What is Calvin Klein's Marketing Strategy? | BluCactus (2024)

What is Calvin Klein’s Marketing Strategy? Although Calvin Klein first became famous for its underwear line, the company now makes even more apparel — such as perfumes and undergarments for women — that has caught the attention of its target audience. There is no doubt that this brand knows how to become popular — and its marketing strategy has everything to do with it.

Its action plan has allowed this fashion brand to position itself with quality products in various parts of the world.

They also have a team of professionals in the marketing area that helps Calvin Klein maintain differentiation from the competition.

Do you have a fashion business in the United States?

Calvin Klein’s marketing strategy can serve as inspiration to make yourself known, reach your potential customers, and increase sales.

Who is Calvin Klein’s Target Audience?

Calvin Klein customers are primarily the younger generation — particularly men and women between the ages of 15 and 40. However, anyone with a high income may be interested in fashion and brand trends.

Calvin Klein Marketing Strategy

To understand Calvin Klein’s marketing strategy, here is a breakdown of what its marketing mix consists of:

Product Strategy

As you might expect, Calvin Klein is a leading brand in the world of fashion. It sells clothing and accessories that meet the needs of its premium customers worldwide.

The brand has a wide range of products in its portfolio, including:

• Sportswear
• Denim Clothes
• Fragrances
• Home Products
• Accessories
• Cosmetics

Price Strategy

In general, Calvin Klein manages high prices in its marketing strategy because it targets middle-class and upper-class people. For example, their clothing and accessories designed in the black label category are priced higher than products in the white label category.

Direct competition from Calvin Klein, such as Hugo Boss, Giorgio Armani, and Ralph Lauren, also set high prices. However, Calvin Klein tries to keep costs lower than its competitors to gain market share.

Additionally, its pricing strategy has captured its customers’ attention so the brand gains significant popularity. Calvin Klein competes with market players by lowering its prices and reducing costs to obtain higher profits.

Thanks to these competitive prices, customers become attached to the Calvin Klein brand and become loyal customers.

What does Calvin Klein do to maintain its pricing strategy? Products available to sell online often have sales. It also allows its customers to purchase old-stock products at reduced prices, leading to higher sales volumes.

Distribution Strategy

As we have already mentioned throughout the post, Calvin Klein is a brand with a global presence. His first store got established in Dallas, where customers could buy clothes, cosmetics, home linens, fragrances, etc. Today, their flagship store is on Madison Ave, New York. Independent stores, department stores and high-end stores also sell their products.

In addition to having a solid presence in the United States, the brand has a presence in more than 21 countries. Depending on the location, some brand products have become more popular than others.

For example, in Asia, Calvin Klein is focused on selling fragrances and other products that get adjusted to the income level of the citizens of that continent.

Calvin Klein maintains its presence in physical stores and online, so it has to define its distribution channels so its products remain available anywhere in the world using licenses.

Promotion Strategy

To this day, Calvin Klein has used many marketing strategies to promote its products, including direct marketing, social media marketing, television commercials, personal selling, and promotional offers.

Calvin Klein has collaborated with entertainment personalities to demonstrate its products in visual advertisem*nts. Scarlett Johansson, Eva Mendes, Alexander Skarsgård, and Justin Bieber have been some of its ambassadors. It has also adopted a monogram represented by the “CK” emblem to establish its brand.

For effective mix marketing, the brand targets its teen audience via emails in its ads. When a follower of Calvin Klien sends in a query, their address gets stored so the brand can later use their email to send the client information about models and their lifestyles.

Then, they’d read the information, get interested in the products mentioned, and be more likely to purchase them because they’re connected to famous models.

What Do You Think of Calvin Klein’s Marketing Strategy?

Calvin Klein’s marketing strategy also helps the company continue to grow and differentiate itself from the competition. Calvin Klein’s direct marketing also keeps them connected to their customers by subscribing to the brand’s newsletter to publicize their promotional offers.

You can also make your fashion brand known with a good marketing strategy. At BluCactus, we can help you do just that.

We have the best specialists to design a plan based on your goals. Do you want to reach your target audience and increase your income? You can contact us right now to learn about our long-term services.

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