IN 2017 GLOBAL RETAIL SALES
COUNTRIES OF DISTRIBUTION
The CALVIN KLEIN brands — CALVIN KLEIN BY APPOINTMENT, CALVIN KLEIN 205 W39 NYC, 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 $9.1 billion in 2017.
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 one singular vision guiding its design, marketing and consumer engagement initiatives, we believe that CALVIN KLEIN will convert its investments into ongoing commercial success.
CALVIN KLEIN 205 W39 NYC
Our "halo" brand offers men’s and women’s high-end designer apparel and accessories, as well as items for the home. Representing pure, refined luxury, distribution is through our wholesale partners globally (in stores and online), pure play digital commerce retailers, our flagship store on Madison Avenue in New York, New York, and calvinklein.com.
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 through the vision of Chief Creative Officer, Raf Simons. 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 jeanswear 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. In Fall 2018, CALVIN KLEIN JEANS relaunched its product line with new labeling and product, reflective of its evolving aesthetic, and aiming to provide a consistent brand offering and experience across geographies.
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 will launch in Europe for the first time in Fall 2018.
As the CALVIN KLEIN brand celebrates its 50th year in business, it continues to experience compelling brand and cultural relevancy by continually evolving and driving consumer engagement. Under its universally acclaimed Chief Creative Officer, Raf Simons, the CALVIN KLEIN brands are unified by a single black thread across all aspects of the business – including creative, design, marketing and the in-store experience. We believe that Raf’s execution of his strategy will strengthen CALVIN KLEIN’s premium positioning worldwide and further commercialize the business, with a goal of achieving $10 billion in global retail sales over the next few years.
The core of CALVIN KLEIN is its global 360° marketing campaigns, which are designed to engage consumers through provocative, modern, sensual and iconic lifestyle imagery. The brand has experienced success by combining high-profile global "energy" campaigns with the use of more local influencers, such as Taiwanese musician Jam Hsiao and Chinese actress Jelly Lin.
For Spring 2017, CALVIN KLEIN embarked on a brand journey to capture cultural moments and communicate with consumers through more of an artistic lens. The campaign featured iconic CALVIN KLEIN products photographed alongside artistic works by Andy Warhol, Dan Flavin, Richard Prince and Sterling Ruby.
Beginning in Fall 2017, CALVIN KLEIN took a more commercial approach, with the relaunch of the highly successful #MYCALVINS campaign that originally debuted in 2014. Under the new moniker, Our Family, #MYCALVINS, the campaign featured families that were both born and made. The families included siblings Kaia and Presley Gerber wearing CALVIN KLEIN JEANS; songwriter and recording/visual artist Solange alongside her personally curated cast of singers/songwriters, in CALVIN KLEIN UNDERWEAR and CALVIN KLEIN JEANS; and the A$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.
There is further excitement planned for Fall 2018, which we believe will ignite consumers. Notably, the Kardashian/Jenner sisters will star 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, the first CALVIN KLEIN fragrance to be developed under the vision of Raf Simons. The campaign features award-winning actors and voices of their generation, Lupita Nyong'o and Saoirse Ronan.
We are proud that Raf was recognized as Womenswear Designer of the Year by the Council of Fashion Designers of America in 2018, after winning the Council of Fashion Designers of America Fashion Awards for both the Womenswear Designer of the Year and the Menswear Designer of the Year in 2017, a feat accomplished only once before – by Mr. Calvin Klein. Raf was also honored as Designer of the Year at the 2017 British Fashion Council’s annual Fashion Awards.
Calvin Klein also has a dedicated global communications team, which encompasses the brand’s corporate communications, public relations, celebrity dressing and special events.
In 2017, 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.