Calvin Klein, Inc. Announces Global Rebranding of Bridge Product Lines
Calvin Klein, Inc. Announces Global Rebranding of Bridge Product Lines
Global Roll-out of Platinum Labeled "Calvin Klein" Branding to Debut Beginning in 2013
NEW YORK--(BUSINESS WIRE)-- Calvin Klein, Inc., a wholly owned subsidiary of PVH Corp. (NYS: PVH) , today announced plans to rebrand the company's men's and women's bridge apparel and accessories as Calvin Klein featured on a platinum label. The global roll out of the name change will begin in Fall 2013 with watches and jewelry.The global bridge apparel and accessories business is currently conducted under the brand name ck Calvin Klein.
When PVH Corp. announced its acquisition of The Warnaco Group, Inc., which is the worldwide licensee of Calvin Klein Jeans and the beneficial owner of the Calvin Klein trademarks for underwear, sleepwear and loungewear, the company spoke about how the reunification of "The House of Calvin Klein" positioned it to capture the growth potential of the Calvin Klein brand by, among other things, having one brand steward with one global vision for the brand. The Calvin Klein platinum label rebranding is part of the strategy to further elevate, strengthen, and fuel the global growth strategies for Calvin Klein across product categories and geographies.
Tom Murry, Chief Executive Officer of Calvin Klein, Inc., stated, "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."
PVH International, a division of PVH Corp., has established a dedicated team to operate the bridge apparel and accessories businesses in Europe by directly integrating the business into PVH's existing European organization and commercial infrastructure. That operation is headed by Daniel Grieder, CEO of Tommy Hilfiger Europe and PVH Europe, reporting directly to Fred Gehring, CEO of Tommy Hilfiger and PVH International Operations; and Michael Arts, Head of Sales, Merchandising & Brand Management of Calvin Klein Europe B.V.
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 leather goods will continue to be led by Ulrich Grimm, the Creative Director for all of the Calvin Klein brands footwear and accessories lines.
In Asia and Japan, in coordination with licensing partners Club21 and Onward Kashiyama, respectively, the Calvin Klein platinum labelrebranding 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.
It is planned that the rebranding in Europe of the men's and women's bridge apparel lines will follow the Asian introduction, in a phased manner over time.
The Calvin Klein line of sleek men's and women's watches and jewelry, produced in coordination with licensing partner Swatch Group, was debuted to the trade last month at BaselWorld 2013 in Basel, Switzerland with new branding.
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. With this structure, each of the Calvin Klein brands occupies a distinct marketing identity and position which is differentiated through brand-specific advertising, channels of distribution, and product design.
Calvin Klein Collection remains the most prestigious and refined brand in the portfolio. Serving as the "halo" brand, it sets 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 platinum labelis 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. Key to the line will be modern silhouettes in innovative fabrics and forward-thinking, distinctive color palettes.
Calvin Klein white labelrepresents 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. All products available at this tier are designed to be timeless, modern classics that are effortless, fashionable, and accessible.
Calvin Klein, Inc. is one of the leading fashion design and marketing studios in the world. It 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.
PVH Corp., one of the world's largest apparel companies, owns and markets the iconic Calvin Klein and Tommy Hilfiger brands worldwide. It is the world's largest shirt and neckwear company and markets a variety of goods under its own brands, Van Heusen, Calvin Klein, Tommy Hilfiger, IZOD, ARROW, Bass, G.H. Bass & Co., Warner's and Olga, and its licensed brands, including Speedo, Geoffrey Beene, Kenneth Cole New York, Kenneth Cole Reaction, MICHAEL Michael Kors, Sean John, Chaps, Donald J. Trump Signature Collection, JOE Joseph Abboud, DKNY, Ike Behar and John Varvatos.
SAFE HARBOR STATEMENT UNDER THE PRIVATE SECURITIES LITIGATION REFORM ACT OF 1995: Forward-looking statements made in this release, including, without limitation, statements relating to the future plans, strategies, objectives, expectations and intentions of PVH Corp. and its subsidiaries (collectively, "PVH") are made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. Investors are cautioned that such forward-looking statements are inherently subject to risks and uncertainties, many of which cannot be predicted with accuracy, and some of which might not be anticipated, including, without limitation, the following: (i) PVH's plans, strategies, objectives, expectations and intentions are subject to change at any time at its discretion; (ii) in connection with the acquisition of Tommy Hilfiger B.V. and certain affiliated companies, PVH borrowed significant amounts and will have to use a significant portion of its cash flows to service such indebtedness, as a result of which PVH might not have sufficient funds to operate its businesses in the manner it intends or has operated in the past; (iii) acquisitions and issues arising with acquisitions and proposed transactions, including without limitation, the ability to integrate an acquired entity, into PVH with no substantial adverse affect on the acquired entity's or PVH's existing operations, employee relationships, vendor relationships, customer relationships or financial performance; and (iv) other risks and uncertainties indicated from time to time in PVH's filings with the Securities and Exchange Commission.
The Company does not undertake any obligation to update publicly any forward-looking statement, whether as a result of the receipt of new information, future events or otherwise.
Calvin Klein, Inc.
Malcolm Carfrae, 212-292-9799
EVP, Global Communications
Jennifer Crawford, 212-292-9795
SVP, Corporate Communications
PVH Corp./Investor Relations:
Dana Perlman, 212-381-3502
Treasurer, SVP-Business Development & Investor Relations
KEYWORDS: United States North America New York
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