CK Calvin Klein gets rebranded

By

Olivier Guyot

Published
May 15, 2013

When PVH Corp took over Warnaco last year, the group American group expressed its desires to consolidate its Calvin Klein activity, which includes three ready-to-wear lines, Calvin Klein Jeans and an underwear line. In an attempt to homogenize its brand image and promote further growth, Calvin Klein has decided to rename its bridge brand, CK Calvin Klein.

CK Calvin Klein is losing its two preceding letters to simply become Calvin Klein, a platinum label line. The brand is positioned as a bridge brand between the upmarket Calvin Klein Collection, which presents at fashion weeks in New York and Milan, and the brand’s White Label collection, which includes Calvin Klein Jeans & Underwear and is destined for the a more general North American public.

The Calvin Klein Platinum Label aims to be a more modern and urban offering, incorporating innovative new materials and different colours. Effects of the rebranding will be seen from this autumn through the label’s jewellery and watch collection. Calvin Klein clothing, directed mainly at European and Asian customer, will continue to be overseen by creative director, Kevin Carrigan.

In Europe, development is led by Daniel Grieder, CEO of PVH Europe and Tommy Hilfiger Europe. In Asia and Japan, the group has said it will work with licensing partners Club 21 and Onward Kashiyama to push development.

The first pieces under the new name will first be distributed in Asia from spring 2014, where the brand also has planned several new stores that reflect the revamped image. A gradual overhaul of existing stores will start this summer. Europe will then follow suit.