Calvin Klein is an American fashion house founded in 1968 known for its minimalist designs. It has substantial market share in retail and high-end clothing. In 2017, global sales exceeded $9 billion distributed across over 110 countries. The company was acquired by PVH Corp in 2003. Calvin Klein helped define 1970s/80s American fashion with clean, understated styles. It has since expanded into perfumes, jeans, bags, and other accessories known for capturing the spirit of the times through innovative designs and marketing campaigns targeting millennials.

1. Submitted to :
Bishawjit Kumar Das
Lecturer
Dept of FS (buft)
Submitted by :
Azizur Rahman (191-036-111)
Hasibul islam shanto (191-033-111)
Tanvir Hasan (191-024-111)
BGMEA University of Fashion&
Technology
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2. The company has substantial market share
in retail and commercial lines as well
haute couture garments. Founded in 1968
by Calvin Klein and his business partner
Barry Schwartz, we have built our
reputation as a leader in American fashion
through our clean aesthetic and innovative
designs. Global retail sales of CALVIN
KLEIN brand products exceeded $9
billion in 2017 and were distributed in
over 110 countries. Calvin Klein employs
over 10,000 associates globally. We were
acquired by PVH Corp. in 2003
Calvin klein
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3. History Of Calvin Klein:
– In 1968, Calvin Klein founded Calvin Klein
Limited, a coat shop in the York Hotel in
New York City, with $10,000. The first
Calvin Klein collection was a line of
"youthful, understated coats and dresses"
featured at the New York City store Bonwit
Teller. In September 1969, Klein appeared on
the cover of Vogue magazine.
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4. Comparison of Sale:
The company now expects full-year adjusted profit between $9.30 and $9.40 per share
compared to prior estimate of $10.20 to $10.30 per share. PVH said the US tariffs on Chinese
goods would hit its earnings by about 20 cents in 2019. The company also expects full-year
revenue to grow about 1 percent, down from its prior outlook of about 3 percent rise .
Revenue rose 1.3 percent to $2.36 billion, beating the average analyst estimates of $2.33
billion, according to IBES data from Retinitis.
Net income attributable to the company rose to $193.5 million, or $2.58 per share, in the
second quarter ended Aug. 4, from $165.2 million, or $2.12 per share, a year earlier.
Excluding items, the company earned $2.10 per share. Analysts, on average, had estimated a
profit of $1.88 per share
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5. Partnerships
Calvin Klein has inked its first ever TV sponsorship
deal with Sky.
Targeting women between the ages of 25 and 44,
the indents will be broadcast throughout all US
drama on Sky Living during key shows such as
Grey’s Anatomy, Madam Secretary and Elementary.
It will run until July 2016 and also be activated
across Sky’s online platform, Sky Go and Sky On
Demand.
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6. Marketing strategy
of Calvin Klein
Calvin Klein as the brand when
plotted on the BCG Matrix of retail
industry features in the question
mark segment. The reason being
the pricing of other brands like
Levi’s, Tommy Hilfiger, US Polo,
Puma etc. is economical thus is
more preferred among customers.
The company will have to work on
its pricing and ultimately
marketing strategy especially in the
country like India to stay ahead of
the competition
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7. E-commerce:
Fashion label Calvin Klein has
initiated a global ecommerce
expansion strategy, for which
mobile and social will play
significant roles in providing a
seamless customer experience.
The fashion label is seeing
increasing traffic and sales
volumes via mobile, prompting a
redesign.
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8. E marketing:
This research studied three digital marketing campaigns by
Calvin Klein, an American fashion company, and the tactics used to attract a sub-set group of Millennial,
those
between the ages of 18 and 25. The research concluded that Calvin Klein succeeded in appealing to young
Millennial through underlying themes found in each campaign (self-expression, sexuality, digital
generation/
social media, and pop culture) as well as consumer engagement techniques employed on the brand’s social
media platforms. 8

9. Calvin klein PERFUME:
The company's first perfume, Calvin, was
launched in 1981. Calvin Klein has since
launched a series of successful perfumes that,
for many, capture the spirit of the decades in
which they were introduced, including
Obsession (1985 for Women, 1986 for Men),
cK One (one of the first fragrances marketed as
unisex, in 1994), and Euphoria (2005 for
women, 2006 for Men). Klein's license for
perfumes now belongs to Coty.
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10. Calvin Klein Bags
Crafted with leather, faux
leather, nylon, canvas and
more, our women's bags
offer the finest in classic
looks and on-trend
silhouettes. Whether for
casual wear, work or
special occasions, Calvin
Klein women's handbags
will enhance your
collection and elevate your
personal style.
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11. Calvin Klein jeans:
CALVIN KLEIN is a global
lifestyle brand
built on iconic essentials
and powered by
bold, progressive ideals.
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12. Conclusion:
 With the increase in the numbers of malls and modern format
stores, shopping has almost become a national pastime in our
country, especially the cities, And if Calvin Klein can lower
its sales prices and become more desirable to lower income
brackets, but will then loose much of the appeal it has to the
higher consumers. The company can open stores in every
major city around the planet, but will then loose the
exclusive appeal it currently possesses, as all we know
Calvin Klein in some circles is already known as the Coke of
the fashion world.
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13. Thank you
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