Brooke Shields was just 15 years old when she cooed her famous line, “Nothing comes between me and my Calvins.” Twenty-four years later, Calvin Klein is offering 15-year-olds a new choice in jeans.
The brand plans to roll out a new jeans line, Choice Calvin Klein, for spring retailing, targeting what a spokeswoman called an “energetic, youthful” consumer.
In April, Calvin Klein unveiled the Choice concept, first on a line of innerwear that shipped for fall 2004 retailing. The Choice label also will appear on a swimwear collection that, like the jeans, will ship for spring.
It’s part of a broader extension of the Calvin Klein business with licensee Warnaco Group Inc., which is producing all three Choice product lines and also plans to roll out a CK39 superpremium jeans line for spring.
A spokeswoman for Warnaco called the launch “part of the brand’s evolution.”
“Calvin Klein is developing a whole series focused on the contemporary buyer,” she said. “This is just the next category.”
The brand will target girls aged 14 to 22. The brand’s name, Choice, “speaks to girls who want choices in their life,” the spokeswoman said. The line offers a range of styles, including graffiti denim washes, boot cuts, miniskirts and shorts. Choice differs from CK Calvin Klein by offering younger, more fashion-forward silhouettes. The line also includes knit tops, T-shirts, satin bombers and tanks.
“Calvin Klein is known for fit,” the spokeswoman said. “We haven’t changed that. We just didn’t want young girls who wanted stylish jeans to have to wear their mom’s Calvin Klein jeans.”
The company is targeting the line at a retail price range of $29 to $59 at specialty and department stores, suggesting a wholesale price range of around $15 to $30 based on typical markups.
The firm declined to provide sales projections for the new line, though company officials and industry sources previously estimated the other Choice collections would likely represent incremental growth of Warnaco’s Calvin Klein businesses. Last year, Warnaco’s sales of Calvin Klein products came to $561.8 million, about 41 percent of its total revenues. Warnaco’s other businesses include an extensive assortment of intimate apparel, licensed Chaps products and the Speedo brand. — Lauren DeCarlo
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