BEIJING — Calvin Klein Inc. is continuing its Far Eastern push.
A group of executives — including Tom Murry, Calvin Klein's president and chief operating officer, and designers Francisco Costa and Italo Zucchelli — hit the Chinese capital and Tokyo to push the company's labels with a store opening here and fashion show in Japan.
The opening of a Calvin Klein Collection store here represents the second China visit by senior Calvin Klein management in less than a year; last November they staged a massive World of Calvin Klein event in Shanghai, and a similarly scaled show happened in Tokyo on Monday.
Executives stressed the visit represents the brand's commitment to and fascination with the Chinese market. "I see an extreme hunger for fashion," said Zucchelli, men's wear creative director for Calvin Klein. "There is an amazing enthusiasm for fashion, and an amazing hospitality in the fashion community, people are more welcoming to outsiders than in the West. Maybe because fashion is so new here."
Zucchelli said the brand is opening a Collection store in Beijing because "the market is booming, it is the strongest booming market. Every international designer has a freestanding store here, or some retail space. China is very important to us."
The new store represents Calvin Klein Collection's sixth worldwide, and debuted on May 17 with an in-store party followed by a gala dinner at People 8 with over 100 local fashion elite. The 2,500-square-foot store is located in the lower basement of the Peninsula Palace Hotel.
"The decision to open Collection in China is the combination of a great location and a partner with a great track record," said Murry. "We had been wanting to open in China, whether in Shanghai or Beijing, but location dictated where."
Most diversified international brands have opted to launch in China with their most top-end, luxury lines to establish themselves in the market as luxury brands before introducing their midrange products. In contrast, Calvin Klein has maintained a network of jeans, underwear and CK stores here since 2000, and currently has 52 freestanding stores in 25 cities in 13 provinces in Mainland China, and will have more than 1,300 points of sale for accessories, apparel, eyewear and watches by year-end 2007. "We wanted to be profitable, so we started with the core businesses of jeans, underwear and CK, and it has never been a disadvantage," said Murry. "We can also sell high-end, and bridge the price gap."
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