Calvin Klein is turning to the Internet to reach more audiences. According to fibre 2 fashion, Calvin Klein Inc, which is a wholly owned subsidiary of Phillips Van Heusen Corporation [NYSE: PVH], has announced the launch of their e-commerce division which will be a component of their company’s existing branded website at

They plan to use on-line and off-line advertising that are customer-centric, and innovative, and will include the web address on all future print advertising. This is a common practice that most retailers do to capture audiences, brand their URL and make sure that they don’t miss an opportunity to capture a sale.

Additionally, the marketing and promotional efforts will be implemented seasonally to drive traffic to the site and engage consumers. September should be a hot month, as they are planning and promoting a sweepstakes offering for a $1,000 on-line fall shopping spree to consumers who register on-line. This is a really good move because it will make their campaign interactive with their customers and allow word of mouth marketing to help channel the campaign success.

What will make Calvin Klein Online Store Standout?

From my understanding this is a branded lifestyle experience in an on-line environment that complements the Calvin Klein ‘better’ brand positioning. They have developed accessories especially for the on-line store which will match the recently launched Calvin Klein specialty retail stores.

The online store will complement and support the freestanding Calvin Klein-branded ‘better’ specialty retail stores, which began to open exclusively in the United States in November 2007. The online store is setup to add value to the stores which extend the brand while offering the Calvin Klein consumer an opportunity to experience the unique lifestyle environment first-hand and showcase the full range of the Calvin Klein ‘better’ men’s and women’s apparel and accessories offering.

I feel that this is a smart move for Calvin Klein and implementing products and services that add value will be very necessary during economic downtimes.

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