APPERAL MERCHANDISING

About CK Brand
CALVIN KLEIN

Calvin Klein, is an iconic American fashion brand known for its minimalist aesthetic, clean lines,
and modern designs. Established by fashion designer Calvin Klein in 1968, the brand quickly rose to
prominence and became synonymous with contemporary fashion and American style.

The brand gained attention for its youthful and innovative approach to clothing, blending simplicity
with luxury materials and precise tailoring.

Throughout the 1970s and 1980s, Calvin Klein became a household name, particularly with its
iconic denim designs and provocative advertising campaigns. The brand's jeans, featuring the
distinctive CK logo, became a fashion staple and symbol of casual American style.

Calvin Klein's innovative marketing strategies played a significant role in shaping its image and
success. The brand's advertisements often pushed boundaries and challenged conventions, tackling
controversial topics and exploring themes of sexuality and youth culture.

In 2003, Calvin Klein Inc. was acquired by Phillips-Van Heusen Corporation (now known as PVH
Corp.), which helped to further expand the brand's global reach and influence. Under PVH Corp.'s
stewardship, Calvin Klein continued to evolve while staying true to its core values of simplicity,
sophistication, and quality craftsmanship.

Today, Calvin Klein remains one of the most recognized and respected fashion brands in the world.
Its collections continue to reflect Calvin Klein's original vision of understated elegance and timeless
style, appealing to a diverse audience of fashion-forward consumers across the globe.
Sales Revenue of CK

Calvin Klein's annual revenue in 2023 was $460 million, with 1,001 employees and a revenue per
employee ratio of $459,540. In 2022, global retail sales of Calvin Klein products were about $9.3
billion.

In 2023, PVH Corp. reported that revenue increased 2% to $9.218 billion compared to 2022, and
that EBIT on a GAAP basis was $929 million, compared to $471 million in 2022.

The global retail sales were about $9.3 billion in 2022. In 2021, Calvin Klein's revenue increased
39% from 2020, with revenue through digital channels growing about 30%.

PRODUCT TYPE

 Apparel: Calvin Klein offers a wide array of clothing items, including dresses, suits, shirts,
trousers, skirts, outerwear, and activewear. The brand is known for its clean lines, minimalist
designs, and contemporary silhouettes.

 Denim: Calvin Klein is famous for its denim collections, featuring jeans, jackets, and skirts. The
brand's denim products often incorporate classic styles with modern twists, reflecting its
signature aesthetic.

 Underwear and Intimates: Calvin Klein is renowned for its underwear and intimate apparel,
including bras, panties, boxers, briefs, and lingerie. The brand's underwear line is characterized
by its comfort, quality, and iconic logo waistbands.

 Accessories: Calvin Klein offers a range of accessories to complement its apparel, including
handbags, wallets, belts, scarves, hats, sunglasses, and jewelry. These accessories often feature
minimalist designs that seamlessly integrate with the brand's overall aesthetic.
 Fragrance: Calvin Klein has a successful line of fragrances for both men and women. These
perfumes and colognes often embody the brand's modern and sophisticated sensibility, with
popular scents like CK One, Eternity, and Obsession.

 Footwear: Calvin Klein designs and manufactures a variety of footwear styles, including
sneakers, boots, sandals, pumps, loafers, and flats. The brand's footwear offerings typically
feature sleek designs and high-quality materials.

 Home: Calvin Klein also offers home furnishings and bedding collections, including bedding
sets, towels, blankets, and decorative pillows. These products reflect the brand's minimalist
aesthetic and commitment to quality craftsmanship.

Determining which category has more sales analysis within Calvin Klein would typically depend on
various factors such as consumer demand, market trends, and company priorities.
Apparel and accessories are likely to receive more sales analysis within Calvin Klein's product
categories.

Apparel : Typically, the main product offered by fashion labels like Calvin Klein is clothing.
Analysing clothing sales is essential for maintaining inventory levels, determining popular trends,
tracking the success of various clothing lines, and setting the best prices. Given the wide variety of
apparel items that Calvin Klein sells—from dresses to suits to outerwear,there's a need for detailed
analysis to understand consumer preferences and market trends within this category.

Accessories : Handbags, wallets, belts and jewellery are examples of accessories that are necessary
to complete Calvin Klein's clothing line. Tracking sales trends by product category, evaluating the
effectiveness of various accessory lines, examining consumer preferences, and refining pricing and
merchandising tactics are all part of the process of sales analysis for accessories. Accessories often
have higher profit margins compared to apparel, making them an area of focus for maximizing
revenue and profitability.
TARGET AUDIENCE

Young Adults and Millennial's: It has a strong appeal to younger generation, particularly young
adults and millennial's. The brand's edgy and contemporary designs, as well as its association with
youth culture, make it popular among this demographic group. Calvin Klein's provocative
advertising campaigns and endorsements by popular celebrities often resonate with younger
consumers.

Urban Professionals: Calvin Klein also targets urban professionals who seek stylish and versatile
clothing for work and leisure. The brand's tailored suits, classic shirts, and sophisticated dresses
appeal to individuals who value quality craftsmanship and timeless elegance in their wardrobe
choices.

Fashion-forward Consumers: Calvin Klein attracts fashion-forward consumers who appreciate

cutting-edge designs and trends. The brand's ability to balance classic silhouettes with modern
touches appeals to individuals who want to make a fashion statement while maintaining a sense of
understated sophistication.

Affluent Consumers: Calvin Klein's luxury collections, including its high-end apparel, accessories,
and fragrances, target affluent consumers who are willing to invest in premium quality and luxury
brands. These consumers often value exclusivity, craftsmanship, and the prestige associated with
owning Calvin Klein's luxury products.

Global Audience: Calvin Klein has a global presence and targets a diverse audience across different
regions and cultures. The brand's universal appeal, driven by its minimalist aesthetic and iconic
branding, transcends geographical boundaries and resonates with consumers worldwide.
COMITETIORS OF CK

Ralph Lauren: Known for its preppy and classic American style, Ralph Lauren offers a wide range
of apparel, accessories, and home furnishings. Like Calvin Klein, Ralph Lauren appeals to
consumers seeking timeless elegance and quality craftsmanship.

Tommy Hilfiger: Tommy Hilfiger is another American fashion brand known for its casual, youthful
aesthetic. It competes with Calvin Klein in categories such as apparel, denim, and accessories,
targeting a similar demographic of fashion-conscious individuals.

Giorgio Armani: As a luxury fashion brand, Giorgio Armani competes with Calvin Klein in the
high-end segment of the market. Both brands offer premium apparel, accessories, and fragrances,
targeting affluent consumers who value sophistication and exclusivity.

Michael Kors: Michael Kors is recognized for its contemporary and accessible luxury designs,
appealing to a broad audience of fashion-forward consumers. Like Calvin Klein, Michael Kors
offers a diverse range of products, including apparel, accessories, and fragrances.

Hugo Boss: Hugo Boss is a German fashion brand known for its modern and refined menswear, as
well as its sophisticated womenswear and accessories. It competes with Calvin Klein in categories
such as suits, casual wear, and fragrances, targeting professionals and fashion-conscious individuals.

Zara: Zara is a fast-fashion retailer known for its trend-driven and affordable clothing collections.
While catering to a different price point than Calvin Klein, Zara competes by offering stylish and
rapidly changing fashion options to a younger demographic.

VENDORS AND THEIR SELECTION CRITERIA

Some of the vendors of ck are:

 Allure Eyewear
 Meiyume Ltd. (HK)

 Wenzhou Yimaida Shoes Co., Ltd.

 American Phil Textiles (Overseas) Ltd.
 Viet Tien Garment Corporation
 Bosideng International Fashion
 Firemount Textiles Ltd.

The selection criteria of vendors includes :

Quality: Calvin Klein would prioritize vendors that provide high-quality materials and products.
This ensures that the final products maintain the brand's reputation for excellence.

Reliability: Vendors must be reliable in terms of meeting deadlines and delivering materials as per
the agreed-upon specifications. Reliability is crucial to maintaining smooth production processes and
meeting customer demand.

Ethical Standards: Calvin Klein, like many other fashion brands, likely seeks vendors who adhere
to ethical and sustainable practices. This may include considerations such as fair labor practices,
environmental sustainability, and adherence to local laws and regulations.

Cost-effectiveness: While quality is paramount, Calvin Klein would also consider the cost-
effectiveness of working with a particular vendor. Negotiating favorable pricing terms can help
optimize production costs and maintain competitiveness in the market.

Innovation: Vendors that offer innovative materials or production techniques may be preferred, as
they can contribute to product differentiation and keep Calvin Klein's offerings fresh and appealing
to consumers.

Capacity: Vendors must have the capacity to meet the production demands of Calvin Klein. This
includes having adequate production facilities, workforce, and scalability to accommodate
fluctuations in demand.
Compatibility: There should be a good fit between Calvin Klein and its vendors in terms of
company culture, values, and business practices. Building strong relationships with vendors based on
mutual understanding and trust is essential for long-term success.

CSR POLICY

Labor Practices: Its CSR policy may include commitments to fair labor practices throughout its
supply chain. This could involve ensuring safe working conditions, fair wages, reasonable working
hours, and the prohibition of child labor and forced labor.

Ethical Sourcing: The brand may have guidelines for ethical sourcing of materials, ensuring that
suppliers adhere to environmental and social standards. This could include sourcing sustainable
materials, supporting local communities, and promoting transparency in the supply chain.

Environmental Sustainability: Calvin Klein may have initiatives to minimize its environmental
footprint, such as reducing energy consumption, minimizing waste, and using eco-friendly materials
and production processes. This might also involve setting targets for carbon emissions reduction and
water conservation.

Product Responsibility: The CSR policy may address product safety and quality, as well as
commitments to ethical marketing and advertising practices. Calvin Klein may also have initiatives
to promote diversity, inclusivity, and body positivity in its marketing campaigns.

Community Engagement: The brand may engage in philanthropic activities and community
outreach programs to support social causes and contribute to the communities where it operates. This
could include initiatives related to education, healthcare, and poverty alleviation.

Governance and Ethics: Calvin Klein's CSR policy may include commitments to ethical business
conduct, transparency, and accountability in corporate governance. This could involve adhering to
legal and regulatory requirements, as well as ethical standards of integrity and honesty.
Stakeholder Engagement: The brand may prioritize engaging with stakeholders, including
employees, customers, suppliers, investors, and communities, to understand their concerns and
incorporate their feedback into its CSR initiatives.