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Calvin Klein announces rebranding of Bridge product lines
May '13
Calvin Klein, Inc., a wholly owned subsidiary of PVH Corp. announced plans to rebrand the company’s men’s and women’s bridge apparel and accessories as Calvin Klein featured on a platinum label. The global roll out of the name change will begin in Fall 2013 with watches and jewelry. The global bridge apparel and accessories business is currently conducted under the brand name ck Calvin Klein.

When PVH Corp. announced its acquisition of The Warnaco Group, Inc., which is the worldwide licensee of Calvin Klein Jeans and the beneficial owner of the Calvin Klein trademarks for underwear, sleepwear and loungewear, the company spoke about how the reunification of “The House of Calvin Klein” positioned it to capture the growth potential of the Calvin Klein brand by, among other things, having one brand steward with one global vision for the brand.

The Calvin Klein platinum label rebranding is part of the strategy to further elevate, strengthen, and fuel the global growth strategies for Calvin Klein across product categories and geographies.

Tom Murry, Chief Executive Officer of Calvin Klein, Inc., stated, “I believe that this rebranding, 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.”

PVH International, a division of PVH Corp., has established a dedicated team to operate the bridge apparel and accessories businesses in Europe by directly integrating the business into PVH’s existing European organization and commercial infrastructure. That operation is headed by Daniel Grieder, CEO of Tommy Hilfiger Europe and PVH Europe, reporting directly to Fred Gehring, CEO of Tommy Hilfiger and PVH International Operations; and Michael Arts, Head of Sales, Merchandising & Brand Management of Calvin Klein Europe B.V.

The creative direction for bridge apparel will continue to be overseen by Kevin Carrigan, who serves as the Calvin Klein brands’ Global Creative Director, while the design of handbags and small leather goods will continue to be led by Ulrich Grimm, the Creative Director for all of the Calvin Klein brands footwear and accessories lines.

In Asia and Japan, in coordination with licensing partners Club21 and Onward Kashiyama, respectively, the Calvin Klein platinum label rebranding of men’s and women’s apparel and accessories will begin to be introduced with the Spring 2014 season. Freestanding stores opening this year in Asia will open with the new branding, and existing stores will be transitioned on a rolling basis, beginning this summer.

It is planned that the rebranding in Europe of the men’s and women’s bridge apparel lines will follow the Asian introduction, in a phased manner over time.

The Calvin Klein line of sleek men’s and women’s watches and jewelry, produced in coordination with licensing partner Swatch Group, was debuted to the trade last month at BaselWorld 2013 in Basel, Switzerland with new branding.

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