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ck one Fragrance turns into apparel brand

28
Sep '10
Calvin Klein, Inc., along with Calvin Klein Fragrances, a unit of Coty Prestige, and Warnaco Inc., which owns and operates Calvin Klein Underwear and is the global licensee for Calvin Klein Jeans and Swimwear, announced that Warnaco will launch a new lifestyle brand of contemporary men's and women's jeanswear, underwear, and swimwear under the existing fragrance brand name 'ck one.' This new apparel line will take inspiration from the globally recognized ck one unisex fragrance brand and will be supported by a new global marketing and advertising campaign.

The ck one Spring 2011 offering will be available at retail in January 2011. It is planned that these new lines will be available in Calvin Klein, Calvin Klein Underwear and Calvin Klein Jeans retail stores, as well as major department and specialty stores around the world. The new offerings have already received a very positive reaction from retailers.

The introduction of a synergistic ck one offering represents a significant move to engage and cultivate a younger, fashion-conscious male and female consumer.

Since the successful global launch of ck one in 1994, both the fragrance and its compelling advertising campaigns have been recognized for their emotional, youthful connection and spirit of individuality and freedom. The product, branding, and innovative packaging for the new apparel lines have each been considered and designed to be in keeping with the energy of the ck one fragrance brand.

The overall direction of the new jeans and underwear lines is energetic and fashion-forward. The ck one Underwear offering includes cotton stretch and microfiber fabrications, with a mix of basics and novelty prints. The ck one Jeans line centers on a new slouchy slim silhouette, available for both men and women in variety of washes, and is complemented by woven and knit pieces. Seasonally, the lines will offer new product introductions and will include monthly fashion deliveries.

Said Tom Murry, President & CEO, Calvin Klein, Inc., “We feel strongly that adding a compelling lifestyle apparel offering to the iconic ck one brand franchise will extend the platform of the brand and take the ck one brand to the next level.”

“We are excited by the opportunity to expand our Calvin Klein Jeans, Calvin Klein Underwear, and Calvin Klein Swimwear offerings,” commented Craig Brommers, Senior Vice President of Marketing for Warnaco Inc. “The new ck one apparel brand affords us the ability to extend our conversation with an expanded global audience.”

The ck one fragrance was the world's first unisex fragrance and became recognized as the biggest selling fragrance launch of all time. At its height, there were 20 bottles sold every minute of every day, around the world. Today, the brand remains a consistently top ranked fragrance globally, with particular regional strength in Europe and Asia.

“ck one has been a beloved brand globally for well overa decade. Our consumers have always responded strongly to innovation on the brand, from new advertising campaigns to limited editions, and we anticipate that offering them a new line of apparel in the spirit of ck one will be met with an enthusiastic response,” said Catherine Walsh, Senior Vice President, American Fragrances, Coty Prestige.


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