Ck Calvin Klein to Be Re-branded

Move is part of a strategy to strengthen the global growth strategies for Calvin Klein across product categories and geographies.

Ck Calvin Klein will be re-branded.

Farewell, ck Calvin Klein.

This story first appeared in the May 14, 2013 issue of WWD.  Subscribe Today.

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.