ck Calvin Klein Jeans campaign with Kate Moss 1992, Partick Demarchelier
ck Calvin Klein Jeans campaign with Kate Moss 1992, Partick Demarchelier
 

14 May. 2013

Calvin Klein, INC. To Rebrand Bridge Product Lines

Calvin Klein, Inc., a wholly owned subsidiary of PVH Corp. has 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.”

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 label rebranding 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.

In Asia and Japan, in coordination with licensing partners Club21 and Onward Kashiyama, respectively, the Calvin Klein platinum label rebranding 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.
Melanie Gropler

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