Calvin Klein has embarked on a new global ecommerce expansion strategy for calvinklein.com aimed to bring direct ecommerce to more than 20 countries by the end of 2016. Each website will offer curated merchandise and site functionality to meet the needs within the individual markets.
The expansion, anchored by the re-launch of the company’s online flagship in the U.S., has rolled out throughout 14 European markets, North America and South America, including Brazil. It will continue across Asia markets over the next two years.
Calvin Klein CEO Steve Shiffman said the launch reflects the company’s commitment to reinforce the Calvin Klein brand identity across the globe, while also creating a personalized shopping experience within each individual market. He added, “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.”
All sites globally will feature a broad assortment of company product, along with licensed categories across men’s and women’s Calvin Klein Jeans and Calvin Klein Underwear. Shoppers will also have access to regional offerings of Calvin Klein fragrances, Calvin Klein apparel and accessories, Calvin Klein Performance, Calvin Klein Home, and children’s products in available markets.
The site, which will launch on both mobile and desktop, will feature a social media component that the brand will use as a springboard for its “show yours. #mycalvins” social media campaign. The global campaign will be visible across the newly launched ecommerce sites via user-generated photo galleries featuring fans of the brand showcasing the iconic waistband of their Calvin Klein Underwear.