Brand audit Brand audit of Calvin of Calvin KleinKlein

Priyank Acharya A01

Sandip Chaudhari A10 Bhavin Kapta A24 Dhawal Limbachiya

A27 Rohan Sutaria A54

Between love and madness lies obsession.

Brand auditBrand auditA comprehensive examination of a brand

involving activities to assess the health of the brand, uncover its sources of equity, and suggest ways to improve and leverage that equity

BRAND INVENTORY:-a current, comprehensive profile of how all the products and services sold by a company are marketed and branded

BRAND EXPLORATORY:-research activity directed to understand what consumers think and feel about the brand and its corresponding product category to identify sources of brand equity

Calvin KleinCalvin KleinStudied apparel design at

Manhattan’s Fashion Institute of Technology.

launched his own clothing company in 1968.

In 1970 Calvin Klein obtained a trademark for his infamous “CK” logo.

In 2003 Phillips-Van Heusen purchased the company where Calvin Klein remained active within the company as a head designer

CK journeyCK journey

Made his debut at a small New York showroom with coats and dresses for women.

Calvin Klein’s women’s sportswear attracted the interests of popular fashion magazines .

Calvin Klein had expanded into the menswear and underwear markets, designing boxers and briefs as well as women’s intimates.

In 90’s a swimwear line was launched alongwith two fragrances for men and women, and expanded into the accessories, eyewear, and footwear markets.

An affordable brand under the name CK including denim, logo T-shirts, fragrances, and sportswear for men and women at a more affordable price.

Home furnishing lineMake up line sold at departmental

stores

Company AnalysisCompany AnalysisCompany:-luxury

apparel retail market and offers moderate to high priced goods.

Market:-Competes in pure competition market

Competitors:-Tommy Hilfiger, Ralph Lauren, Hugo Boss, Donna Karen, Giorgio Armani, and others.

Above the Above the benchmarksbenchmarks

Mark Wahlberg, Brooke Shields, Kate Moss, and Eva Mendes associated with Calvin Klein

Brooke shields “Nothing comes between me and my Calvin’s”.

Zoe Saldana ,” They don’t alter the shape, they just complement it”

BRAND INVENTORYBRAND INVENTORYTarget Market

Calvin Klein’s target market focuses on the consumer who is “14 to 50 years old and desires modern fashion forward products

Teens hungry for attention wear the Calvin Klein apparel that would make them feel rebellious, hip, and defiant.

Marketing Program Calvin Klein emphasizes promotion because

it drives consumers. manufactured high end lines with exclusive

distribution and more affordable lines found in retail outlets

product lines include women’s sportswear, denim, menswear, underwear and intimates, men’s accessories and footwear, swimwear, fragrances, eyewear, footwear, and home furnishings.

Calvin Klein has stores in 130 territories outside the United States, and there are currently 650 domestic retail locations

Brand Personality Sincerity Excitement Competence Sophistication Ruggedness

Brand Mantra brand mantra includes word associations

such “sexy, luxurious, minimal, classic, intimate, and professional.”

Competitors Donna Karen :- NY darling Giorgio Armani:- Italian class

Brand Architecture Calvin Klein Collection and Calvin Klein

Jeans contribute most to the company’s revenue.

minimalist designs but provocative advertisements

First to introduce QR codes.

BRAND EXPLORATORYBRAND EXPLORATORY

Consumers think highly of the Calvin Klein brand and deem it a respectable and credible producer of many useful goods.

Consumers have the conceived notion that Calvin Klein produces quality lasting products.

When one bears the Calvin Klein name whether it is on a piece of clothing, jewelry, or household item their self image changes to model that name.

RecommendationsRecommendations

Tap developing markets like India

Work on weaker brand extension’s such as Calvin Klein Children