Summer project proposal
Company name: Calvin Klein
Company guide: Mahima Thakur
Company mentor: Radhika Agarwal
Background of the company:
Calvin Richard Klein (born November 19, 1942) is an American fashion designer who
launched the company that would later become Calvin Klein Inc.In 1968, Klein founded
Calvin Klein Limited, a coat shop in the York Hotel in New York City, with $10,000. The
first Calvin Klein collection was a line of “youthful, understated coats and dresses”
featured at the New York City store Bonwit Teller.
In mid-December 2002, Calvin Klein Inc. (CKI) was sold to Phillips Van Heusen Corp
(PVH), whose then CEO Bruce Klatsky was the driving force behind the deal, for about
$400 million in cash, $30 million in stock as well as licensing rights and royalties linked
to revenues over the following 15 years that were estimated at $200 to $300 million.
The sale also included an ongoing personal financial incentive for Klein based on future
sales of the Calvin Klein brand. PVH Corp., formerly known as the Phillips-Van Heusen
Corporation, is an American clothing company which owns brands such as Tommy
Hilfiger, Calvin Klein, Warner’s, Olga and True & Co. Calvin Klein announced its foray
into the Indian market with the launch of their Spring/Summer 2007 collection through
live installations at the White lounge in Mumbai.
Calvin Klein:
Currently there are 1300 stand-alone stores to 5000 departmental and multi-brand
stores all across India, we are present everywhere. The brand’s minimalist and sensual
aesthetic drives their approach to product design and communication, creating a canvas
that offers the possibility of limitless self-expression. The Calvin Klein brands – CK
Calvin Klein, Calvin Klein, Calvin Klein Jeans, Calvin Klein Underwear, and Calvin Klein
Performance – are connected by the intention and purpose of elevating everyday
essentials to globally iconic status. Each of the brands has a distinct identity and
position in the retail landscape, providing the opportunity to market a range of
universally appealing products to domestic and international consumers with a variety of
needs.
External environment:
Calvin Klein is considered to be an expensive luxury brand which means their products
are on the higher range. Though the brand has a minimalistic image, they can be
replaced by other brands like Tommy Hilfiger, Giorgio Armani, Ralph Lauren, Jockey,
Hugo Boss, etc. These brands provide similar product types which are within their target
markets budget hence prove to be attractive substitutes.
Objectives of the project:
Understanding the day to day operations of retail stores
Customer Relationship Management
Retail Sales
Managing and Nurturing Company’s interactions with the customers
Proactive Stock Handling and Effective Stock Merchandising
Applying Visual Merchandising Concepts and Guidelines
Understanding Customer Behaviour and providing Instant Feedback of
Customers/ Stock to the Managers/Head-Office.
Nature of activities:
Understanding consumer behavior and undertaking sales
Understanding the logic behind the product placement
Managing stock
Maintaining inward and outward of the store
How to maintain stock in the most efficient manner
Making the billing process simpler and faster
