New York—Beginning this fall, Calvin Klein Inc. will be undergoing a global name change as the company’s men’s and women’s bridge apparel and accessories will be part of a platinum label. The global bridge apparel and accessories business is currently conducted under the brand name ck Calvin Klein.
The rebranding following PVH Corp.’s acquisition of Warnaco Group, which is the worldwide licensee of Calvin Klein Jeans as well as owner of the Calvin Klein trademarks for underwear, sleepwear and loungewear. The name change is part of what PVH called a reunification of The House of Calvin Klein in order to grow the brand with one global vision.
“I believe that this rebranding, and the efforts we are taking to enhance our own bridge apparel and accessory offerings, will benefit the brand image and result in the enhancement and expansion of the Calvin Klein lifestyle,” said Tom Murry, chief executive.
Calvin Klein platinum label is the men’s and women’s bridge sportswear and accessories tier, positioned as modern, directional and sexy with an urban edge. The newly positioned line, with distribution focused upon Europe and Asia, will place a greater emphasis on consistent product quality and enhanced value.
The creative direction for bridge apparel will continue to be overseen by Kevin Carrigan, who serves as the Calvin Klein brands’ global creative director, while the design of handbags and small leathergoods will continue to be led by Ulrich Grimm, the creative director for all of the Calvin Klein brands footwear and accessories lines.
Brand Architecture to Have Three Tiers
In Asia and Japan, in coordination with licensing partners Club21 and Onward Kashiyama, respectively, the Calvin Klein platinum label rebranding of men’s and women’s apparel and accessories will begin to be introduced with the Spring 2014 season. Freestanding stores opening this year in Asia will open with the new branding, and existing stores will be transitioned on a rolling basis, beginning this summer. Rebranding in Europe of the men’s and women’s bridge apparel lines will follow the Asian introduction, in a phased manner over time.
Calvin Klein’s brand architecture will now be comprised of three distinct brand tiers that are designed to provide a framework to guide a focused, consistent approach to future global brand growth and development.
Besides the rebranded platinum collection, Calvin Klein Collection remains the “halo” brand, setting the tone of elegance and luxurious simplicity for the company’s other designer brands. Shown on the runways of New York and Milan, Calvin Klein Collection is designed by two award-winning creative directors, Francisco Costa for women’s and Italo Zucchelli for men’s.
Calvin Klein white label represents the base of the company’s brand pyramid which is anchored by the “better” tier of sportswear and accessories (available predominantly in North America), as well as the iconic, globally recognized Calvin Klein Jeans and Calvin Klein Underwear brands, as well as product for the home. calvinklein.com.
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