Baselworld 2014: On CK’s transformation to Calvin Klein

Tuesday, 1 July 2014 - 5:03pm IST | Place: Mumbai | Agency: dna

  • Laura Burdese President, CK

We’ve broadened the image from CK to Calvin Klein and we’ve received extremely wonderful feedback from consumers. The overall image was upgraded while our price position remains the same. The image of the brand continues to be glamorous and sophisticated. For a Swiss brand this is music to consumers’ ears. And these values are what makes our brand very strong all over the world.
In Asia, as in the rest of the world, the Calvin Klein consumer is 55% female and 45% male. We are one of the few brands that is well-balanced in the category. Agewise, Calvin Klein lovers are young, active, executives, travellers. Our collection this year is a strong reflection of our consumers’ tastes whether in watches or jewellery.

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