The Warnaco Group Inc. is making a big push to strengthen its Calvin Klein Underwear franchise with a major relaunch for fall and product introductions for spring.
This story first appeared in the June 15, 2009 issue of WWD. Subscribe Today.
Warnaco, coming off a first quarter when net income more than doubled to $37.6 million, saw sales of Calvin Klein products, which include jeans and underwear for men and women, account for about 75 percent of the company’s top line. The two new major initiatives by Calvin Klein Underwear are the Perfectly Fit and Seductive Comfort Customized Fit bras.
The global relaunch of Perfectly Fit bras, introduced in fall 2005, will include distribution to 1,050 doors of major stores and specialty operations, and will feature a hangtag with a tag line saying, “Now More Perfect Than Ever.” Perfectly Fit bras will retail for $44.
Bob Mazzoli, chief creative officer of Calvin Klein Underwear, said the focus of the relaunch is “aesthetics and functionality.”
“With the introduction of the new Perfectly Fit, we’ve dialed it up,” Mazzoli said. “Revolutionary technology provides ultimate comfort and a smooth, sleek look, making Perfectly Fit a sexy, everyday wardrobe staple. Lace, color and iconic prints were introduced in the initial launch, and now the offering has been updated with a modern, new demi silhouette.”
Five key styles are a smooth Push Up Bra, a Push Up With Lace Bra, a sleek T-Shirt Bra, a T-Shirt With Lace Bra and a framed Demi Bra, which offers a “sexy neckline, smooth contoured shape and frame for extra support,” he said. Product features include a line-free edge at the neckline for a no-show look, four-way stretch foam for flexibility, plush underwire channeling, a cushion closure for comfort, two-ply wings and microfiber straps, which are graded by size, as well as logo treatment.
Helen McCluskey, president of Warnaco Intimate Apparel, said the Seductive Comfort Customized Lift Bra is “our number-one style.” Eva Mendes was the model for the launch in fall 2008 in a multimillion-dollar ad campaign, and will continue to be the model of Calvin Klein Underwear this fall.
“Our consumer has responded positively to the idea of customization in bras,” McCluskey said. “We are excited to offer the Seductive Comfort customer, who is looking for increased coverage and support, additional options to complete her wardrobe. We recently introduced the Customized Lift concept in strapless and will add…lace, fashion colors and prints for spring 2010.”
The Seductive Comfort Customized Lift Bra, T-Shirt Bra and Underwire Bra each retail for $44. The Seductive Comfort Customized Lift Strapless Bra With Lace, the Sexy Contour With Lift Bra and Lace Underwire Bra each retail for $46.
The main features of the Customized Lift concept are fit, coverage and support targeted to the C-to-DD-cup customer, as well as lift, strap and band width customized by size. The degree of lift increases as cup size decreases, said McCluskey.