Calvin Klein & Tommy Hilfiger : Distribution

Résumé du document

Since the existing markets of Calvin Klein and Tommy Hilfiger were saturated and frozen, a new mode has been adopted by both companies to expand through new markets. The new expansion would be via distribution channels as well new target populations. American spirit is such that both aesthetic as well as the business style of both companies occupy a core position in their lifestyle. This approach is the opposite from the traditional European luxury houses, which keep a control over manufacturing and distribution. This control is kept so as to highlight the European heritage and maximize true prestige. The two companies Calvin Klein and Tommy Hilfiger are flexible to compromise on control and aim at exclusively maximizing revenues.

Extraits

[...] It sells globally in 85 doors. Brand & Line Extension Distribution Channel Global Growth 3 Segments Dress shirts Sportswear Footwear What: Become multiple brand with multiple distribution channel at multiple price points Capitalise on Calvin Klein's image and prestige Higher acceptance by consumers Lower marketing and introduction costs Horizontal and vertical expansion Extend distribution network Collection part of Calvin Klein is an integral part of our company. [...]

[...] CALVIN KLEIN & TOMMY HILFIGER Distribution Calvin Klein Calvin Klein History Calvin Klein Strategy Keep artificial prestige but turn to masstige Maintain minimum artificial exclusivity status derived from early success of the designer Calvin Klein Develop masstige core business and extend Vertical as well as horizontal extensions Lifestyle Product Range Products: Accessibility & Dream Fashion Hierarchy Retail, Wholesale & Licensing Licensing: primarily a licensed brand Calvin Klein Inc. provides artistic and strategic direction Licensing partners responsible for distribution issues (wholesaling and retailing etc.) Altogether, Calvin Klein-licensed products generate more than billion a year in retail sales; 9 percent growth Retailing One Calvin Klein Collection store operated by CKI; others maintained by licensing partners cK and sportswear: dept stores and outlet high-end retail freestanding signature cK stores (Asia) Wholesaling Handled by licensing partners In the U.S., Collection is currently available in 27 doors. [...]

[...] There's no question the interest around the brand and the $100 million worth of publicity we get has to do with the Collection and not the better-price goods.” Mark Weber, chairman and chief executive officer of PVH Since the CKI acquisition in 2003, PVH has added close to billion in additional sales, including men's sportswear, women's sportswear and footwear Tommy Hilfiger Tommy Hilfiger- Mission The Tommy Hilfiger Corporation is dedicated to living the spirit of the American Dream. We believe . [...]