Luxury apparel brand Calvin Klein launches e-commerce site

26 Aug '08

5 min read

Calvin Klein Inc, a wholly owned subsidiary of Phillips-Van Heusen Corporation [NYSE: PVH], announced the launch of the much-anticipated e-commerce component to the company's existing branded website at calvinklein.com.

Beginning, the Calvin Klein website now allows U.S. shoppers to access products from the Calvin Klein 'better' brand through an additional channel and shop hundreds of Calvin Klein items, with more being added regularly. Guests from outside the U.S. will be automatically taken to the company's global branding site, which supports all Calvin Klein brand offerings.

The new e-commerce site will bring together merchandise from virtually all categories presently available under the Calvin Klein 'better' line of men's and women's apparel and accessories, as well as items for the home. Planned assortments will include men's and women's sportswear, suit separates, jeanswear, underwear, intimates, sleepwear, outerwear, footwear, eyewear, and watches; men's tailored clothing, shirts, belts and ties; and women's dresses and accessories.

Additionally, merchandise from the Calvin Klein Home line will also be offered including bedding, bath, table linens, dinnerware, flatware, glassware, home décor, and gifts. Items from the Calvin Klein Collection and the ck Calvin Klein lines will not be offered on this site at this time.

The products offered have been developed to deliver a branded lifestyle experience in an on-line environment that complements the Calvin Klein 'better' brand positioning. The apparel and accessories have been developed especially for the on-line store as well as the recently launched Calvin Klein specialty retail stores, and are designed by our in-house team, led by Jacquie Wolfson, Creative Director – Calvin Klein Retail, working in conjunction with our talented licensing partners.

The new online store is complements and is supported by the freestanding Calvin Klein-branded 'better' specialty retail stores, which began to open exclusively in the United States in November 2007. These stores serve to further extend the brand while offering the Calvin Klein consumer an opportunity to experience the unique lifestyle environment first-hand and showcase the full range of the Calvin Klein 'better' men's and women's apparel and accessories offering. The on-line store is an extension of this new experiential format.

Today, the ten stores now open are: Lenox Square in Atlanta, Georgia; The Beverly Center in Los Angeles, California; The South Coast Plaza in Costa Mesa, California; The Aventura Mall in Aventura, Florida; The Mall at Partridge Creek in Bloomfield Hills, Michigan; Natick Collection in Natick, Massachusetts; The Cherry Creek Mall in Denver, Colorado; The Forum Shops at Caesar's in Las Vegas, Nevada; and The Americana at Brand in Glendale, California; and The San Francisco Center in San Francisco, California.

The on-line store will be supported with integrated on-line and off-line advertising programs that are customer-centric, and innovative, and will include the web address on all future print advertising. Additional marketing and promotional efforts will be implemented seasonally to drive traffic to the site and engage consumers. For the month of September, the company will be promoting a sweepstakes offering a $1000 on-line fall shopping spree to consumers who register on-line.

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