Calvin Klein Cozies Up to Amazon Fashion for Experiential Holiday Pop-Up
CALVIN KLEIN X Amazon Fashion
Many have questioned whether Amazon can become a destination for high-end fashion instead of simply a purveyor of apparel basics. Now, Calvin Klein is signaling its faith in the e-commerce platform with the advent of the CALVIN KLEIN X Amazon Fashion holiday retail experience, shoppable through the end of the year.
The companies are bringing the experience to New York City and Los Angeles via pop-up shops and is also online at the brand store: Amazon.com/mycalvins.
The holiday retail experience is a first between Amazon Fashion and CALVIN KLEIN, and will include exclusive styles available only to Amazon customers at the pop-ups and the online brand store. The pop-ups will be located in New York City’s SoHo neighborhood and in the city of Santa Monica in Los Angeles. Each location will sell CALVIN KLEIN UNDERWEAR products, including men’s and women’s underwear and loungewear offerings, while the online CALVIN KLEIN brand store will offer an expanded selection of both CALVIN KLEIN UNDERWEAR and CALVIN KLEIN JEANS product.
”We are proud to collaborate with Amazon Fashion on this exciting retail concept,” said Cheryl Abel-Hodges, head of Calvin Klein Underwear and president, The Underwear Group of PVH. “It is our goal to deliver an immersive and content-driven shopping environment to the consumer, and we are thrilled to introduce this experience to CALVIN KLEIN and Amazon shoppers, both online and offline, just in time for the holiday season.”
Visitors to the pop-up shops will be able to easily purchase by scanning a bar code in the Amazon app and having their items delivered to their home, or they can purchase in-store. Fitting rooms will contain Amazon Echo devices, which will allow shoppers to ask Alexa various questions about the CALVIN KLEIN product and experience, control lighting features, and play music of their choice.
Both pop-up shops will feature areas aimed to engage and entertain customers. Customization stations will allow shoppers to have their purchased CALVIN KLEIN UNDERWEAR items personalized with special embroidery. Content creation spaces will encourage shoppers to create their own unique, sharable social media clips. Lounge areas will connect shoppers between the bi-coastal shops via video calling on the Amazon Echo Show, allowing them to interact and share exciting content in real time.
Throughout the holiday season, the shops will host special events with notable personalities, including supermodel and entrepreneur Karlie Kloss and comedian and author Lilly Singh. Both Kloss and Singh are featured in the Amazon.com/mycalvins brand shop and prominently in store throughout the duration of the holiday retail experience.
“The holiday season is one of the most important shopping times for our customers, and we are delighted to team up with CALVIN KLEIN to provide a fun, interactive experience that connects our customers to product in an engaging way,” stated Michelle Rothman, Vice President at Amazon Fashion. “Customers will also be able to shop exclusive CALVIN KLEIN items on amazon.com/mycalvins.”
CALVIN KLEIN is a global lifestyle brand that exemplifies bold, progressive ideals and a seductive aesthetic. We seek to thrill and inspire our audience while using provocative imagery and striking designs to ignite the senses.
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 $8 billion in 2016 and were distributed in over 110 countries. CALVIN KLEIN employs over 10,000 associates globally. We were acquired by PVH Corp. in 2003.
With a history going back over 135 years, PVH has excelled at growing brands and businesses with rich American heritages, becoming one of the largest apparel companies in the world. We have over 35,000 associates operating in over 40 countries and over $8 billion in annual revenues. We own the iconic CALVIN KLEIN, TOMMY HILFIGER, Van Heusen, IZOD, ARROW, Speedo*, Warner’s and Olga brands, as well as the digital-centric True & Co. intimates brand, and market a variety of goods under these and other nationally and internationally known owned and licensed brands.
*The Speedo brand is licensed for North America and the Caribbean in perpetuity from Speedo International Limited.