- Danielle Wightman-Stone |
Luxury apparel and denim brand Calvin Klein has announced that it is set to expand its online presence to more than 20 countries by the end of 2016, with six new websites launching across Asia.
The brand currently has introduced 14 new websites across the US, Brazil and Europe, including the UK, France, Germany, Italy, Ireland, The Netherlands and Spain. The expansion of this new site will continue globally, Calvin Klein announced, with the implementation of direct e-commerce sites across its Asian markets starting in 2015 and rolling out over the next two years.
Steve Shiffman, chief executive of Calvin Klein, said: “This launch is impactful in both its geographic scale and level of customisation. It reflects our commitment to reinforce the Calvin Klein brand identity across the globe, while also creating a personalised shopping experience within each individual market.
“Through meticulous consideration of consumer behaviour, user experience and regional merchandising, we have positioned our e-commerce sites to serve as the focal point of the consumer’s interaction with the brand – all while maintaining the integrity of a universal message and aesthetic.”
Calvin Klein announces global e-commerce expansion plans
All e-commerce sites globally will feature its whole host of products, including licensed categories, across men’s and women’s Calvin Klein Jeans and Calvin Klein Underwear, with regional offerings of Calvin Klein fragrances, Calvin Klein apparel and accessories, Calvin Klein Performance, Calvin Klein Home, and children’s products in available markets.
The sites will also building on the company’s integration of content and commerce, with its “show yours. #mycalvins” global social media campaign, which will be visible across the newly launched e-commerce sites via user-generated photo galleries featuring fans of the brand showcasing the iconic waistband of their Calvin Klein Underwear.