Calvin Klein Inc., a wholly owned subsidiary of PVH Corp., said Monday that it will re-brand the company’s women’s and men’s bridge apparel and accessories simply as Calvin Klein featured on a platinum label. The global rollout of the name change will start this fall with watches and jewelry. The global bridge apparel and accessories business is currently conducted under the brand name ck Calvin Klein, and the change will begin phasing in over the next year. The fragrances will remain ck and CK One.
According to the company, the Calvin Klein platinum label re-branding is part of a strategy to strengthen the global growth strategies for Calvin Klein across product categories and geographies. Last fall, when PVH Corp. said it was acquiring Warnaco Group Inc., which is the worldwide licensee of Calvin Klein Jeans and the owner of the Calvin Klein trademarks for underwear, sleepwear and loungewear, it spoke about the reunification of “The House of Calvin Klein,” positioned to capture the growth potential of the Calvin Klein brand and have one brand steward with one global vision.
“I believe that this re-branding, and the efforts we are taking to enhance our own bridge apparel and accessory offerings, will benefit the brand image and result in the enhancement and expansion of the Calvin Klein lifestyle,” said Tom Murry, chief executive officer of Calvin Klein.
Calvin Klein’s bridge apparel and accessories business in Europe was integrated into PVH’s existing European organization and commercial infrastructure last year. That operation is headed by Daniel Grieder, ceo of Tommy Hilfiger Europe and PVH Europe, who reports to Fred Gehring, ceo of Tommy Hilfiger and PVH International Operations. Michael Arts is head of sales, merchandising and brand management of Calvin Klein Europe BV, also reporting to Gehring. There is no ck Calvin Klein bridge apparel business in the U.S.
At the end of 2011, the ck Calvin Klein brand generated about $1 billion in global retail sales, achieved primarily in Asia and Europe.
Kevin Carrigan, Calvin Klein brands’ global creative director, will continue to oversee the creative direction for bridge apparel, while Ulrich Grimm, creative director for all of the Calvin Klein brands’ footwear and accessories lines, will continue to oversee the design of handbags and small leather goods.
In Asia and Japan, in coordination with licensing partners Club21 and Onward Kashiyama, respectively, the Calvin Klein platinum label re-branding of men’s and women’s apparel and accessories will be introduced in the spring 2014 season. Freestanding stores opening this year in Asia will have the new branding, and existing stores will be transitioned on a rolling basis, beginning this summer. The re-branding in Europe of the women’s and men’s bridge apparel lines is expected to follow the Asian introduction in a phased manner.
Calvin Klein’s line of women’s and men’s watches and jewelry, produced with licensing partner Swatch Group, was introduced at Baselworld 2013 in Basel, Switzerland, with the new branding.
Calvin Klein’s business will now be comprised of three distinct brand tiers, each with its own marketing identity and position, and differentiated through brand-specific advertising, channels of distribution and product design. The three tiers are:
• Calvin Klein Collection, the “halo” brand that sets the tone for the company’s other designer brands. Shown on the runways in New York and Milan, Calvin Klein Collection is designed by creative directors Francisco Costa for women’s and Italo Zucchelli for men’s.
• Calvin Klein platinum label is the “bridge” sportswear and accessories tier.
• Calvin Klein white label represents the base of the company’s brand pyramid and is the “better” tier of sportswear and accessories, and includes the Calvin Klein Jeans and Calvin Klein Underwear brands.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)