Calvin Klein Details Global DTC E-Comm Plans

12/22/2014
Calvin Klein, Inc. has commenced a global e-commerce expansion strategy for calvinklein.com that will culminate in the operation of direct e-commerce in more than 20 countries by the end of 2016.

Individual websites, customized by market, share a consistent look and feel but are localized by product offering and site functionality to meet consumer preferences and needs within each market. The roll-out, anchored by the re-launch of the company's digital flagship in the U.S., has expanded throughout Europe, North America and South America and will continue across Asia, providing a premium brand and shopping experience worldwide. Sites will launch both on desktop and mobile, with social media integration.

"This launch is impactful in both its geographic scale and level of customization," said Steve Shiffman, CEO of Calvin Klein, Inc., "It reflects our commitment to reinforce the Calvin Klein brand identity across the globe, while also creating a personalized shopping experience within each individual market. Through meticulous consideration of consumer behavior, user experience and regional merchandising, we have positioned our e-commerce sites to serve as the focal point of the consumer's interaction with the brand – all while maintaining the integrity of a universal message and aesthetic."

All e-commerce sites globally will feature a vast assortment of company product, along with licensed categories, across men's and women's Calvin Klein Jeans and Calvin Klein Underwear, with regional offerings of Calvin Klein fragrances, Calvin Klein apparel and accessories, Calvin Klein Performance, Calvin Klein Home, and children's products in available markets. Building on the company's integration of content and commerce, the "show yours. #mycalvins" global social media campaign will be visible across the newly launched e-commerce sites via user-generated photo galleries featuring fans of the brand showcasing the iconic waistband of their Calvin Klein Underwear.

With newly introduced sites now live in 14 European markets, as well as Brazil, the expansion is underway. Launches across Europe include: Austria, Belgium, Denmark, Finland, France, Germany, Italy, Ireland, Luxembourg, The Netherlands, Poland, Spain, Sweden and the United Kingdom. Expansion will continue globally via the implementation of direct e-commerce sites across Asian markets beginning in 2015 and rolling out over the next two years.

Calvin Klein, Inc. designs and markets women's and men's designer collection apparel and a range of other products that are manufactured and marketed through an extensive network of licensing agreements and other arrangements worldwide. Product lines under the various Calvin Klein brands include women's dresses and suits, men's dress furnishings and tailored clothing, men's and women's sportswear and bridge and collection apparel, golf apparel, jeanswear, underwear, fragrances, eyewear, women's performance apparel, hosiery, socks, footwear, swimwear, jewelry, watches, outerwear, handbags, small leather goods, and home furnishings (including furniture). For more information, please visit calvinklein.com.

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