Calvin Klein presently commands a number of diffusion brands: Calvin Klein Collection, Calvin Klein Platinum, Calvin Klein, Calvin Klein Home, ck Calvin Klein, Calvin Klein Jeans and Calvin Klein Underwear.
While other brands like Marc Jacobs, Ralph Lauren, Dolce and Gabbana and Prada have streamlined operations by absorbing their diffusion lines back into the main brand, Calvin Klein’s strategy is to maintain its full breadth of brands with Simons at the helm, coordinating one creative vision for all.
The Calvin Klein brand is seeing strong growth as its Jeans and Underwear divisions see a trendy resurgence. In its earnings reported May 25, 2016, parent company PVH reported that Calvin Klein helped company revenue grow to $8 billion, driving an overall 13 percent growth. In 2015, Calvin Klein annual revenue was $2.9 billion.
Raf Simons will be in charge of unifying the creative vision across all divisions, his role being much more than clothing design. At Calvin Klein, Simons will take on an umbrella role as Chief Creative Officer that puts him in charge of not only overall design, but also marketing and communications and visual creative services.
Peter Mulier will be the brand’s new creative director, designing the men’s, women’s and accessories lines under Simons’ creative vision, and reporting to Simons as chief creative officer.His first runway collection Calvin Klein will debut in the Fall 2017 season.
It’s the Gucci approach: Alessandro Michele, the brand’s creative director, also controls the vision of the company’s marketing and branding. The company relaunched its e-commerce site to match Michele’s design, and a video strategy has captured that vision in film.
Calvin Klein is hoping the new structure will drive PVH to $10 billion “As Calvin Klein looks to grow the brand to $10 billion in global retail sales, this new leadership is intended to further strengthen the brand’s premium positioning worldwide and pave the way for future long-term global growth,” the brand wrote in its Instagram announcement.
Calvin Klein’s growth has largely been sourced from its wholesale and licensing businesses, but the new creative direction marks a returned emphasis to ready-to-wear and designer fashion as wholesale partners like Macy’s and Bloomingdale’s face decline.
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