Marketing Strategy of Calvin Klein

Marketing Strategy of Calvin Klein, Inc.

Calvin Klein Inc. is a fashion brand founded in 1968 by Calvin Klein. The company is headquartered in Midtown Manhattan, New York City[1] and currently owned by Phillips-Van Heusen. Like other fashion brands, Calvin Klein established a world famous monogram: the "cK" emblem. Statistics Wholly Owned Subsidiary of Phillips-Van Heusen Corporation Incorporated: 1967 as Calvin Klein Ltd. Employees: 900 Sales: $170 million (2001 est.) NAIC: 315232 Women's and Girls' Cut and Sew Blouse and Shirt Manufacturing; 315233 Women's and Girls' Cut and Sew Dress Manufacturing; 315234 Women's and Girls' Cut and Sew Suit, Coat, Tailored Jacket, and Skirt Manufacturing; 315999 Other Apparel Accessories and Other Apparel Manufacturing Company Perspectives We believe our expertise in brand management, product design, sourcing, and other logistics provides us with the ability to successfully expand product offerings and distribution under the Calvin Klein brands while preserving the brands' prestige and global presence. As a result, we believe we have the opportunity to realize sales growth and enhanced profitability. Key Dates 1968: The Calvin Klein brand is launched. 1973: Klein wins his first Coty American Fashion Critics Award. 1979: Calvin Klein controls one-fifth of the designer jeans market. 1982: Klein enters the underwear business. 1985: A new perfume called Obsession is launched with a $17 million advertising campaign. 1989: A Unilever Co. subsidiary purchases the Calvin Klein cosmetics/fragrance line. 1994: A unisex fragrance, cKone, is introduced; the company's underwear business is licensed to Warnaco Group Inc. 2000: Klein files suit against Warnaco Group and its CEO Linda Wachner. 2003: Calvin Klein is acquired by Phillips-Van Heusen Corporation.

Company History Calvin Klein, Inc., designs, licenses, and, in some cases, produces clothing, accessories, fragrances, and home furnishings bearing the name of designer Calvin Klein....