Calvin Klein
Calvin Klein
Parent Company
Phillips-Van Heusen
Category
Apparel and accessories
Sector
Lifestyle and retail
Tagline/ Slogan
Between Love and Madness lies obsession
USP
1/5
Calvin Klein
Comfort that wearer gets
STP
Segment
Customers looking for high end best products, fashion conscious
Target Group
Urban upper class youth and business executives
Positioning
Rich and quality product for the rich
SWOT Analysis
Strengths
2/5
Calvin Klein
1. Modern and minimalistic brand with excellent brand equity
2. Company has licenses for cosmetics, jeans, and menswear, sports, watches, jewellery etc
3. Strong brand name and good marketing
4. Global distributed system is excellent and has a reach in over 21 countries
5. The advertising campaign is found in high fashion magazines including Vogue, Elle, Harpers Bazaar
Weaknesses
1. Products are expensive and premium which means limited target audience, and brand switching
2. Fake imitation and duplicate products are affecting sales
Opportunities
1. Population growth, development and economic integration
2. Development of internet, and other mass media where brand penetration can happen
3. great opportunity in developing countries like India
3/5
Calvin Klein
Threats
1. Customer needs and changing perception
2. Global factors like high tax implications, High inflation which affects buying behavior of consumer
3. Customers look for high quality with low price hence high chances of brand switching
Competition
Competitors
1.Tommy Hilfiger
2. Ralph Lauren
3. Jockey
4. Hugo Boss
5. Donna Karen
6. Giorgio Armani
4/5
Calvin Klein
5/5