Its about the success of Calvin Klein in India

1. CALVIN KLEIN IN INDIA

2. INTRODUCTION
 Calvin Klein, Inc. is one of the leading fashion design and
marketing studios in the world. It designs and markets women’s
and men’s designer collection apparel and a range of other
products that are manufactured and marketed through an
extensive network of licensing agreements and other
arrangements worldwide. Phillips-Van Heusen Corporation is
one of the world's largest apparel companies. It owns and
markets the Calvin Klein brand worldwide.
 In India it is the Murjani group who will sell the products
through free standing retail stores and select department stores
approved by Calvin klein Inc. The Warnaco Group, Inc. has
entered into an exclusive distribution and retail agreement with
Murjani for Calvin Klein jeans and jeans accessories and it will
be the exclusive supplier throughout India.

3. VISUAL MERCHANDISING STRATEGIES
 Product segmentation is in line with the VM guidelines: men’s
and women’s and underwear products are presented in each
respective area with the correct fixture system.
 Products are presented by gender, collection, color and size.
 The hanging principle is consistent throughout the store.
 Balanced display on fixture set up and merchandising set up.
 Products are displayed on top sleeves of wall hangs without
covering visuals to bring the consumers deeper into the store.
 The eye level of each fixture is stocked with the most attractive
items.
 Products presented on fixture correspond to signages and
graphics.
 Outfits on the mannequins correspond to the products on the
adjacent fixture.

4. PRODUCT STRATEGY
Product strategy involves the numerous characteristics
that influence product success. It is quite surprising that
Calvin Klein India does not have an official webpage for
Calvin Klein India, and a search on the web for many of
the company’s brand names will often be done in vain
but in that context I am also a little skeptical about
luxury brands going on the internet. They do not need to
find a lower-cost distribution channel and they do not
need to establish an online presence in order to protect
their brand, because the barriers to entry into the luxury
goods sector are already secure. Moreover, luxury goods
are all about exclusive distribution, while the Internet is
a mass distribution medium

5. PROMOTION STRATEGY
Promotion strategies include advertising, sales
promotions, publicity and personal selling. To Calvin
Klein, the first three become especially important factors.
And if you look into the company promotion strategy you
find that first three above techniques are efficiently used
and implied by the company for brand improvement and
holding a strategic hand over the other players in this
particular segment. And if u look into the place where
they are promoting their product is mainly the metros
where they find their potential customers who have the
money to spend. One of the important thing to notice
about the ad’s are that it is very trendy and appealing.

6. MARKET STRATEGY
The Company plans to build-a-bear (BAB) format and
plan to have between 50 and 100 outlets in coming five
years. The company also plans to go through aggressive
consumer education at the retail outlet level. Relevant
product placement at the retail points will also form as
the part of the company strategy in India. The company
is also planning to develop an email campaign which
features print advertisements and TV spots of several
attractive young models. Calvin Klein has achieved the
kind of worldwide distribution of its products that only a
handful of companies like Coke have been successful in
achieving.

7. GALLERY

9. CONCLUSION
With the increase in the numbers of malls and modern format
stores, shopping has almost become a national pastime in our
country, especially the cities, And if Calvin Klein can lower its
sales prices and become more desirable to lower income
brackets, but will then loose much of the appeal it has to the
higher consumers. The company can open stores in every
major city around the planet, but will then loose the exclusive
appeal it currently possesses, as all we know Calvin Klein in
some circles is already known as the Coke of the fashion
world. With the Strong economic growth, along with booming
young adult populations and unprecedented levels of
disposable income of the Indians, the company has the
potential to make people in India more conscious of the latest
trends and fashions and can find itself very successful in
India.