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RAPAPORT... Fashion brand Calvin Klein opened a jewelry and watch store in Edinburgh, Scotland as part of a joint venture with the Swatch Group. The new store on Princes Street is the largest of its kind for Calvin Klein in the U.K.
Online, Calvin Klein began a long-awaited global ecommerce expansion strategy for calvinklein.com that will culminate in the operation of direct ecommerce to more than 20 countries by the end of 2016.
Each website will be customized to various local market requirements, while sharing a consistent branding strategy across desktop and mobile devices. The roll-out will be anchored by a relaunch of the company’s digital flagship in the U.S. and then expanded throughout Europe, North America and South America, continuing across Asia.
“This launch is impactful in both its geographic scale and level of customization,” said Steve Shiffman, the CEO of Calvin Klein. “It reflects our commitment to reinforce the Calvin Klein brand identity across the globe, while also creating a personalized shopping experience within each individual market. Through meticulous consideration of consumer behavior, user experience and regional merchandising, we have positioned our ecommerce 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.”
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