COVERSTORY
here in Europe. New store openings are planned across Europe and the world. Asia is a key market for Calvin Klein and for the golf collections. The brand is currently available in the Japanese golf market and expanding into South Korea and China. On researching the Calvin Klein brand
further, I unearthed an incredible fact about the brand and how well known it is globally. An amazing 95% brand recognition amongst the general public sets this brand apart from all others in the market. No other brand goes close to this recognition figure.
#mycalvins Surely a large part of the brand recognition must come down to advertising and marketing of the brand. Since the early 80’s the brand has been widely known for its provocative and oſten risky advertising. Never afraid to court controversy for publicity, Calvin Klein is now recognised as a leading marketing company as well as designer fashion brand. Famous faces for the brand over the years range from Brooke Shields to supermodel Kate Moss. The latest marketing campaign revolves around social media and posting a photo in your Calvin Klein underwear. The #mycalvins hashtag has gone viral with over 20,000 photos shared by the public and some more famous faces, singer Justin Bieber and Supermodel Lara Stone to name but a few. We previewed the golf collections for men and
women for spring 2015 at CK HQ in London. Situated around the corner from Harrods the brand has a hugely impressive presence in the capital. Remarkably the spring 2015 men’s and ladies
collections will be Calvin Klein’s 8th consecutive year in the European market. Earlier this year Calvin Klein announced another sign of their commitment to golf and ladies golf here in the UK particularly. 2014 saw Calvin Klein take the prestigious position
of Official Apparel Supplier to the Ricoh Women’s British Open at Royal Birkdale. The brand will continue in this position at least through 2015 when the tournament hits Scottish shores and the beautiful setting of Trump Turnberry Resort at the end of July.
Spring ’15 Collections The golf collection for men is based around bright summer days and sunshine. Gradients of the bright colours feature throughout the strong colour stories. Always sleek and modern the bright colours work really well. The all new Px5 material which is used in the polo shirts adds UV Protection (SPF 30) to the already impressive technical properties of the polos. Px5 represents Performance x 5. This creates a unique fabric that rivals anything in the market today. The 5 performance elements are: Cool, dry, non-iron, anti-bacterial and now UV (SPF 30). Other stand out features of the men’s collection includes a Bionic Stretch summer trouser. Already a massive success for winter (with fleece lining), these unlined summer trousers are lightweight and made from a pretty fancy 4 way stretch fabric. Women’s spring 2015 collections see the brand
make a sporty fashion statement. The unique use of mesh panels in polo shirts and even the inclusion of a racer back polo shirt set it apart from other brands in the market today. The bright colours, oſten mixed together in dramatic prints, are a winning formula and take Calvin Klein ladies golf into high fashion stakes. As with the men’s clothing, the designers have used colour gradients across the collection.
Stealth Waterproof Calvin Klein is launching a capsule collection of waterproofs for immediate delivery this winter. It is a bold move from the brand but yet again fabric plays a key element in the product. Men’s and women’s waterproof separates (jackets and trousers) all come in a new ‘Stealth Waterproof’ fabric which features the unique sounding ‘Silent Swing Technology’. Having tried the jacket, I can confirm it is in fact really quiet and extremely comfortable. Waterproof to 10,000 ml and with a 3 year guarantee the ‘Stealth Waterproof’ will take the market by storm (and maybe even bring out the ninja in you!).
Spring 2015 Linear Polo, Graphic Block Polo and Flextec Half Zip
Unrivalled 95%
brand recognition amongst the general public sets this brand apart from all others in the market.
Key facts about the Calvin Klein brand:
• Founded in 1968 in New York City
• Global retail sales of approximately $8 billion in over 100 countries in 2013.
• Annual spend in excess of $300M on global advertising and marketing.
• Third largest perfume/fragrance house in the world.
• Official Apparel Supplier to Ricoh Women’s British Open 2014 & 2015
SGBGOLF 21
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40