MASTERS IN FASHION TECHNOLOGY

Retail Management Technology

BRAND Brands: Calvin Klien

Submitted to : Ms Riju Jakhar

Submitted By : Varun Mehrotra

Nargis (13)logy

A Brand. A Style. A Concept. Owned by Phillips-Van-Heusen Corp

Calvin Klein was born and raised in the Bronx, NY. While most children played sports, Calvin sketched. As a child, so great was his interest in fashion that he taught himself how to sketch and sew designs. He attended the New York High School of Art & Design, and was later accepted to the Fashion Institute of Technology. At FIT he honed his skills as a fashion designer. He later dropped out of FIT and set out to become a fashion entrepreneur. In 1962, he became an apprentice to Dan Millstein, who designed suits and dress coats. After too many longs nights of his apprentice work, Calvin was ready to make himself a name in the fashion industry. In 1968, Calvin, and longtime friend Barry Schwartz, launched Calvin Klein Limited. Calvin was in charge of designs and advertising, Barry was in charge of the business. Calvin Klein Quote " I've never been one to see women in ruffles and all kinds of fanciful apparel. To me it's just silly."

$4.5bill. in global retail sales in 2006

Products: Men's, Women's and Children's clothing Accessories Perfume/Cologne Home Furnishings

Brand Strategy As modern retail drives fresh demand and consumption in new categories, its strategy is based on a deep understanding of Indian consumers the products they want, and making these products available in every city in every store format. They are in line with their broad objective of being a catalyst in Indias consumption-led growth and being a positive agent of change in the communities they serve.

Brand Vision & Mission To explore unexplored areas and write new rules to create new opportunities and successes. Focus in striving for glorious future gives strength and the ability to learn, unlearn and re-learn ability to evolve. Do not wait for the future to unfold itself but create future scenarios in the consumer space and facilitate consumption because consumption means socio-economic development for the customers, employees, shareholders, associates and partners. Customers will not just get what they need, but also get them where, how and when they need any product or service. We will not just post satisfactory results, we will write success stories. We will not just operate efficiently in the Indian economy, we will evolve it. We will not just spot trends; we will set trends by marrying our understanding of the Indian consumer to their needs of tomorrow. It is this understanding that has underwritten our success and will help us succeed in the future as well.

Target Market Women Ages18-30 All Races Average Income Self-spent disposable income Many not yet married Fashion Conscious Latest trends Brand Concept Formulation Calvin Klein Image Classy, high quality, upscale brand Awareness Provocative ads in magazines & on buildings Seen in department stores & stand-alones Brand Meaning Luxurious designer apparel, modern sophistication, sexy, & timeless Desired Meaning Comfortable shoes without sacrificing quality or appearance Creating loyalty by meeting consumers needs Distinguishing Characteristics Everyday shoe for on the go Consistent message: classy sophisticated fashion Reasonable pricing Consistent neutral color schemes with creative, artistic designs Logo present on all shoes and stands out above competition

Market Strategy Media Channels to Successfully Advertise Fashion magazines, billboards, buildings & in-store Billboards and Building Ads begin in 8 test cities: Albany, New York, Miami, Florida, Minneapolis, Minnesota, Denver, Colorado, Los Angeles, California, Chicago, Illinois, Birmingham, Alabama, and Wichita, Kansas

Retail Strategy Outlines the major marketing strategies used to influence consumer affect, cognition and behavior. Possible promotion strategies include advertising, sales promotions, publicity and personal selling. To Calvin Klein, the first three become especially important factors. Product strategy involves the numerous characteristics that influence product success. It might seem surprising that Calvin Klein does not have an official webpage, and a search on the World Wide Web for many of the companys brand names will often be done in vain

Different formats of retailing