Products and marketing Calvin Klein

1 products , marketing

1.1 product & brand history

1.1.1 fragrances
1.1.2 advertising
1.1.3 branding
1.1.4 licensees
1.1.5 internet

products , marketing
product & brand history

the visible brand names in calvin klein portfolio include:

calvin klein collection (black label, upscale top-end designer line)
ck calvin klein (grey label, repositioned bridge collection line; licensed warnaco group, inc. through @ least 2044. pvh acquired warnaco group in feb 2013)
calvin klein (white label, basic fashion better sportswear line)
calvin klein sport (sports version of white label line macy s)
calvin klein jeans (denimwear line; licensed warnaco group through @ least 2044. pvh acquired warnaco group in feb 2013)
calvin klein home (high end bedding, towel, bath rug , accessory collections)
the khaki collection (youthful medium high end bedding, towel, bath rug , accessories) discontinued in 2008
calvin klein golf (launched in late 2007)
calvin klein underwear (underwear collections; licensed warnaco group through @ least 2044. pvh acquired warnaco group in feb 2013)
ck 1 lifestyle brand (fragrance, underwear, jeans -launched 2011)
calvin klein watches + jewelry (watches launched in 1997, jewelry in 2004)

for details, see current brands , licenses.

fragrances

calvin klein has various lines of perfumes , colognes, including obsession , eternity. until may 2005, perfumes , corresponding fragrance lines maintained calvin klein cosmetics company (ckcc), unilever company. cosmetics giant coty, inc. of new york bought fragrance licensing agreements unilever.

advertising

calvin klein models

the ads shot bruce weber , richard avedon. 1 of male underwear models, mark wahlberg, went on fame hip hop star marky mark , launching himself hollywood scene become current actor. hollywood star first appearing in calvin klein advertisements antonio sabato jr.. calvin klein employed kate moss @ start of career in 1990s , in 2002 after allegations of cocaine use. other models have appeared in advertisements in careers natalia vodianova, scott king , toni garrn. calvin klein uses tyson ballou , lara stone, , in past has used christy turlington, jerry hall, patti hansen, tom hintnaus, david agbodji, travis fimmel, doutzen kroes, mini anden, garrett neff, sean o pry, edita vilkeviciute, jamie dornan, liu wen, edward furlong , vladimir ivanov. fit models include dale noelle. actors such eva mendes, mehcad brooks, scarlett johansson, kellan lutz, andie macdowell, alexander skarsgard, zoe saldana, rita ora, rooney mara , diane kruger have been chosen model brand. swedish footballer freddie ljungberg starred in series of adverts company. recently, singer justin bieber appeared in advertising calvin klein s underwear range, did fashion model kendall jenner.

they have experimented emerging technologies. when advertising ckone perfume in 1999, placed e-mail addresses in print advertisements, targeted @ teenagers. when these teens mailed these addresses, placed on mailing list sent them mails vague details models lives, fake details meant make them more relatable. these mails came @ unpredictable intervals , supposed give readers feeling had connection these characters. though mailing lists discontinued in 2002, campaign has inspired similar marketing tactics movies , other retail products.

branding

like other fashion brands, calvin klein established monogram: ck emblem.

licensees

as of 2012, top 3 licensees were:

warnco - 40% of license royalties, around $100 million
coty - 12% of license royalties
g-iii apparel group - 14% of license royalties

internet

in 2004, company bought domain name ck.com. calvin klein 1 of few corporations worldwide own 2 letter domain name.