its 51st year in business, it continues to experience 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 CALVIN KLEIN's premium positioning worldwide and further commercialize the business.
The core of CALVIN KLEIN is its global 360° marketing campaigns, which are designed to engage consumers through provocative, modern, sensual and iconic lifestyle imagery. The brand has experienced success by combining high-profile global "energy" campaigns with the use of more local influencers, such as Taiwanese musician Jam Hsiao and Chinese actress Jelly Lin.
Beginning in Fall 2017, CALVIN KLEIN relaunched its highly successful #MYCALVINS campaign that originally debuted in 2014. Under the new moniker, Our Family, #MYCALVINS, the campaign featured families that were both born and made. The families included siblings Kaia and Presley Gerber wearing CALVIN KLEIN JEANS; songwriter and recording/visual artist Solange alongside her personally curated cast of singers/songwriters, in CALVIN KLEIN UNDERWEAR and CALVIN KLEIN JEANS; and the A$AP Mob hip-hop collective, including A$AP Rocky, in CALVIN KLEIN UNDERWEAR and CALVIN KLEIN JEANS.
To drive further momentum for Spring 2018, Calvin Klein enlisted sisters Kim Kardashian West, Khloé Kardashian, Kourtney Kardashian, Kendall Jenner and Kylie Jenner as brand ambassadors for CALVIN KLEIN JEANS and CALVIN KLEIN UNDERWEAR, marking the first time all of the sisters have appeared together in a brand campaign. The video associated with the campaign ranked #1 on the January 2018 YouTube Ads Leaderboard, which is a monthly celebration of the top ads people chose to watch on YouTube.
In Fall 2018, the Kardashian/Jenner sisters starred in an evolution of their Spring campaign for CALVIN KLEIN JEANS and CALVIN KLEIN UNDERWEAR. Additionally, CALVIN KLEIN launched its worldwide print advertising campaign for its new fragrance, CALVIN KLEIN WOMEN, featuring award-winning actors and voices of their generation, Lupita Nyong'o and Saoirse Ronan.
Calvin Klein has a dedicated consumer engagement team, which encompasses the brand’s marketing, communications, social media, celebrity dressing and special events.
In 2018, over $380 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.