COVERSTORY
2015 looks set to be the year of Calvin Klein
We have seen so many brands, especially fashion brands, come and go from the golf trade it is refreshing to see a world leading brand like Calvin Klein not only stick around but prosper in our industry. Tony Lee investigates further into the brand for spring 2015.
C
Spring 2015 Fusion Polo, Graphic Block Polo and Primal Tech Full Zip
alvin Klein is a global mega brand and has made a remarkable impact on the golf trade in a few short years. Quietly gaining a
reputation as a modern golf collection that brings high street fashion and arguably more important, high street profit margins to select golf retailers throughout Europe. The entire Calvin Klein brand is seeing a massive upliſt in business and this has come about for a number of reasons. The golf collection is happily riding on the back of a wave of growing sales globally being created by the Calvin Klein brand.
Calvin Klein is cutting back the number of accounts that they deal with and have begun focusing their efforts on a smaller number of key accounts. The results have been impressive both within and outside the golf industry. The strategy is a success already, simply put, sales are up. Always an easy way to measure success, however the brand says ‘more importantly success can be measured by the increase in pre-book orders for next season and that is exactly what we are seeing for our spring 2015 collections in what is still a very difficult market for apparel.’ Calvin Klein has seen a number of key items fall
into place to achieve success in the golf market: • Spring 2014 sell through rates have soared to beat rival brands.
•95% brand recognition amongst the golfing population.
• Calvin Klein key accounts have seen their profit margin increase dramatically.
• Spring 2015 collection previews in CK HQ in London has proved the collection is stronger than ever, with pre-book orders up on 2014.
Calvin Klein started designing men’s trench coats in New York City in 1986 and success was quick. Calvin Klein soon became a leading designer brand, with contemporaries such as American legends of fashion Ralph Lauren and Tommy Hilfiger. It followed this by branching out into women’s fashion, perfumes, home wears and famously, underwear. Now a leading brand in many categories, the brand is currently undergoing a growth phase, particularly
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