Calvin Klein is one of the most famous brands worldwide and impresses with modern design aesthetics. Calvin Klein's Calvin Klein Menswear, Calvin Klein Jeans and Calvin Klein Underwear brands can be marketed both at the national and international levels at higher prices, through higher quality distribution channels and to other audiences than the product offerings most of our traditional brands. In 2016, Calvin Klein brand products in more than 100 countries generated worldwide sales of approximately $3.1 billion.
We consider Calvin Klein's brands to be powerful, influential and highly relevant. The fact that 'CFDA' Raf Simons, creative director of the 'CFDA', has been voted the best designer in both menswear and womenswear is just one of the reasons. Innovative marketing and advertising campaigns drive the global growth of Calvin Klein brands. It also increasingly uses marketing platforms in digital and social media such as Instagram, Facebook, Twitter, Youtube, or our visual interactive blog on Tumblr, in addition to the editorial programs and celebrity wardrobing of the brand, i. e. the equipment of celebrities with the appropriate wardrobe, ensures the increased awareness and attractiveness of the brand.
A tiered branding strategy will leverage the development opportunities of each brand more efficiently and effectively, and ensures a focused and consistent approach to global brand growth and global brand development. Under the name of Calvin Klein, each brand has a distinctive brand identity and positioning while maintaining the prestige and image of the brand. Our brand portfolio includes the following labels:
• Calvin Klein Jeans - Calvin Klein jeans express the casual lifestyle of the modern American designer. The label is deeply rooted in denim fabric and known for its unique details and innovative surface treatments. The Calvin Klein Jeans range includes jeans and related apparel for women and men that are marketed worldwide, and denim accessories that are sold only in Europe and Asia. The typical customer of Calvin Klein Jeans is urban and inner-city, self-confident, fashion and trendy and committed to global engagement.
• Calvin Klein Underwear - As the world's leading brand for designer underwear for him and her, Calvin Klein Underwear stands for sexy, state-of-the-art products and breakthrough brand communication all over the world. The label consistently delivers innovative models that capture the best in fit and quality. The range is distributed worldwide and includes underwear, sleepwear and loungewear for men and women.
Our in-house design department designs all products and controls the overall design and product development, and oversees Calvin Klein's global marketing, advertising and sales promotion program. In 2016, more than $ 330 million was spent worldwide on advertising, marketing, and sales promotions by the Calvin Klein brand. These investments were primarily funded by licensees and other authorized users of Calvin Klein brands.