Founded in 1968, Calvin Klein exploits his fiftieth birthday to seduce millennials. The American brand owned by the PVH group has enlisted a slew of influencers to accompany the launch of CK50. With this anniversary collection, composed of its great classics between jeans and underwear, the label, which is still in the process of restructuring, wants to rejuvenate and expand its clientele.
Launched recently in the United States and in some countries, the campaign will be deployed around the world in the coming weeks through a video and photos cleverly relayed on social networks by young stars protagonists of CK50.
Beginning with Justin Bieder, who recently married Hailey Baldwin, with whom he poses for the first time in a campaign, shot by photographer Glen Luchford. The brand also included rapper A $ AP Rocky, star model Kendall Jenner, Australian singer Troye Sivan, Chinese model Liu Wen, Dutch model Parker Van Noord and top American Rebecca Leigh Longendyke.
All these muses cross this last half-century in a fun and casual atmosphere through the video film of the campaign, which skillfully mixes references, the rocket rushing to conquer the moon in 1969 glimpsed through the screen from an old television set, to the legendary New York nightclub Studio 54 during its heyday in the 1970s, to underwear images or jeans looks that made Calvin Klein's big time in the decade of Nineties.
The collection for men and women, marketed on the e-shop and in the stores of the label, offers basics at affordable prices, from underpants at 28.50 euros to the t-shirt to nearly 50 euros, through jeans sold between 100 and 129 euros. Slips, sweatshirts, denim jackets, bombers, knitwear, sweaters, miniskirts, dresses, leggings, bodysuits and bodysuits complete this wardrobe, dominated by the CK50 logo and the name of Calvin Klein. Not to mention the accessories, such as bags, cap and belt.
With this capsule, the American brand continues its repositioning, after the departure in December 2018, the Belgian designer Raf Simons, who had been debauched at Dior two years earlier to guide the brand to a segment more fashion and high. Last March, PVH announced the discontinuation of its high-end line Calvin Klein 205W39NYC (the former Calvin Klein Collection). The flagship store on Madison Avenue in Manhattan has also gone out of business.
Several people were fired in New York. But also in Milan, where the offices of Calvin Klein were closed last spring, to integrate the European headquarters of the label in Amsterdam, while in June Cheryl Abel-Hodges took the general direction of the brand. As a reminder, Swatch recently ended its partnership with Calvin Klein, for whom he had been managing the watch collections for 22 years and since 2004 also for jewelery.
In the second quarter of the current fiscal year, brand sales declined 6% year-over-year to $ 873 million. Calvin Klein continued to decline mainly in the United States (-13% compared to the same period a year earlier). A decrease mainly due to the sale of its women's jeans license to its North American textile partner G-III Apparel Group and a 3% decrease in its North American retail sales on a like-for-like basis.
Internationally, in the rest of the world, Calvin Klein sales increased by 1% (+ 5% at constant currency) over the period, to $ 465 million, thanks to the its growth in Europe and the live recovery of the Australian and New Zealand markets through the acquisition of its Australian partner Gazal. According to PVH, this partly compensated for the discontinuation of the Calvin Klein 205W39NYC line.
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