YASHWANTRAO CHAVAN COLLEGE OF ARTS, COMMERCE &

SCIENCE,
NAVI MUMBAI

PROJECT REPORT ON
“A STUDY OF CONSUMER BEHAVIOUR TOWARDS CALVIN KLEIN
BRAND”

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR

BACHELOR OF MANAGEMENT STUDIES

SUBMITTED BY:
MR. ABHISHEK NANHELAL VARMA
SEMESTER - VI
2022-2023
UNDER THE GUIDANCE OF
PROF: DR. VARSHA MANE

UNIVERSITY OF MUMBAI
DECLARATION

I the undersigned Mr.Abhishek nanhelal varma here by, declare that the work
embodied in this project work titled “A study of consumer behaviour towards the
Calvin Klein brand” From my own Contribution to the research work carried out
under the guidance of prof. Dr.VARSHA MANE is a result of my own research work
and has not been previously submitted to any other university for any other
Degree/Diploma to this or any other University.

Wherever references have been made to previous works of others, it has been clearly
indicated as such and included in the bibliography.

I, here by further declare that all information of this document has been obtained and
presented in accordance with academic rules and ethical conduct.

Name and Signature of Learner

Certify by
Name & Signature of the guiding teacher
CERTIFICATE

This is to certify that Mr.Abhishek nanhelal varma Third Year Student of the
Yashwantrao Chavan Collage of Arts, Commerce and Science of Management
Studies and Research, has completed the project on our Project topic name “A study
of consumer behaviour towards the Calvin Klein brand” for the academic year
2022-2023 as a prerequisite for the completion of his/her Bachelor Management
Studies (BMS) Degree from University of Mumbai.

And I have instructed/ guided him/her for the said work from time to time and I found
him/her to be satisfactory progressive.

And said work has been asserted by me and I am satisfied that the same is up to the
standard e envisaged for the level of course.

Signature of HOD Signature of Principal

Signature of Project Guide Signature of External Examiner

ACKNOWLEDGEMENT

At the outset, I sincerely wish to express my gratitude to all those who gave me the
opportunity to work on this project.

I forward my sincere thanks to my project guide “Prof. Dr.VARSHA MANE”, for

encouraging me to take initiatives while doing my project and giving me full
cooperation in completing my project.

I also express my gratitude towards all the people I met during this project for sharing
their valuable knowledge with me for completion of the project. acknowledgements
remain incomplete without thanking my family members, friends, and God.

Abhishek nanhelal varma

(T.Y.B.M.S)
 INDEX
Sr. TABLE OF CONTENT Page No
No.
1 CHAPTER 1: INTRODUCTION 02

1.1 COMPANY PROFILE 04

1.2 HISTORICAL BACKGROUND 05

1.3 FEATURES OF CALVIN KLEIN 06

1.4 SIGNIFICANCE OF STUDY 07

1.5 SCOPE OF STUDY 08

1.6 RELEVENCE PROBLEM 09

1.7 NEED OF STUDY 09

1.8 OBJECTIVES OF STUDY 10

2 CHAPTER 2: LITERATURE REVIEW 11

3 CHAPTER 3: AN OVERVIEW OF THE TOPIC 18

3.1 4Ps MARKETING STRATEGY 22

3.2 BRAND EQUITY 25

3.3 COMPANY FINANCE 27

3.4 CONTROVERSIES OF CALVIN KLEIN 28

ADVERTISEMENTS
3.5 SWOT ANALYSIS 28

3.6 MARKET SEMENTATION TARGETING AND 30

POSITIONING
3.7 COMPETITORS OF CALVIN KLEIN 33

3.8 CALVIN KLEIN STRATEGIES TO GAIN MARKET 37

SHARE IN INDIA, INCLUDING
3.9 CORPORATE SOCIAL RESPONSIBILITY (CSR) 37
3.10 SPONSORSHIP 39

3.11 BRICK AND MORTOR OF CALVIN KLEIN 40

3.12 BRICK AND CLICKS OF CALVIN KLEIN 41

4 CHAPTER 4 : RESEARCH METHODOLOGY 43

4.1 TYPES OF RESEARCH 44

4.2 COLLECTION OF DATA 45

4.3 SAMPLE SIZE 46

4.4 STUDY AREA 46

5 CHAPTER 5 : DATA ANALYSIS AND 47

INTERPRETATION
6 CHAPTER 6 : FINDINGS,SUGGESTIONS AND 73
CONCLUSION
LIMITATIONS

BIBLOGRAPHY

QUESTIONNAIRE
CHAPTER 1: INTRODUCTION
Calvin Richard Klein, American fashion designer from Jewish-Hungarian immigrants
who launched the company that would later become Calvin Klein Inc.
He studied fashion in New York City and apprenticed for a suit manufacturer. In 1968,
he opened his own company. He was initially recognized for suits and coats, but his
sportswear line became popular as well. He received three Coty Awards for women
wear. His business now includes clothing, cosmetics, fragrances and home collections.
Calvin Klein was born on November 19, 1942 in Bronx, New York. the son of Flore
(née Stern) and Leo Klein. His father was an immigrant from Hungary while his
mother was the daughter of an immigrant from Austria and an American dentist.
“Calvin’s stooped, subdued, Hungarian-born father, Leo Klein, was less comfortable
with his son’s interest in women’s clothing than his wife, but Leo didn’t have much to
say about it – or about anything else in the household…A grocer by trade, he had
come to this country at age eleven with his older brother Ernest, and together the two
had worked six and seven days a week building up a series of superettes, writes the
biography titled The Lives and Times of Calvin Klein.
Calvin Klein started to work with design in his early life as he attended the High
School of Art and Design and matriculated at, but never graduated from, New York’s
Fashion Institute of Technology, receiving an honorary Doctorate in 2003. He did his
apprenticeship in 1962 at an old line cloak-and-suit manufacturer, Dan Millstein, and
spent five years designing at other New York City shops. In 1968, he launched his
first company with a childhood friend, Barry K. Schwartz, that would later became
Calvin Klein Inc. In addition to clothing, he also has given his name to a range of
perfumes, watches, and jewelry.
Calvin’s establishment grew rapidly, for the three sequential years (from the 1973 till
the 1975); he was the holder of the Coty nomination. In 1974, Klein designed the
tight-fitting signature jeans that would go on to gross $200,000 in their first week of
sales. In that same year he also became the first designer to receive outstanding design
in men’s and women’s wear from the CFDA award show. In the 1978, he became the
first designer who launched “fashion jeans” showing them on the catwalks and selling
them. Calvin Klein brand on the back pocket of luxury jeans has become one of the
initial signs of what was later called ”logomania”. “I’m in a business where no one
cares about anything except how well your last collection sold” Calvin says.
In 1983, he was placed on the International Best Dressed List. Also in 1981, 1983 and
1993, he received an award from Councils of Fashion Designs of America. In 2003,
Calvin vended his firm for $430 million to one American cooperative association,
named Phillips-Van Heusen, which is engaged in production of shirts. Today, his firm
is evaluated at $34.7 billion, being it the richest firm in the globe.
He opened his own company in 1968, when casual, hippie-style clothing was in
fashion, but took a different direction by designing simple, understated, elegant
clothing. Though noted at first for suits and coats, he gradually placed more emphasis
on sportswear, particularly interchangeable separates. He was the first designer to win
three consecutive Coty Awards for womenswear (1973-75). Over the course of the
1980s and '90s he became known for his clothing, cosmetics, linens, and other
designer collections, as well as for his erotic advertising photographs, some of which
have drawn public protest. His achievements represented the maturation of the
American.

1.1 COMPANY PROFILE

Klein Klein Inc. is an internationally operating, American fashion house. The
company, which became famous for its designer underwear and denim lines in the
1980s, specializes in mass-market ready-to-wear clothing for all genders and age
groups as well as leather products, lifestyle accessories and shoes, home furnishings,
perfume/cosmetics, eyewear, jewellery and watches in the mid-price segment. Its
high-end runway fashion division, which represented the top level of the various
Calvin Klein sub-brands, was discontinued in 2019.
Company Name Calvin Klein

Industry Fashion and Apparel

Founded 1968

Founder Calvin Klein and Barry K. Schwartz

Headquarters New York, United States

Parent Company PVH Corp.

Website www.calvinklein.com

Revenue (2020) $2.1 billion

Net Income (FY2020) $109 million

Number of Employees 12,000 (estimated)

Products Clothing, accessories, fragrances, and home

furnishings

Brands Calvin Klein, Calvin Klein Jeans, CK, CK One, and

Eternity

Retail Locations Over 1,000 stores worldwide (as of 2021)

1.2 HISTORICAL BACKGROUND

Calvin Klein is an American fashion brand that was founded by fashion designer
Calvin Klein in 1968. Over the years, the brand has become synonymous with
minimalist and modern fashion designs, particularly in the areas of jeans, underwear,
fragrances, and accessories.
Here is a brief history of the Calvin Klein brand till 2022:
In 1968, Calvin Klein and his business partner Barry Schwartz founded Calvin Klein
Ltd. in New York City. The company initially produced coats and dresses, but soon
expanded into sportswear, blazers, and lingerie.
In the 1970s, Calvin Klein became famous for his provocative advertising campaigns,
which featured young models in provocative poses. The brand's advertising
campaigns helped to establish its reputation for edgy and provocative fashion.
In the 1980s, Calvin Klein expanded into the jeans market, launching a line of
designer denim that became an instant success. The brand's jeans were known for
their minimalist design and high-quality materials.
In the 1990s, Calvin Klein continued to expand its product lines, launching a range of
fragrances and accessories. The brand's fragrances, including Obsession, Eternity, and
CK One, became some of the best-selling fragrances in the world.
In 2002, Calvin Klein sold his company to the apparel conglomerate Phillips-Van
Heusen (PVH) for $430 million. PVH has since continued to expand the Calvin Klein
brand, launching new product lines and opening new stores around the world.
In 2016, Calvin Klein made headlines with a new advertising campaign featuring a
diverse group of models, including plus-size model Ashley Graham and transgender
model Hari Nef. The campaign was widely praised for its inclusive message and
modern approach to fashion advertising.
In 2018, Calvin Klein announced that it would be closing its flagship store on
Madison Avenue in New York City. The brand cited declining foot traffic and the rise
of online shopping as reasons for the closure.
In 2019, Calvin Klein announced that it would be pulling back from its high-end
fashion lines, including its runway collection and its 205W39NYC line. The brand
said that it would focus on its more profitable jeans and underwear lines.
In 2022, Calvin Klein announced a new collaboration with the streetwear brand Heron
Preston. The collaboration will feature a range of clothing and accessories inspired by
New York City street culture.

1.3 FEATURES OF CALVIN KLEIN

Minimalism: Calvin Klein's design philosophy is centered on simplicity, clean lines,
and minimalism. The brand is known for its minimalist, understated designs that focus
on quality materials and precise cuts.
Iconic Logos: The Calvin Klein logo is a key feature of the brand. The simple, bold
text is recognizable worldwide, and the iconic CK monogram is used across the
brand's product lines, including clothing, accessories, and fragrances.
Timeless Design: Calvin Klein products are designed to be timeless, with classic
styles and designs that never go out of fashion. The brand's focus on timeless design
allows its products to remain relevant and desirable for years to come.
Innovative Marketing: Calvin Klein has a long history of innovative marketing, with
provocative advertising campaigns that often push boundaries. The brand's marketing
campaigns are often controversial, but they are effective in creating buzz and
generating interest in its products.
High-Quality Materials: Calvin Klein is known for its use of high-quality materials,
including fine cotton, wool, and leather. The brand's commitment to using only the
best materials ensures that its products are durable, comfortable, and long-lasting.
Diverse Product Lines: Calvin Klein offers a range of products, including clothing,
accessories, fragrances, and home goods. This diverse range of product lines allows
the brand to appeal to a broad range of customers, from fashion-conscious consumers
to those looking for home decor or fragrances.
Global Appeal: Calvin Klein is a globally recognized brand, with a presence in over
100 countries worldwide. The brand's global appeal allows it to reach a broad range of
customers, from urban sophisticates to casual shoppers

1.4 SIGNIFICANCE OF STUDY

The significance of studying the Calvin Klein brand lies in its impact on the fashion
industry, popular culture, and consumer behavior. Here are some reasons why
studying the brand is significant:
 Historical Significance: Calvin Klein is an iconic brand with a rich history,
having been in the fashion industry since the 1960s. The brand has contributed
to shaping fashion trends and has been at the forefront of many cultural
movements, making it an important part of fashion history.
 Brand Identity: Calvin Klein has a distinct brand identity that has evolved
over the years. Understanding this identity can help businesses learn how to
build and maintain a strong brand, create effective marketing strategies, and
build a loyal customer base.
 Consumer Behaviour: The Calvin Klein brand has a significant impact on
consumer behavior. Consumers often purchase products based on brand
 recognition, loyalty, and identity. Studying the brand can help businesses
understand how to create a strong brand image that resonates with consumers.
 Fashion Industry: Calvin Klein has had a significant impact on the fashion
industry, particularly in the areas of denim and underwear. The brand's
innovations and designs have influenced fashion trends, and its marketing
campaigns have pushed boundaries and challenged norms.
 Cultural Significance: The Calvin Klein brand has had a significant impact
on popular culture, particularly in the areas of music, film, and art. The brand's
collaborations with artists, musicians, and celebrities have helped it remain
relevant and influential in popular culture.

1.5 SCOPE OF STUDY

The scope of a study related to Calvin Klein could vary depending on the specific
topic or research question being addressed. However, some potential areas of focus
could include:
1) Brand identity and positioning: exploring how Calvin Klein has established and
maintained its brand identity and position in the fashion industry.
2) Marketing and advertising strategies: examining the various marketing and
advertising campaigns employed by Calvin Klein, including the use of celebrity
endorsements, social media, and other promotional tactics.
3) Product design and development: analyzing the design and development of
Calvin Klein's clothing, accessories, and other fashion products.
4) Consumer behavior and preferences: studying the attitudes and behaviors of
consumers who purchase Calvin Klein products, including their motivations for
buying, brand loyalty, and demographic profiles.
5) Corporate social responsibility: investigating Calvin Klein's corporate social
responsibility practices, including its approach to sustainability, ethical labor practices,
and philanthropy.
6) Business performance and financial: assessing the financial performance of the
company, including revenue, profit margins, and market share.
1.6 RELEVANCE PROBLEM OF CALVIN KLEIN
One potential relevance problem for Calvin Klein is the changing preferences and
values of consumers. As societal attitudes and cultural norms evolve, consumer
demand for certain types of products and advertising may shift. In recent years, there
has bee
n a growing trend towards sustainable and ethical fashion, and brands that fail to
adapt to this trend may struggle to remain relevant.
Another relevance problem for Calvin Klein could be the increasing competition in
the fashion industry. There are many other established brands as well as emerging
brands that are constantly vying for consumer attention and loyalty. To stay relevant,
Calvin Klein will need to stay ahead of the curve in terms of design, quality, and
marketing strategies.
Finally, the impact of the COVID-19 pandemic on the fashion industry has been
significant, with many consumers shifting towards more comfortable and practical
clothing. Brands that is able to adapt to this
New reality and provide products that meet the changing needs of consumers will be
more likely to remain relevant.
Overall, Calvin Klein will need to stay attuned to changing consumer preferences,
values, and trends, and continue to innovate and adapt in order to remain relevant in a
rapidly evolving fashion industry.

1.7 NEED FOR STUDY

As a fashion brand, Calvin Klein could benefit from a variety of studies to help
inform its business decisions and strategies. Here are a few areas where research
could be particularly valuable:
 Consumer behavior: Studying consumer behavior can help Calvin Klein
better understand its target audience and their preferences, habits, and
purchasing decisions. This information can inform product design, marketing
strategies, and even store layout and design.
 Sustainability: With increasing demand for sustainable fashion, Calvin Klein
could conduct research on the environmental impact of its products and
production processes. This information can help the brand identify areas
 where it can improve its sustainability practices and communicate these efforts
to consumers.
 Brand perception: Calvin Klein could conduct studies to better understand
how its brand is perceived by consumers, both in terms of its overall image
and its specific products and advertising campaigns. This information can help
the brand refine its messaging and positioning to better resonate with its target
audience.
 Emerging trends: By monitoring emerging trends in fashion and related
industries, Calvin Klein can stay ahead of the curve and position itself as a
leader in innovation and style.
Research could include analysis of social media trends, market research
reports, and consumer surveys.

1.8 OBJECTIVES OF CALVIN KLEIN

1. To study of consumers satisfaction toward the Calvin Klein brand.
2. To study Calvin Klein brand marketing strategy.
3. To study the factors influencing the popularity of Calvin Klein brand.
4. To study the customer loyalty towards the Calvin Klein brand.
CHAPTER2: LITERATURE
REVIEW
JANIS WESTHUIZEN (2001)
It has become difficult to successfully market a new brand of Calvin Klein cologne,
GAP clothing, business-class air tickets, or something as necessary as a car without
appealing to its social status value. Very often once a brand name has successfully
been established in one product line, it motivates its proprietors to try it out in another.
Students in business schools and those involved in marketing realize that the power
which comes from reputation and visibility is essential to any enterprise. Intensified
levels of competition in the world economy have made ‘visibility’ a sought-after
strategic resource for states as much as for commercial organizations. Yet much of the
international relations (IR) literature does not reflect this awareness. In this chapter, I
contend that a continued fixation upon power-as-resources has meant that more
nuanced tools of analysis capable of revealing power-as-visibility or attraction has
escaped many a scrutinizing eye. The concept of ‘marketing power’ is introduced as
an initial attempt to grapple with the phenomenon of states marketing themselves and
illustrated by briefly analyzing how South Africa has sought to expand its marketing
power.
SHANA BOCK (2003)
The following literature review and methods focused on understanding what effect
advertisements have on consumers by demonstrating past and present methods and
findings. The qualitative research aimed to seek a better understanding of the ways
Calvin Klein expressed sexual and image content in his jean advertisements over an
11-year time span by analyzing and evaluating 25 jean advertisements. Each
advertisement was coded for type of gaze, weight, gender, hair color, age, ethnicity,
and pose (see appendix A for codebook). The quantitative research focused on a
survey that was used to investigate the relationship between three types of gazes
(seductive, soft/introverted, and cool/level/self-reliant) and the purchase intention of
consumers in relation to Calvin Klein jean advertisements. Results of the quantitative
analysis suggested that soft/introverted advertisements had the highest impact on a
consumer's likelihood to purchase.
KEVIN LANE KELLER (2003)
Branding has become a top management priority which has necessitated that all
members of an organisation have an understanding and appreciation of some branding
basics. Towards that goal, this paper outlines some important principles of brands,
branding and brand equity. The paper also highlights some key concepts in building,
measuring and managing brand equity.
YANN TRUONG, ROD MCCOLL, PHILIP J KITCHEN (2009)
New luxury brand positioning strategies often combine a high perceived prestige with
reasonable price premiums in order to attract middle-class consumers. These
strategies are radically different from those implemented by traditional luxury brand
owners, who maintain a strict consistency between perceived prestige and price
premiums so as to preserve their brand's exclusivity. Although some authors have
suggested the existence of masstige strategies, few empirical studies have been
conducted to support this claim. The results confirmed that the two brands under
study have adopted a masstige positioning strategy. The authors also discuss the
implications of masstige strategies for researchers and practitioners.
SUNG-KYUNG IM (2010)
The purpose of this study is to compare and analyze the relationship among image,
customer satisfaction and loyalty of fashion Extension brands. It is expected that this
study will provide guidance to fashion companies that are planning to expand their
brand in setting up marketing strategies and service strategies. The results of the study
are the following. First, women consumers in their 20s had an perception that second
brands provided diverse and unique products at cheap prices. However, after
purchasing the products, they recognized that the second companies' service level was
not so satisfying. Second, consumers were satisfied with the brand awareness,
reputation, image, design, color, and packing conditions of the second brands while
being not satisfied with the pricing. Third, when the study examined brand loyalty of
second brands, consumers have shown high loyalty to the four subsidiary brands.
Fourth, the satisfaction level for the four second brands had a significant effect on the
brand loyalty for each second brands.
CHU, SHU-CHUAN (2011)
In his research paper entitled, “Viral advertising in social media “they observed that,
Participation in Face book
groups and responses among college-aged users. “College-aged Facebook group
members” expose more about themselves and have more
Favorable attitudes toward social media and fashion brand advertisements.
Participation in Face book groups, however, has no impact on how users pass on viral
online ads. These findings have managerial and theoretical impacts for Face book
viral advertising.
TS DEVARAJA (2011)
India is the world’s second largest producer of textiles and garments after China. It is
the world’s third largest producer of cotton after China and the USA and the second
largest cotton consumer after China. The Indian textile industry is as diverse and
complex as country itself and it combines with equal equanimity this immense
diversity into a cohesive whole. The fundamental strength of this industry flows from
its strong production base of wide range of fibres/yarns from natural fibers like cotton,
jute, silk and wool to synthetic/man-made fibres like polyester, viscose, nylon and
acrylic. The growth pattern of the Indian textile industry in the last decade has been
considerably more than the previous decades, primarily on account of liberalization of
trade and economic policies initiated by the Government in the 1990s. In producer-
driven value chains, large, usually transnational, manufacturers play the central roles
in coordinating production networks. This is typical of capital-and technology-
intensive industries such as automobiles, aircraft, computers, semiconductors and
heavy machinery. Buyer-driven value chains are those in which large retailers,
marketers and branded manufacturers play the pivotal roles in setting up decentralized
production networks in a variety of exporting countries, typically located in
developing countries. This pattern of trade-led industrialization has become common
in labour-intensive, consumer-goods industries such as garments, footwear, toys,
handicrafts and consumer electronics. Large manufacturers control the producer-
driven value chains at the point of production, while marketers and merchandisers
exercise the main leverage in buyer-driven value chains at the design and retail stages.
Apparel is an ideal industry for examining the dynamics of buyer-driven value chains.
The relative ease of setting up clothing companies, coupled with the prevalence of
developed-country protectionism in this sector, has led to an unparalleled diversity of
garment exporters in the third world. Apparel is an ideal industry for examining the
dynamics of buyer-driven value chains.
TSAN-MING CHOI (2014)
I examine in this review paper the literature on luxury fashion branding. I classify the
literature into three research types, namely qualitative empirical research, quantitative
empirical research, and analytical modeling research. Research scope and core
findings on each reviewed literature are presented. Insights on research trends are
derived. A few future research areas for scientific studies are identified and
formulated as a research agenda. I believe that the research findings can help both
practitioners and academicians to better understand the current state of knowledge in
terms of academic research on luxury fashion branding. The proposed research
agenda, which include topics such as consumer welfare, can help stimulate new
applied and basic scientific research on the topic.
ANAND THAKUR, RUPINDERDEEP KAUR (2015)
Brands can be helpful in strengthening a person’s identity. Hence, consumers use
brands as instruments for reflecting their personal image and individual goals. The
self-concept as a vital component of emotional aspects, boosts attitudinal loyalty
towards a brand. The luxury fashion market of India offers great opportunities to
marketers. India's luxury market is projected to reach $14.72 billion by 2015 from an
estimated $8.21 billion in 2014.The present study aims to examine the empirical
relationship of self-concept and attitudinal brand loyalty in the context of female
consumer-luxury fashion brand relationships. A single cross sectional survey of 240
female customers of five global brands, including Zara, Armani, Guess, Versace and
Calvin Klein, from the State of Punjab (India) was conducted. Regression and Z-Test
were used to analyze the data. The self-concept positively enhances female
consumers’ attitudinal brand loyalty. The perceived influence of self-concept and
attitudinal brand loyalty is high in luxury fashion purchase. Therefore, the process of
shaping a marketing strategy should include different dimensions of self-concept,
namely, enhancement, contribution, admiration and extension. Furthermore, a
marketing strategy needs to strengthen brand superiority, brand performance and
brand synchronization to win attitudinal loyalty in luxury fashion industry.
LEONARDO AURELIANO-SILVA, SUZANE STREHLAU, VIVIAN
STREHLAU (2018)
The purpose of the study was to examine the relationship between brand attachment
and emotional well-being of consumers based on the need for personal image
management and feelings of arrogant pride. A study of 107 consumers of the Calvin
Klein brand was performed. Data were analyzed using the structural equations
modeling technique. The results indicated a positive relationship between brand
attachment and emotional well-being of consumers. A relationship was also identified
between brand attachment, image management, and emotional well-being, and brand
attachment and arrogant pride. No relationship was identified between arrogant pride
and emotional well-being.
EMMI LAHTINEN (2020)
The purpose of this thesis is to discover motivational factors among Calvin Klein
Outlet employees. The objective of this thesis is to eventually implement these
motivational factors in work life since the author works closely with the employees of
Calvin Klein Outlet. Additionally, the objective is to examine what incentives could
be used in order to increase the employees’ motivation. From the theoretical point of
view, this thesis incorporates a variety of different theories associated with
motivational theories. In order to explain motivation and analyse the results, the thesis
uses Maslow’s Hierarchy of needs, Theory X and Theory Y as well as determines the
two different incentives monetary and non-monetary incentives. Qualitative research
method was used in this thesis. Respondents were interviewed and they were able to
answer open-ended questions and express their own opinions and experiences
regarding their motivation. Therefore, as an outcome, the factors that motivate Calvin
Klein employees can be explained through four main factors.
RASA STANKEVICIUTE, JONAS HOFFMANN (2020)
A retrospective commentary provides a look at valuable and unique findings that
caused the article’s high impact in the literature. At the time of the study, the majority
of brand extension research focused on non-luxury brands, and the existing luxury
brand extension research gave more attention to the extensions rather than the parent
brands. Meanwhile, our study focused on evaluations of and attitudes to the parent
brand. The significant distinction between our study and other available studies at the
time – our investigation was based on practice of the chosen luxury brands rather than
theory. The impact of brand extensions on the parent luxury brands was analysed and
the following was evaluated:
 the danger of parent brand dilution;
 the factors leading to brand extension success;
 the factors leading to revitalization rather than weakening of the parent brand.
In this commentary we also briefly cover two new topics that could have been
included in our study or could become a continuation of the previous study today:
 upward brand extensions;
 avoiding brand extensions and using other strategies to remain appealing.
Additionally, we interpret the use of our findings and insights in the literature by
researchers citing the article.
CHAPTER 3: OVERVIEW
Calvin Klein Inc. is an American fashion house founded by the fashion designer Calvin
Klein. The company is headquartered in Midtown Manhattan, New York City and is
currently owned by PVH. It is one of the leading fashion design and marketing studios
in the world. It designs and markets women’s and men’s designer collection apparel and
a range of other products that are manufactured and marketed through an extensive
network of licensing agreements and other arrangements worldwide.
Product lines under the various Calvin Klein brands include women’s dresses and suits,
men's dress furnishings and tailored clothing, men’s and women's sportswear and
bridge and collection apparel, golf apparel, jeans wear, underwear, fragrances, eyewear,
women’s performance apparel, hosiery, socks, footwear, swimwear, jewelry, watches,
outerwear, handbags, small leather goods, and home furnishings (including furniture).
Calvin Klein was educated at the Fashion Institute of Technology in New York from
1959-62. He then acted as assistant to Dan Millstein for two years, before becoming an
independent designer. He also spent a number of years designing clothing for other new
New York stores.
Klein married Jayne Centre in 1964 and the pair had one daughter.
In 1968, Calvin Klein set up his own business, Calvin Klein Inc., with a friend Barry
Schwartz. Barry dealt with the business side of the venture, while Calvin designed.
Initially, the company was started to design and sell women’s coats, but a substantial
order from a Bonwit Teiler soon led to recognition for Klein in the fashion world.
The company was established with just $10,000. He added a sportswear collection to
his coat designs, and by the 1970s his clothes were increasingly popular, including a
full women’s ready-to-wear collection. In 1970, Klein was presented with the COTY
award and was honoured with the prize for the next three consecutive years. By 1977,
less than ten years after the brand was established, Calvin Klein Inc. was generating
revenues of $30 million a year. During the 1970s, Calvin Klein is said to have
instigated a revolution in advertising when he launched his jeans range - the original
designer jeans. This new range was advertised as wholesome, sexy and practical, and
featured the model Brooke Shields.
1982 saw the introduction of Klein’s men’s underwear range, which was also
revolutionary, in that this was the first time that men’s underwear had been marketed as
being desirable, rather than merely functional.
The Calvin Klein label expanded over time to include swimwear, accessories, hosiery,
and eyewear. In the early 1990s, he started to manufacture a more affordable line of
casual apparel and accessories under the brand name CK. With his trademark
minimalist designs, Klein penetrated the home decor market, where accessories ranging
from bath towels to bedding linens bear his name. His most recent endeavor was Calvin
Klein Cosmetics a makeup line sold exclusively in fine department stores. To date,
Calvin Klein Incorporated exceeds $6 billion in annual sales.
Throughout his career, Klein has come under criticism for his ubiquitous and
controversial ad campaigns, most notably those that featured Kate Moss, Mark
Wahlberg, and Antonio Sabato Jr. In 1995, he roused antipornography advocates with a
series of commercials that featured adolescents in sexually evocative poses. Klein
pulled the ads after being denounced by President Bill Clinton and the Catholic League.
Widely considered the most prominent American fashion designer, Klein was first
awarded the Council of Fashion Designers of America Award for outstanding design in
both womenswear and menswear in 1982, becoming the first designer ever to receive
both honors in the same year.
Klein has received many accolades for his work and contribution to fashion: he won the
Coty Award in 1973, 1974 and 1975 (making him the youngest designer to win these
awards), and was awarded the Council of Fashion Designers of America Award for
design in women and menswear in 1982, 1983, and 1986 (making history as the first
designer to receive both awards in the same year), as well as the CDFA in 1993 for both
women and menswear, and the America’s Best Designer of 1993 Award.

MARKETING APPROACH
Advertising was the key to Klein's success. He kept the media talking about him by
creating controversy (open to dispute). He was the first to design women's underwear
that looked like men's jockey shorts. His television ads for jeans starred Brooke Shields
(1965–), who proclaimed: "Nothing comes between me and my Calvins."
Klein developed a reputation for pushing the boundaries of acceptability in his
campaigns. Ads of the mid-1990s featured young teenagers in provocative poses that
many regarded as socially irresponsible. Klein eventually cancelled these ads, but not
before the accompanying publicity had made the Calvin Klein brand name a part of
everyday conversation.
Klein's three major fragrances, Obsession, Eternity, and Escape, were huge successes,
also due in part to sexually-suggestive advertising. Advertising for his fragrances, CK
One and CK Be, continued to challenge the public. Some ads showed teens taking part
in what some regarded as an idealized drug culture. At this time, President Bill Clinton
(1946–) admonished the fashion industry not to glamorize addiction. Klein replied that
these ads represented a departure from phony airbrushed images that were not
connected to the reality of today's world.

DESIGN PHILOSOPHY
Klein's design philosophy is rooted in minimalism (extreme simplicity). He typically
uses neutral colors or earth tones (browns), and designs separates (articles of clothing
designed to be worn interchangeably with others to form various combinations) that
work in many different ensembles, from day to night and season to season. At the same
time his advertising for jeans and fragrances was being criticized, Calvin Klein clothing
was receiving critical acclaim for its clean, modern lines.
Time magazine named Klein one of the twenty-five most influential Americans in 1996.
Klein won the prestigious Coty Award three times in a row (1973–1975), becoming the
youngest designer to ever have that honor. In 1982, 1983, and 1986 he also captured the
Council of Fashion Designers of America Award. In addition Klein built a financially
strong company with the continued advice and help of partner Barry Schwartz, who
guided the company through tough financial times in the late 1980s. Few designers
have rivaled his worldwide empire.
Klein's personal life also weathered the times. He married Jayne Centre in 1964, but
they divorced in 1974. They had one child, Marci. He married one of his design
assistants, Kelly Rector, in 1986.
Klein is known for his "casual chic" clothing, stylish but casual designs created for
active women. He is undoubtedly one of the most successful American clothing
designers today. His unwavering vision of minimal designs and wearable urban styles
are part of what make him an icon.
3.1 4Ps MARKETING STRATEGY

1. PRODUCT length:
 Calvin Klein Apparels
 Black Label – upscale top-end designer line\ White Label – basic fashion
 Grey Label – bridge collection line
 Sports – high-end sportswear for Macy’s
 Jeans – denim wear
 Home – home products like bed linen, toilet accessories etc.
 The Khaki Collection – medium to high range home products
 CK One lifestyle brand – this includes jeans and fragrances
 Watches and
 Fragrances – licensed by Cosmetics Company a Unilever Company
 CK – CK All, CK Be, CK Free, CK IN2U, CK One,
 Euphoria – Endless Euphoria, Euphoria Crystal Edition, Euphoria Gold etc.
 Eternity – Eternity Aqua, Eternity Love, Eternity Moment, Eternity Now etc.
Accessories
 Bags, Belts and Wallets
 Shoes and Socks
 Sunglasses
 Watches

2. PLACE
In the year 1989, brand Calvin Klein opened its first store in Dallas Suburb. It was a
free-standing full-line store with products like fragrances, cosmetics, accessories,
outerwear, shoes, hosiery, sleepwear and underwear for both male and females. In the
year 1995, the brand opened a 22,000-square-foot store of four levels at Madison
Avenue. By this time its number of stores in the United States were six through which
it was dealing successfully with its customers. During 1993 and 1994, the company
made a deal with four companies of Japanese origins for creating in-store shops. By
now brand was selling its products through an estimated 12,000 outlets in the United
States and its products were also being sold in countries like Japan, New Zealand,
Australia, Ireland, United Kingdom and Canada.
Calvin Klein has adopted an efficient distribution policy that involves both direct and
indirect sales for maintaining high sales. Its products are easily available at both
online and direct-dealing stores. It has departmental stores, direct distributors and
specialized outlets at its disposal in nearly 21 countries. Efficient and capable workers
are employed to provide relevant information and to help customers in finding the
exact product that they are looking for.
Distribution strategy
Calvin Klein is a brand with a global presence. His first store got established in Dallas,
where customers could buy clothes, cosmetics, home linens, fragrances, etc. Today,
their flagship store is on Madison Ave, New York. Also, in addition to having a solid
presence in the United States, it has a presence in more than 21 countries.
Indeed, there are also independent stores that sell their products, as well as department
stores and high-end stores. Another curious fact is that depending on the location.
There are brand products that have become more popular than others. For example, in
Asia, Calvin Klein is focused on fragrances and other products that get adjusted to the
income level of the citizens of that continent.
We are talking about a brand that maintains its presence in physical stores and online,
so it has to define its distribution channels so that its products remain available
anywhere in the world using licenses.

3. PRICE
Brand Calvin Klein has opted for competitive pricing policies that are changeable to
suit the needs and requirements of particular product line or place. In 1977 it was able
to generate huge revenues because of its penetration pricing policy as it wanted to
keep its prices lower than its major competitors. Its strategy was successful and its
products became highly popular among both older and younger generation and also
among middle and wealthy class of people. Competitive pricing has helped the brand
in maintaining the loyalty of its customers through high sales.
Calvin Klein is a premium brand with reasonable pricing policy as it believes in the
concept of large volumes and hence larger turnover. It has also used a skimming
technique to promote its premium products. The strategy involves entering a market
with premium prices and slowly decreasing them through numerous offers to attract
and maintain its customer base. It has also taken help of Discount pricing and has thus
allowed discounts and other bargains to create further sales.

4. PROMOTIONS
Calvin Klein has always believed in the positive impact of promotional strategies and
has undertaken various measures to promote its business. Controversial
advertisements have also helped in high visibility in markets and have resulted in
huge turnovers. In the late 1970s, a billboard at Times Square was put up
showing Patti Hansen, a model, on her knees and hands with her derriere skyward and
brand label visible on right hip. This caused a sensation. One of the most controversial
ads of Calvin Klein jeans were of 15-year old Brooke Shields posing in skin-tight pair
with provocative comments. Although the posters were later taken down but by that
time they had done their part in making the brand a high-profile one.
In the 1990s, brands underwear line was promoted with help of giant billboards that
showed images of Mark Wahl berg, famous pop singer. This was a highly successful
ad campaign and the underwear’s were subsequently called as Calvin’s. Television,
print media and social media have played a huge part in the success of brand Calvin
Klein. The company has its own monogram with a cK emblem that is visible on all its
products. Its slogan is Between Love and Madness lie Obsession. In order to create
consumer awareness advertising campaigns are displayed in fashion magazines
like Glamour, Harpers Bazaar, Elle and Vogue.
To this day, Calvin Klein has used many marketing strategies to promote its products,
including direct marketing, social media marketing, television commercials, personal
selling, and promotional offers. However, with the development of the Internet and
social media, the brand has not hesitated to try to enter this area to promote its
products and generate more income.
Although it is a renowned brand, it is worth noting that it has also had its share of
controversies. Also, as well as other brands, it has collaborated with entertainment
personalities to demonstrate its products in visual advertisements. Scarlett Johansson,
Eva Mendes, Alexander Skarsgard, and Justin Bieber have been some of its
ambassadors. It has also adopted a monogram represented by the “CK” emblem to
establish its brand.
Advertising
The many marketing strategies used by Calvin Klein to promote its products amongst
its customers include TV advertisements, direct marketing, social media marketing,
promotional offers, advocacy and personal selling. With the development in Internet,
Social Media and Technology, Calvin Klein has forayed into these areas to advertise
their products and generate huge sales for their line and thus increase revenues.
Although it is a renowned brand now, Calvin Klein got into its own share of
controversies. The TV advertisements included many other brands, Calvin Klein also
used famous personalities to showcase their products in their visual ads. Some of the
names include Mark Wahl berg, Antonio Sabato Jr., Kate Moss, Eva Mendes, Scarlett
Johansson, Mehcad Brooks, and Alexander Skarsgård. In Recent times we have also
seen Justin Beiber and Kendall Jenner advertise for Calvin Klein underwear range. In
order to establish the brand, Calvin Klein has adopted a monogram for their brand
called the “ck” emblem. During the early days Calvin Klein used to target the teenage
customers by providing email addresses in the ads. When they used to mail their
queries to the email, it used to store these addresses and send them emails on vague
timings providing information about the models and their lives which seemed relevant
and seemed to establish connection with the recipients. Hence this gives an insight
about Calvin Klein marketing mix.

3.2 BRAND EQUITY

With all the advisement and campaigns, the brand is perceived as a global lifestyle
brand that exemplifies bold and progressive ideals with the seductive and minimalistic
aesthetic.
The brand’s image is kept consistent through the brands distinctive marketing identity
and strategy. People with intimate, modern, iconic and classic lifestyle imagery get
attracted to the brand. The brand describes itself as the honest, authentic and genuine
brand. With continuous success since 1968, the customers view CK as a reliable
fashion brand which is minimalistic and classic.
Calvin Klein is a globally recognized fashion brand that has established a strong
brand equity in the fashion industry. Brand equity refers to the value that a brand adds
to its products beyond the functional benefits. It is the overall value that a brand
possesses, including its reputation, image, perception, and customer loyalty.
One of the most significant factors contributing to the brand equity of Calvin Klein is
its strong association with high-quality products. The brand is known for its use of
premium materials and attention to detail in design, which has helped it maintain a
reputation for producing luxury fashion items.
Another important factor contributing to the brand equity of Calvin Klein is its
advertising campaigns. The brand has a history of using provocative and bold
advertising campaigns to promote its products. These campaigns have helped to
establish the brand's identity and create an emotional connection with consumers.

 Calvin Klein's brand equity is built on several factors, including:

 Brand Awareness: Calvin Klein has a strong brand awareness and recognition
among consumers, which is essential for building brand equity. The brand is
well-known for its iconic logo and minimalist aesthetic.
 Brand Association: Calvin Klein is associated with high-quality, modern, and
stylish fashion products. The brand is recognized for its clean, simple designs
that embody a modern and sophisticated aesthetic.
 Brand Loyalty: Calvin Klein has a strong customer base that is loyal to the
brand. The brand's reputation for quality and style has earned the trust of
consumers, which leads to repeat purchases and positive word-of-mouth
marketing.
 Perceived Quality: Calvin Klein products are perceived to be of high quality,
which is a critical factor in building brand equity. The brand's reputation for
quality is based on its use of premium materials and attention to detail in design
and production.
 Brand Personality: Calvin Klein has a distinct brand personality that resonates
with consumers. The brand is often associated with youthfulness, modernity,
and a rebellious spirit.
 Brand Name: The Calvin Klein brand name is well-established and recognized
globally. The brand has a reputation for creating high-quality fashion products
that are stylish, trendy, and innovative.

3.3 COMPANY FINANCE

Calvin Klein is a global fashion and lifestyle brand that designs and markets a range
of products including apparel, accessories, fragrances, and home furnishings. The
company is owned by PVH Corp., a publicly traded company that is listed on the New
York Stock Exchange under the ticker symbol PVH.
In its latest financial report for the fourth quarter of 2021, PVH Corp. reported total
revenue of $2.5 billion, up 29% from the same period in the previous year. The
company's net income for the quarter was $325 million, up from $78.6 million in the
same period in 2020. The company's earnings per share (EPS) for the quarter were
$4.35, compared to $1.03 in the same period in the previous year.
Calvin Klein is one of PVH Corp.'s largest brands, along with Tommy Hilfiger. The
company does not disclose specific financial information for each brand, but it is
widely reported that Calvin Klein is a significant contributor to PVH Corp.'s overall
revenue and profitability.
In recent years, Calvin Klein has undergone a brand repositioning to focus on a more
modern, minimalist aesthetic. The company has also expanded its product offerings to
include active wear and lounge wear, and has launched collaborations with high-
profile celebrities and influences to drive brand awareness and sales.
the financial information of PVH Corp, the parent company of Calvin Klein, as of the
end of their fiscal year 2020:

Metric Amount
Revenue $8.0 billion
Net income $1.1 billion
Total assets $9.9 billion
Total liabilities $6.4 billion
Stockholders equity $3.5 billion
3.4 CONTROVERSIES OF CALVIN KLEIN ADVERTISEMENTS
Much opinion concerning Calvin Klein, as an individual and about his advertising
strategies, was negative. Critics saw Klein as a fiendish drug addict with little self-
control, and controversy surrounding his advertisements was intense. In the beginning,
there was some argument regarding the sexual undertones in the ads, and the
problems grew. In 1996, Calvin Klein Industries produced a series of television
commercials showing a series of baby-faced models wearing very little clothing,
usually just a tee shirt and a pair of Calvin Klein blue jeans. Models were then
questioned by a person the viewer never saw but sounded as though he was a mature,
older man. According to writer Carolyn Christensen, Calvin Klein exploited the
sexuality of the younger generation in order to sell his products. Christensen felt that
Klein was completely aware of the controversy that would surround his ads but went
ahead with them anyway. In the mid-1990s the company continued to draw criticism
for using models that looked anorexic, underage, and drugged. New advertising in
1998 focused on a more wholesome lifestyle and included healthier looking models in
outdoor settings.

3.5 SWOT ANALYSIS

SWOT Analysis is a proven management framework which enables a brand like
Calvin Klein to benchmark its business & performance as compared to the
competitors. Calvin Klein is one of the leading brands in the lifestyle and retail sector.
The article below lists the Calvin Klein SWOT, competitors and includes its target
market, segmentation, positioning & USP. Let us start the Calvin Klein SWOT
Analysis:
For Calvin Klein, SWOT analysis can help the brand focus on building upon its
strengths and opportunities while addressing its weaknesses as well as threats to
improve its market position.
STRENGTHS
The strengths of Calvin Klein looks at the key aspects of its business which gives it
competitive advantage in the market. Some important factors in a brand's strengths
include its financial position, experienced workforce, product uniqueness & intangible
assets like brand value. Below are the Strengths in the SWOT Analysis of Calvin
Klein:
1. Modern and minimalistic brand with excellent brand equity
2. Company has licenses for cosmetics, jeans, and menswear, sports, watches, jeweler
etc
3. Strong brand name and good marketing
4. Global distributed system is excellent and has a reach in over 21 countries
5. The advertising campaign is found in high fashion magazines including Vogue,
Elle, Harper’s Bazaar, and Glamour hence good consumer awareness.
WEAKNESSES
1. Products are expensive and premium which means limited target audience, and
brand switching
2. Fake imitation and duplicate products are affecting sales
OPPORTUNITIES
The opportunities for any brand can include areas of improvement to increase its
business. A brand's opportunities can lie in geographic expansion, product
improvements, better communication etc. Following are the opportunities in Calvin
Klein SWOT Analysis:
1. Population growth, development and economic integration
2. Development of internet, and other mass media where brand penetration can
happen
3. Great opportunity in developing countries like India
THREATS
The threats for any business s can be factors which can negatively impact its business.
Some factors like increased competitor activity, changing government policies,
alternate products or services etc. can be threats. The threats in the SWOT Analysis of
Calvin Klein are as mentioned:
1. Customer needs and changing perception
2. Global factors like high tax implications, High inflation which affects buying
behavior of consumer
3. Customers look for high quality with low price hence high chances of brand
switching.
3.6 MARKET SEMENTATION TARGETING AND POSITIONING
Calvin Klein is a globally recognized brand that specializes in clothing, accessories,
fragrance, and home furnishings. The brand has a strong reputation for its minimalist
designs, modern aesthetics, and high-quality products. Here are some key points to
segment the Calvin Klein brand:
 Demographic segmentation: Calvin Klein targets a wide range of customers,
including men and women of different age groups. The brand's products cater
to people who are fashion-conscious and seek high-quality products.
 Geographic segmentation: Calvin Klein has a global presence, with its
products sold in various countries around the world. The brand has a strong
foothold in the United States and Europe, but it also has a significant presence
in Asia and other parts of the world.
 Psychographic segmentation: Calvin Klein targets customers who value
minimalism, sophistication, and modern design. The brand's products are
aimed at people who want to express their individuality and confidence
through fashion and style.
 Behavioral segmentation: Calvin Klein's customers are typically loyal and
repeat buyers who appreciate the quality and design of the brand's products.
The brand also attracts customers who are looking for high-end fashion items
and are willing to pay a premium price for them.
 Product segmentation: Calvin Klein offers a wide range of products,
including apparel, accessories, fragrance, and home furnishings. Each product
category has a unique design and target audience. For example, the brand's
clothing line is aimed at fashion-forward individuals, while its fragrance line is
targeted at customers who value luxury and sophistication.
 Product Line: Calvin Klein offers a wide range of products that cater to
different consumer needs, including premium denim, underwear, and
fragrances. The brand is also known for its iconic logo, which is prominently
displayed on many of its products.
 Price Point: Calvin Klein is positioned as a premium brand, with prices that
reflect its high-quality materials and attention to detail. However, the brand
also offers more affordable options in its CK line, which appeals to a wider
range of consumers.
TARGET MARKET:
Calvin Klein’s target market focuses on the consumer who is “14 to 50 years old and
desires modern fashion forward products” (Warnaco Group, Inc.). “The most
prominent consumer looks for iconic styling” but the aesthetic continues to draw an
edgy consumer looking for the most current fashion trends” (Warnaco Group, Inc.).
Calvin Klein has been called modern, and minimalistic” as well as a “staple in the
closet of the fashion-conscious consumers” (Jiffy Notes). Psychographic variables of
the Calvin Klein’s target market convey the values, attitudes, spending patterns, and
cultural influences of the consumer. The teen consumers of Calvin Klein responded
quickly to the scandalous advertisements of the brand whereas for the adult market
this could sometimes be a turn off .Teens were hungry for attention and wearing the
Calvin Klein apparel would make them feel rebellious, hip, and defiant. Teens‟
spending patterns may vary but usually they want to purchase what is in style, and
Calvin Klein jeans are a very fashionable and well-known product. The Calvin Klein
brand is “distributed within all tiers of department stores including Saks,
Bloomingdale’s, Nordstrom, Macys, and Dillard’s. Which increases sales potential for
these segments? These levels of distribution reach all levels of consumers. Calvin
Klein’s advertising and marketing are worldwide. Its “advertising spans 21 countries
and reaches and estimated 98 million people globally”. The Advertising campaign is
found in high fashion magazines including Vogue, Elle, Harpers Bazaar, and
Glamour”. These factors prove the consumer awareness and influence of the Calvin
Klein brand.
COMPETITIVE ADVANTAGE
Presence in multiple fashion domains serves as a huge advantage for the brand which
mainly offers products in the segment ready to wear fashionable clothes for men and
women. In addendum, they also offer perfumes and accessories such as watches,
eyewear, shoes a+nd jewellery for both men and women.
Major competitors for the brand include brands like: Tommy Hilfiger, Ralph Lauren,
Jockey, Hugo Boss, Donna Karen, and Giorgio Armani.
It remains ahead of its competitors in the terms of licenses; CK uses “licensing” to
distribute products in the world. It has broadly two segments -Calvin Klein Apparel
which looks after its sales of the product line in both men and women’s wear
providing the company a 60% of its earnings, other is Calvin Klein licensing which
takes care of its licensing agreement with third parties.
TARGET AUDIENCE
Calvin Klein’s target audience is mainly focused on the wealthy middle class, and its
products are exclusive works of top designers. Supermodels and celebrities promote
their products all over the world. Calvin Klein customers are primarily the younger
generation, particularly men and women between the ages of 15 and 40. However,
anyone with a high income may be interested in fashion and brand trends to purchase
the product of their choice.

POSITIONING
Calvin Klein is a high-end fashion brand known for its minimalist, modern and
provocative style. The brand has positioned itself as a leader in fashion and lifestyle
products for the confident and sophisticated individual. The brand targets primarily a
young, fashion-conscious audience with a high level of disposable income.
Calvin Klein's brand positioning revolves around three key pillars:
innovation, sexiness, and modernity. The brand is renowned for its innovative use of
fabrics, including the introduction of stretch denim in the 1970s and performance
fabrics in sportswear. The brand's provocative advertising campaigns also reinforce its
edgy, sexy image, often featuring models in suggestive poses and revealing clothing.
Calvin Klein's minimalist design aesthetic emphasizes modernity and simplicity. The
brand's products are characterized by clean lines, neutral colors, and classic
silhouettes, which appeal to consumers looking for timeless yet fashionable pieces.
In recent years, Calvin Klein has also emphasized its commitment to sustainability,
incorporating environmentally friendly materials and practices into its product lines.
This has helped to position the brand as not only fashionable and modern, but also
socially conscious.
Innovative design: Calvin Klein has a reputation for creating innovative designs that
push the boundaries of fashion. The brand is known for introducing new materials and
techniques that set it apart from its competitors.
Minimalist style: Calvin Klein's minimalist style is a key part of its brand identity.
The brand's products are characterized by clean lines, simple shapes, and a neutral
color palette.
Provocative image: Calvin Klein's advertising campaigns often feature provocative
imagery that emphasizes its edgy, sexy image. This has helped to create a brand that
is seen as daring and exciting.
Modernity: Calvin Klein is a brand that is always looking forward, embracing the
latest trends and technologies. Its products are designed to appeal to consumers who
value modernity and innovation.
Social responsibility: In recent years, Calvin Klein has made a commitment to
sustainability, incorporating environmentally friendly materials and practices into its
product lines. This has helped to position the brand as socially responsible and in tune
with the concerns of modern consumers.
Calvin Klein's brand positioning is centered on creating innovative, minimalist, and
provocative products that appeal to the modern, fashion-conscious consumer. The
brand is always looking forward, embracing new trends and technologies, while also
being socially responsible and environmentally conscious.

3.7 COMPETITORS OF CALVIN KLEIN

1) Ralph Lauren

Ralph Lauren is an American fashion and retail industry that was formed during the
year 1967 and is headquartered in New York, United States. The company produces
mid-range products to luxury fashion products. This brand is known for various
products like luxury clothing, footwear, fragrances, housewares, furniture, and
jewelry.
2) Armani

Also a top Calvin Klein competitor, Armani is an Italian luxury fashion industry that
was founded by Giorgio Armani. It was established during the year 1975 and is
headquartered in Milan, Italy. The company designs, produces, distributes, and retails
various products and also focuses on offering quality and classy global apparel.

3) Chanel

Yet another Calvin Klein competitor, Chanel is a private fashion company that was
formed during the year 1909 and is headquartered in London, United Kingdom.
Chanel is a high fashion house that specializes only in women’s ready-to-wear clothes,
fashion accessories, haute couture, and luxury goods. It is a well-established brand
and everyone is aware of its existence. Currently, it has a brand value of about $7.2
billion and is ranked 80th in the world’s most valuable brand. This brand is famous
for its functional and comfortable styles that have a perfect style. Their major part of
the collection is classic and timeless design. The company is famous for its luxury
brand across the world.

4) GUCCI

Also, a top Calvin Klein competitor, Gucci is an Italian fashion industry that was
established during the year 1921. Gucci is headquartered in Florence, Italy. Gucci
focuses on fashion and leather goods by having its business operations in about 278
stores across the globe. Gucci sells their products through many channels like
franchise stores, higher-end department stores, and online. It is a multi-branded
organization that has great visibility in the international market. Gucci has always
been updated in the fashion world and every care is taken by their designers to always
meet the current fashion trend of the market. The company has a strong value chain
with many suppliers and retailers and has a good visibility among people.

5) Tommy Hilfiger

A top American fashion industry, Tommy Hilfiger is headquartered in New York,

United States and was formed in 1985. Tommy Hilfiger designs and produces
multiple products like apparel, footwear, accessories, fragrances, and home
furnishings. Their products are available in multiple channels like department stores
and about 1400 freestanding retail stores across 90 countries. The company products
outfit people of all age groups for men, women, and kids. Tommy Hilfiger designs are
aligned with the American nature in various categories like sportswear, denim, home
furnishings, watches, and fragrances. The designers produce products that are creative,
modern and casual.

6) Hugo Boss

Hugo Boss is a famous German luxury fashion house formed in 1924. The company
offers accessories, high fashion wear, and footwear. The brand started with the
production of uniforms and then moved into producing suits for men. Over the years,
the company added women’s collections to its products. As an expert in high-end
designer clothing, Hugo Boss is popular for its high brand value. They’ve made a
name in the top fashion shows in Paris and Milan and, therefore, have a space at the
top of the fashion industry.

Final Thoughts related to competitors

Calvin Klein is a top American fashion brand with a top spot in the fashion space.
Being present in several fashion domains, Calvin Klein can cater to a broad audience,
increasing annual profits for the company. Despite having top competitors like Ralph
Lauren, Tommy Hilfiger, Chanel, Armani, and Hugo Boss, Calvin Klein scales the
fashion space to become the leading luxury fashion brand.
3.8 CALVIN KLEIN STRATEGIES TO GAIN MARKET SHARE IN INDIA,
INCLUDING
Calvin Klein can gain market share in India by building brand awareness, offering
localized products, expanding its product range, focusing on e-commerce, and
partnering with local retailers. By implementing these strategies, the brand can
establish itself as a leading fashion brand in India and capture a larger share of the
Indian market.
Enhance brand awareness: Calvin Klein can improve its brand recognition in India
by investing in targeted advertising campaigns and increasing its social media
presence. The brand can also collaborate with Indian influencers and celebrities to
promote its products to a wider audience.
Offer localized products: To cater to the Indian market, Calvin Klein can develop
products that incorporate Indian elements and cultural references. This can include
incorporating traditional Indian textiles, colors, and patterns into its designs.
Expand product range: Calvin Klein can expand its product range in India to
include a wider variety of products, such as traditional Indian clothing and accessories.
This will help the brand appeal to a broader audience and increase its market share.
Focus on e-commerce: E-commerce is a rapidly growing market in India, and Calvin
Klein can take advantage of this trend by investing in its online sales channels. The
brand can offer exclusive discounts and promotions to online customers, making it
more accessible and attractive to Indian consumers.
Partner with local retailers: Calvin Klein can partner with local retailers in India to
increase its distribution network and expand its reach. This will help the brand
establish a stronger presence in the Indian market and gain market share.

3.9 CORPORATE SOCIAL RESPONSIBILITY (CSR)

Corporate Social Responsibility is an important aspect of Calvin Klein's business
operations. The brand is committed to promoting sustainable and ethical practices in
its operations and supply chain, as well as supporting social and environmental causes.
Some of the key CSR initiatives of Calvin Klein include:
 Sustainability: Calvin Klein is committed to reducing its environmental impact
by implementing sustainable practices in its operations, such as using renewable
energy sources, reducing waste, and implementing sustainable packaging
 solutions. The brand also incorporates sustainable materials in its products, such
as recycled polyester and organic cotton.
 Ethical labor practices: Calvin Klein is committed to fair labor practices and
ensuring safe working conditions for workers in its supply chain. The brand
works with suppliers who adhere to strict ethical standards and conducts regular
audits to ensure compliance.
 Diversity and Inclusion: Calvin Klein is committed to promoting diversity and
inclusion in its workplace and marketing campaigns. The brand has launched
campaigns that celebrate diversity and support LGBTQ+ rights.
 Philanthropy: Calvin Klein supports various social and environmental causes
through philanthropic initiatives. The brand has donated to organizations that
support environmental conservation, disaster relief, and social justice causes.
 Transparency: Calvin Klein is transparent about its business practices and
supply chain. The brand publishes annual sustainability reports that provide
information on its progress towards its sustainability goals and its ethical labor
practices.

Calvin Klein's CSR initiatives demonstrate the brand's commitment to sustainability,

ethical practices, diversity, and social responsibility. By prioritizing these initiatives,
the brand is setting an example for the fashion industry and contributing to a more
sustainable and ethical future.

3.10 SPONSORSHIP
Calvin Klein has been involved in various sponsorship over the years, particularly in
the areas of fashion, art, and entertainment. Some examples of the brand's sponsorship
include:
 Fashion events: Calvin Klein has sponsored numerous fashion events and shows,
including New York Fashion Week, where the brand often showcases its latest
collections. The brand has also sponsored other fashion events around the world,
such as London Fashion Week and Milan Fashion Week.
 Art exhibitions: Calvin Klein has sponsored several art exhibitions and
installations, including the Whitney Biennial in New York City and the Venice
 Biennale in Italy. The brand's support for the arts reflects its commitment to
creativity and innovation.
 Music events: Calvin Klein has also sponsored music events, such as the
Coachella Valley Music and Arts Festival in California. The brand has also
collaborated with musicians, such as Justin Bieber and Shawn Mendes, to create
limited-edition collections.
 Sports sponsorship: Calvin Klein has sponsored sports events and athletes,
including the USA Volleyball team and the New York City Marathon. The
brand's support for sports reflects its commitment to promoting an active and
healthy lifestyle.
 Film and TV: Calvin Klein has also sponsored film and TV productions, such as
the hit TV show "Stranger Things." The brand has also collaborated with actors,
such as Saoirse Ronan, to create advertising campaigns.
Calvin Klein's sponsorships reflect the brand's commitment to creativity, innovation,
and promoting an active and healthy lifestyle. By sponsoring a range of events and
collaborations, the brand is able to reach a wider audience and strengthen its brand
image.

3.11 BRICK AND MORTOR OF CALVIN KLEIN

Calvin Klein, a global fashion brand known for its minimalist and modern aesthetic,
has a significant brick-and-mortar presence with stores located in various countries
around the world. The brand's physical retail locations offer customers the
opportunity to try on and purchase products in-person, as well as experience the
brand's aesthetic and customer service.

Calvin Klein's brick-and-mortar stores are designed to reflect the brand's aesthetic,
with clean lines and a modern feel. The stores often feature sleek displays of the
brand's products, including clothing, accessories, and fragrance. The stores are
designed to create an immersive shopping experience for customers, with the goal of
creating an emotional connection between the customer and the brand.
Calvin Klein's physical stores also offer various services to customers, such as
personal styling and alteration services. The brand may also host events and
activations in its stores to engage with customers and promote its products. In addition
to standalone stores, Calvin Klein also has a presence in department stores and other
multi-brand retail locations.
While e-commerce has become increasingly important for the brand, its brick-and-
mortar stores remain a key part of its retail strategy. Physical retail locations allow the
brand to connect with customers on a personal level, offer a tactile experience of the
brand and its products, and provide a platform for the brand to showcase its vision and
aesthetic. Calvin Klein's brick-and-mortar stores continue to be a key driver of its
sales and customer engagement, as the brand continues to innovate and adapt to
changing consumer preferences and retail trends

3.12 BRICK AND CLICKS OF CALVIN KLEIN

Calvin Klein, a global fashion brand known for its minimalist and modern aesthetic,
has a strong brick-and-mortar presence with stores located in various countries around
the world. However, the brand has also invested heavily in its e-commerce channels
to complement its physical retail locations, creating a strong bricks and clicks retail
strategy.
Calvin Klein's e-commerce platform offers customers the opportunity to shop online
and purchase products from the comfort of their own homes. The platform features a
range of products, including clothing, accessories, and fragrance, and is designed to
reflect the brand's minimalist aesthetic. The website also offers various services, such
as free shipping and returns, as well as exclusive online-only promotions and products.
To complement its e-commerce platform, Calvin Klein has also invested in
omnichannel capabilities, allowing customers to seamlessly transition between its
physical and digital channels. This includes services such as buy online, pick up in-
store (BOPIS), and reserve in-store, where customers can reserve products online and
try them on in-store.
Calvin Klein's bricks and clicks retail strategy allows the brand to offer a seamless
and integrated shopping experience to customers, regardless of whether they choose
to shop in-store or online. This approach also enables the brand to reach a wider
audience and provide customers with more flexibility and convenience when it comes
to purchasing its products.
Calvin Klein's bricks and clicks retail strategy is a key part of the brand's overall retail
strategy, allowing the brand to create a strong connection with customers across a
range of channels and touchpoints. The approach demonstrates the brand's
commitment to innovation and customer-centricity, and positions it well to succeed in
a rapidly evolving retail landscape.
CHAPTER4: RESEARCH
METHODOLOGY
RESEARCH METHODOLOGY
"Research methodology is a way of systematically solving the research it may be
understood as a science of how research is done. Purpose of research is to discover
answer to the question through application scientific procedure."

This chapter present detail idea about the project work was conducted. This is purpose
of research, research approach, research strategy, sample selection methods, data
collection methods and data analysis methods.

4.1 TYPES OF RESEARCH:

Descriptive Research:
Descriptive research is defined as a research method that describes the characteristics
of the population or phenomenon that is being studied. This methodology focuses
more on the "what" of the research subject rather than the "why" of the research
subject.
In other words, descriptive research primarily focuses on describing the nature of a
demographic segment, without focusing on "why" a certain phenomenon occurs. In
other words, it "describes" the subject of the research, without covering "why" it
happens.
Descriptive research can either be quantitative or qualitative. Quantitative research is
the objective collection of data which is primarily focused on numbers and values it
suggests "associated to, of or depicted in terms of a quantity". Results of quantitative
observation are derived using statistical and numerical analysis methods. It implies
observation of any entity that can be associated with a numeric value such as age,
shape, weight, volume, scale etc.

Qualitative research doesn't involve measurements or numbers but instead just

monitoring characteristics. In this case the researcher observes the respondents from a
distance. Since the respondents are in a comfortable environment, the characteristics
observed are natural and effective. In descriptive research, the researcher can choose
to be either a complete observer, an observer as a participant, a participant as an
observer or a complete participant.
4.2 COLLECTION OF DATA
Data collection is the process of gathering and measuring information on variables of
interest, in an established systematic fashion that enables one to answer stated
research questions, and evaluate outcomes.

Sources for collection of data are of two types:

A. Primary sources
B. Secondary sources

A) Primary sources
My primary data was collected through interviews, surveys, observations,
experimentations.

Primary data was collected from:

1. Questionnaires: In this method a questionnaire is sent (mailed) to the concerned
respondents who are expected to read, understand and reply on their own and return
the questionnaire. It consists of a number of questions printed on typed in a definite
order on a form on set of forms.

Essentials of a good questionnaire-

 It should be short and simple
 Questions should proceed in a logical sequence
 Technical terms and vague expressions must be avoided.
 Control questions to check the reliability of the respondent must be present

2. Direct interviews: This method of collecting data involves presentation of oral

verbal stimuli and reply in terms of oral-verbal responses.

B) Secondary data
My secondary data was collected from the websites, magazine and books.
4.3 SAMPLE SIZE
For the study random sampling technique is selected.
Random sampling-Random sampling is a part of the sampling technique in which
each sample has an equal probability of being chosen. A sample chosen randomly is
meant to be an unbiased representation of the total population. If for some reasons, the
sample does not represent the population, the variation is called a sampling error.

 Around 102 samples were collected from Mumbai & Navi Mumbai.

4.4 STUDY AREA

Respondents were from various part of Mumbai and Navi Mumbai.
Sample Method: Non probability sampling methods are classified as either probability
or non-probability. In probability samples, each member of the population has a
known non zero probability of being selected. Probability methods include random
sampling, systematic sampling and stratified sampling. Non probability sampling is a
sampling technique where the samples are gathered in a process that does not give all
the individuals in the population equal chances of being selected.
Data Collection Method: Survey method data collection is the process of gathering
and measuring information on targeted variables is an established systematic fashion,
which then enables one to answers relevant
questions and evaluate outcomes.
Tools Used -Google forms, MS WORD, MS EXCEL
CHAPTER 5: DATA ANALYSIS
AND INTERPRETATION
AGE
AGE PERCENTAGE
1 18 TO 25 75.70%
2 26 TO 30 18.30%
3 31 TO 36 3.50%
4 36 to 40 2.60%

INTERPRETATION:
From above figure, it can be observed that the age of the respondent are 18 -
25(76.00%), 26-30(18.00%), 31-36(3.00%) and 36-40(3.00%) have been taken in this
survey. This number shows that most of the respondents are given by younger
generation and fewer respondents are from older generation.
GENDER

Gender Percentage
1 Male 60.00%
2 Female 40.00%
3 Prefer not to say 0.00%

INTERPRETATION:
Above given figure shows that the respondents gender. The percentage of respondents
of male is 60% and the percentage of respondents which are female is 40%. The
conclusion we get from this that most of the respondents are male and the number is
larger than the female.
1)What is your occupation?

NO. ANSWER PERCENTAGE

1 Student 60.90%
2 Employee 24.30%
3 Business 7.80%
4 Others 7.00

INTERPRETATION:
From the above given figure, it can be observe that the respondents are younger
generation student is 61%, employee are 24%, business are 8% and others are 7%.
This number shows that the most of the respondents are the younger generation
student.
2)What is your monthly income?

ANSWER Percentage

1 5k to 10k 54.80%
2 10k to 15k 22.60%
3 15k to 30k 15.70%
4 More than 30k 7.00%

INTRPRETATION:
From the above given figure, shows that the monthly income of the respondents, it
can be observe that income of respondents are 5k-10k is 55%, 10k-15k is 22%, 15k-
30k is 16% and more than 30k is 7.00% have been taken in this survey. This number
shows that the most of the respondents of monthly income are given by 5k-10k.
3)Do you buy only branded cloths?

Answer Percentage

1 Yes 80.90%
2 No 19.10%

INTERPRETATION:
From the above given figure, it can be observe that the 81% of the respondents are
buy only branded cloths and the 19% of the respondents are not buy branded cloths.
4) Which is your favourite cloths brand?

ANSWER Percentage
1 H&M 11.30%
2 Calvin Klein 67.00%
3 Levis 16.50%
4 Lee 5.2%

INTERPRETATION:
From the above given figure show that the favorite cloth brand of the respondents are
11% of H&M, 67% of Calvin Klein, 18% of Levis and 5% of Lee brand. So that the
most number of respondents favorite brand is Calvin Klein which is 67%. So that we
can consider that the Calvin Klein brand is more favorite than the other brands.
5) What kind of product do you buy from Calvin Klein?

ANSWER Percentage
1 Cloths 64.30%
2 Cap 15.70%
3 Watch 11.30%
4 Shoes 8.70%

INTERPRETAION:
From the above given figure show that the type of product are buying more from
Calvin Klein by the respondents. I.e. cloths are 64%, caps are 16%, shoes are 11%
and 9% of respondents are buy shoes. So that we can consider that the most number
of respondents are buying cloths from Calvin Klein brand. So we can say that Calvin
Klein cloths more famous than other product.
6) Why do you buy Calvin Klein cloths?
ANSWER Percentage

1 Brand Name 54.80%

2 Design 18.30%
3 Quality 27.00%

INTERPRETATION:
From the above given figure shows that most number of people buy Calvin Klein
cloths for her brand name is 55%, for her design is 18% and for her quality is 27%.
So we can say that people are buying Calvin Klein cloths for her brand name is 55%.
7) Are you a loyal customer to Calvin Klein brand?
Answer Percentage
1 Yes 80.90%
2 No 19.10%

INTERPRETATION:
From the above given figure shows that the number of loyal customers towards the
Calvin Klein brand. 81% of respondents are loyal and 19% of respondents are not
loyal to Calvin Klein brand. According to this most number of customers is loyal to
the Calvin Klein brand and less numbers of customers are not loyal.
8) How much money do you spend on buying Calvin Klein cloths?
Money Percentage
1 More than 2000 61.70%
2 2000 to 3000 27.80%
3 3000 to 5000 8.70%
4 More than 5000 1.70%

INTERPRETATION:
From the above given figure shows that the how much money spending on buying
Calvin Klein cloths. More than 2000 money spending on buying Calvin Klein cloth is
(62%), 2000-3000 is (28%), 3000-5000 is (9%) and (1%) of respondents are spending
on buying Calvin Klein cloths.
9) How long have you been buying Calvin Klein brand?
Years Percentage
1 1 to 2 years 59.10%
2 2 to 3 years 27.80%
3 3 to 5 years 11.30%
4 More than 5 years 1.70%

INTERPRETATION:
From the above given figure, it can be observe that the most number of respondents
are buying Calvin Klein product is 1 to 2 years is 59%, 2 to 3 years is 28%, 3 to 5
years is 11% and more than 5 years is 2%. The highest percentage of respondents is
buying Calvin Klein product is 1 to 2 years.
10) When was the last time you buy the Calvin Klein cloths?
Last time buy Percentage

1 Last week 48.70%

2 Last month 21.70%
3 Last 3 month 20.00%
4 Longer than 3 month 9.60%

INTERPRETATION:
From the above given figure, we can observe that most number of respondents are
buy Calvin Klein cloths in last week that is 49%, in last month is 22%, last 3 month is
20% and longer than 3 month is 9%. The highest number of respondents is buy Calvin
Klein cloth in last week is 49%.
11) How do you know about Calvin Klein brand?
ANSWER Percentage

1 Advertisement 38.30%
2 Friends 44.30%
3 News paper 13.90%
4 Family 3.50%

INTERPRETATION:
From the above given figure, we can understand that the 38% of customers known
about Calvin Klein brand through advertisement, 44% of customers know through
friends, 14% through the newspaper and 5% of customers known through family.
12) Are you easily attracted by advertisement of brand?
Attract by advertisement Percentage

1 Yes 81.70%
2 No 18.30%

INTERPRETATION:
From the above given figure, we can say that the most number of people is easily
attract by the advertisement is 82% but 18% of people are not easily attract by the
advertisement.
13) From where do you buy Calvin Klein cloths?

Where to buy Percentage

1 Online 55.70%
2 Store 33.00%
3 Mall 11.30%

INTERPRETATION:
From the above given figure, we can observe that most number of peoples are buying
Calvin Klein cloths from online is 55%, from store is 33% and from malls is 11%. So
the maximum number of people is buying Calvin Klein cloths from online.
14) How do you understand that this is a Calvin Klein brand?

Understand about Calvin Klein Percentage

brand
1 Name 60.00%
2 Labeling 29.60%
3 Symbol 10.40%

INTERPRETATION:
From the above given figure, we can understand that this is a Calvin Klein brand.
60% customers wither name, 30% of customers with her labeling and 10% of
customers with the symbol.
15) How many Calvin Klein brand store, can you recall around you?

ANSWER Percentage

1 1 to 3 60.00%
2 3 to 6 27.00%
3 6 to 10 8.70%
4 Above 10 3.50%

INTERPRETATION:
From the above given figure, 60% of customers recall (1to 3) Calvin Klein brand
store, 27% of customers can recall (3 to 6) stores, 9% of customers recall (6 to 10)
stores and 4% of customers recall above 10 Calvin Klein brand store.
16) Will you stick to the same brand, if their price is increase?

Percentage

1 Yes 65.20%
2 No 19.10%
3 Maybe 15.70%

INTERPRETATION:
From the above figure, 65% of customers stick to the same brand if there price is
increase, 19% of customers are not stick to the same brand if there price is increase
and 16% of customers may be stick.
17) What kind of image do you have about Calvin Klein brand?

ANSWER Percentage

1 Impressive 72.20%
2 Not so impressive 27.80%

INTERPRETATION:
From the above given figure, we can understand that the image of Calvin Klein which
are impressive is 72% and not so impressive is 27%.
18) Which of the following policy of Calvin Klein affect your selection?

Policy Percentage

1 Discount policy 78.30%

2 Promotional policy 21.70%

INTERPRETATION:
From the above give figure the customers more likes discount policy which is 78%
and the customers not so like for his discount policy.
19) Which of the following, according to you help in build a brand image?

ANSWER Percentage

1 Quality 50.40%
2 Good service 31.30%
3 Discount 11.30%
4 Others 7.00%

INTERPRETATION:
From the above given figure, we can see that the most number of customers said that
the quality is important to build a brand is 51%, good service is 31%, discount is 11%
and others is 7%. According to this chart we can say that the quality is important to
build brand.
20) Does the brand image of Calvin Klein affect the buying of your decision?

Decision Percentage

1 Always 48.70%
2 Sometimes 35.70%
3 Rarely 10.40%
4 Never 5.20%

INTERPRETATION:
From the above given figure, we can observe that the affecting buying decision of
customers. Always affect is 49%, sometimes affect is 36%, rarely affect is 10% and
never affect is 5%. So the most number of customers affect the buying decision is
always is 49%.
21) How much conscious are you about the Calvin Klein brand?

CONSCIOUS Percentage

1 Very 53.90%
2 Moderately 23.50%
3 Not so much 15.70%
4 Not at all 7.00%

INTERPRETATION:
From the above given figure, the 54% of customers are very conscious, 23%
customers are moderately conscious, 16% of customers are not so much conscious
and 7% of customers not at all conscious about Calvin Klein brand.
22) What was your opinion toward the Calvin Klein brand?
Opinion Percentage

1 High 64.30%
2 Medium 31.30%
3 Low 4.40%

INTERPRETATION:
From the above given figure we can observe that the opinion of the customers which
is 64 % is high, 31% is medium and 5% is low. According to this most number of
customers has high opinion is 64%.
23) Are you satisfied with Calvin Klein brand?

Satisfaction Percentage

1 Yes 80.90%
2 NO 9.60%
3 Maybe 9.60%

INTERPRETATION:
From the above given figure reveals that the 81% of people are satisfied with Calvin
Klein brand, 9% of people are not satisfied and 10% of people may be they are
satisfied with Calvin Klein brand.
CHAPTER 6: FINDINGS,
SUGGESTIONS AND
CONCLUSION
6.1 FINDINGS:
Calvin Klein is a well-established fashion brand that has been around since the 1960s.
The brand's minimalist and modern designs have made it a favorite among fashion-
conscious consumers and it has become a household name around the world. In recent
years, the brand has expanded beyond clothing and into fragrances, accessories, and
home decor.
The key elements of the Calvin Klein brand are indicative of its overall aesthetic and
brand identity. The brand's focus on minimalism and understated elegance has helped
it stand out in a crowded fashion market, while its strong association with denim and
its provocative advertising campaigns has helped it appeal to a younger, trendier
audience. The brand's emphasis on quality and craftsmanship is reflected in its use of
high-quality materials and attention to detail.
The Calvin Klein brand is also known for its innovative and modern designs, which
help it stay relevant and appealing to consumers. By combining classic styles with
modern elements, the brand has been able to maintain its timeless aesthetic while also
keeping up with current trends. The Calvin Klein brand represents a modern,
sophisticated lifestyle. Its minimalist designs and focus on quality reflect a sense of
refinement and sophistication, while its provocative advertising campaigns and
association with denim speak to a more youthful, edgy sensibility. Overall, the Calvin
Klein brand is a reflection of contemporary fashion and culture, and it continues to
evolve and innovate to stay relevant in a rapidly changing industry.
Key elements of Calvin Klein brand
Calvin Klein is a fashion brand known for its minimalist and modern designs. Some
key elements that define the Calvin Klein brand include:
Minimalism: Calvin Klein is known for its simple and clean designs. The brand
focuses on classic, timeless styles that are not overly ornate or flashy.
Understated elegance: Calvin Klein designs often exude an understated elegance, with
a focus on quality materials and craftsmanship.
Logo-centric: The brand is well known for its logo-centric designs, often featuring the
iconic "CK" logo prominently on clothing, accessories, and fragrances.
Denim: Calvin Klein has a strong association with denim, and the brand is known for
its high-quality denim products.
Clean lines and shapes: The brand's designs often feature clean lines and shapes, with
a focus on simplicity and minimalism.
Timeless aesthetic: Calvin Klein's designs are often timeless, with a focus on classic
styles that can be worn year after year.
Modern and innovative: Despite its focus on classic styles, Calvin Klein also
incorporates modern and innovative elements into its designs, such as unexpected
color combinations or unusual fabric choices.
1. This result shows the gender of respondents. The male percentage of respondents is
60% and the female percentage of respondents is 40%. The conclusion we get from
this that most of the respondents are male and the number is larger than the female.
2. This research show that the respondents are younger generation student is 61%,
employee is 24%, business is 8% and others are 7%. This number shows that the most
of the respondents are the younger generation student.
3. According to this result we can be observe that the 81% of the respondents are buy
only branded cloths and the 19% of the respondents are not buy branded cloths.
4. According to result we can show that the favorite cloth brand of the respondents.
The favourite cloths brand which are 11% of H&M, 67% of Calvin Klein, 18% of
Levis and 5% of Lee brand. So that the greatest number of respondents favourite
brand is Calvin Klein which is 67%. So that we can consider that the Calvin Klein
brand is more than the famous other brands.
5. According to this research we observe that the type of product is buying more from
Calvin Klein by the respondents. I.e. cloths are 64%, caps are 16%, shoes are 11%
and 9% of respondents are buy shoes. So that we can consider that the greatest
number of respondents are buying cloths from Calvin Klein brand. So, we can say that
Calvin Klein cloths more famous than other product.
6. According to this finding we observe that the number of people buy Calvin Klein
cloths for her brand name is 55%, for her design is 18% and for her quality is 27%.
So we can say that people are buying Calvin Klein cloths for her brand name is 55%.
7. According to this observe the greatest number of respondents are buying Calvin
Klein product is 1 to 2 years is 59%, 2 to 3 years is 28%, and 3 to 5 years is 11% and
more than 5 years is 2%. The highest percentage of respondents is buying Calvin
Klein product is 1 to 2 years.
8. In this research the number of respondents are buy Calvin Klein cloths in last week
that is 49%, in last month is 22%, last 3 month is 20% and longer than 3 month is 9%.
The highest number of respondents is buy Calvin Klein cloth in last week is 49%.
9. According to this result we can understand that the 38% of customers known about
Calvin Klein brand through advertisement, 44% of customers know through friends,
14% through the newspaper and 5% of customers known through family.
10. This result shows that the most number of people is easily attract by the
advertisement which is 82% but 18% of people are not easily attracted by the
advertisement.
11. According to this observation that the most number of peoples are buying Calvin
Klein cloths from online is 55%, from store is 33% and from malls is 11%. So the
maximum number of people is buying Calvin Klein cloths from online.
12. According to this research we can understand that how we should know about
Calvin Klein brand. 60% of customers know about Calvin Klein brand with his name,
30% of customers know about Calvin Klein brand with his labeling and 10% or
customers know about Calvin Klein brand with the symbol.
13. According to this research 60% of customers recall (1to 3) Calvin Klein brand
store, 27% of customers can recall (3 to 6) stores, 9% of customers recall (6 to 10)
stores and 4% of customers recall above 10 Calvin Klein brand store.
14. According to result 65% of customers stick to the same brand if there price is
increase, 19% of customers are not stick to the same brand if there price is increase
and 16% of customers may be stick. So the most numbers of customers stick to the
same brand if there price is increase.
15. This research show that the image of Calvin Klein brand. The most number of
customers rate the Calvin Klein is impressive which 73% is and the 27% of customers
rate the Calvin Klein brand is not so impressive which is.
16. According the research the customers more likes discount policy which is 78%
and the customers not so like for his discount policy.
17. This research shows that the most number of customers said that the quality is
important to build a brand is 51%, good service is 31%, discount is 11% and others is
7%. According to this chart we can say that the quality is important to build brand.
18. According to this research we can observe that the affecting buying decision of
customers. Always affect is 49%, sometimes affect is 36%, rarely affect is 10% and
never affect is 5%. So the most number of customers affect the buying decision is
always is 49%.
19. According to this result we can understand that the consciousness of customers to
the Calvin Klein brand. 54% of customers are very conscious, 23% customers are
moderately conscious, 16% of customers are not so much conscious and 7% of
customers not at all conscious about Calvin Klein brand.
20. According to this research we can observe that the opinion of the customers which
is 64 % is high, 31% is medium and 5% is low. According to this most number of
customers has high opinion is 64%.
21. According to research that the 81% of people are satisfied with Calvin Klein
brand, 9% of people are not satisfied and 10% of people may be they are satisfied
with Calvin Klein brand. The most number of customers are satisfied with Calvin
Klein
6.2 SUGGESTIONS
Here are some suggestions for the Calvin Klein brand and customers:
 FOR CALVIN KLEIN BRAND
 Continue to innovate: Calvin Klein is known for its minimalist designs, but
the brand should continue to innovate and experiment with new styles and
designs to keep customers engaged and interested.
 Expand sustainability initiatives: Calvin Klein has made a commitment to
sustainability, but there is always more that can be done. The brand could
explore ways to reduce its carbon footprint, use more sustainable materials,
and ensure that its supply chain is free from unethical practices.
 Offer more inclusive sizing: Customers appreciate inclusive sizing options.
By offering a wider range of sizes, the brand could appeal to a larger audience
and show its commitment to inclusivity.
 Collaborate with other brands: Collaborating with other brands can be a
great way to reach new audiences and offer customers unique products. Calvin
Klein could explore collaborations with other fashion or lifestyle brands to
create limited-edition collections or exclusive products.
 Provide exceptional customer service: Exceptional customer service can
help build loyalty and repeat customers. Calvin Klein should focus on
providing prompt and friendly customer service, easy returns and exchanges,
and clear communication with customers.

FOR CALVIN KLEIN CUSTOMERS:

 Choose products that fit your personal style: Calvin Klein offers a wide
range of products, so it's important to choose items that fit your personal style
and needs.
 Take advantage of sales and discounts: Calvin Klein often offers sales and
discounts on its products, so be sure to keep an eye out for these opportunities.
Sign up for the brand's email newsletter or follow its social media accounts to
stay up-to-date on the latest promotions.
 Consider sustainability: If you're concerned about the impact of your
purchases on the environment and society, look for Calvin Klein products that
are made with sustainable materials and ethical practices.
  Check sizing charts: Calvin Klein offers a range of sizes, but it's important to
check the brand's sizing charts before making a purchase. This can help ensure
that you choose the right size and avoid the hassle of returns or exchanges.
Take care of your products: Calvin Klein products are known for their quality
and durability, but they still require proper care to ensure they last. Follow the
care instructions on the label and store your products properly to keep them in
good condition.

Here are some suggestions for the Calvin Klein brand to improve customer
satisfaction:
 Offer personalized experiences: Customers appreciate personalized
experiences that make them feel valued. Calvin Klein could offer personalized
recommendations based on a customer's purchase history or preferences, or
offer customized products that allow customers to design their own items.
 Provide clear communication: Clear communication is essential for building
trust with customers. Calvin Klein should ensure that product descriptions,
pricing, and shipping information are clear and easy to understand, and
provide timely and accurate updates on the status of orders.
 Offer easy returns and exchanges: Customers appreciate a hassle-free return
and exchange process. Calvin Klein should offer a simple and straightforward
returns policy, with free return shipping and easy exchanges.
 Provide exceptional customer service: Exceptional customer service can
help build loyalty and repeat customers. Calvin Klein should focus on
providing prompt and friendly customer service, with knowledgeable
representatives who can answer questions and resolve issues.
Solicit feedback and act on it: Customer feedback can provide valuable insights into
what customers want and need. Calvin Klein should actively solicit feedback from
customers and use it to improve products and services, and address any issues or
concerns.
6.3 CONCLUSION
Calvin Klein is a well-established fashion brand with a rich history and iconic designs
that have influenced the fashion industry for decades.
The brand has a distinctive minimalist, modern, and sophisticated aesthetic that is
reflected in its product offerings and visual identity.
Calvin Klein has diversified its product range to include clothing, fragrances,
accessories, and home furnishings, and has collaborated with celebrities and designers
to expand its reach and appeal.
The brand has faced some challenges in recent years, including declining sales and
controversy over advertising campaigns, but has continued to innovate and evolve to
stay relevant in a competitive market.
Calvin Klein has a strong focus on sustainability and ethical practices, and is
committed to reducing its environmental impact and promoting social responsibility.
The brand's target audience includes fashion-forward, urban consumers who value
quality, style, and individuality.
Calvin Klein is a highly successful and influential fashion brand that has made a
significant impact on the industry. From its minimalist and modern designs to its
iconic advertising campaigns, Calvin Klein has established itself as a leader in fashion
and pop culture.
The brand's evolution over the years, from its founding in 1968 to its current offerings,
has been marked by innovative and boundary-pushing designs, as well as strategic
marketing and advertising efforts. Calvin Klein's product lines, which now include
clothing, fragrances, accessories, and home furnishings, have all contributed to the
brand's reputation for quality and style.
While Calvin Klein has faced challenges in recent years, including declining sales and
criticism of its advertising campaigns, the brand has shown resilience and adaptability.
With new creative directors and strategies aimed at reaching a younger, more diverse
audience, Calvin Klein is poised to continue its legacy of excellence and innovation.
In conclusion, Calvin Klein remains a respected and influential fashion brand that has
had a significant impact on the industry, and continues to evolve and adapt to meet the
changing needs and preferences of its customers.
LIMITATIONS OF THE STUDY
When conducting a study of the Calvin Klein brand, some potential limitations to
consider might include:
 Availability of information: Depending on the scope of your study, you may find
that certain information about the brand is difficult to access or not publicly available.
For example, financial data or details about the brand's supply chain may be
proprietary or confidential.
 Bias: When analyzing the brand's marketing and advertising strategies, it's
important to be aware of potential biases or subjective interpretations. Ad campaigns
or collaborations with celebrities, for example, may be controversial or polarizing,
and different audiences may perceive them differently.
 Generalizability: While the Calvin Klein brand has a global reach, its appeal and
impact may vary across different regions or cultures. Your study may not be
generalizable to all audiences or markets, and findings may need to be contextualized
accordingly.
 Time frame: Brands evolve over time, and your study may be limited by the
specific time frame you choose to focus on. For example, if you only examine the
brand's recent strategies and initiatives, you may miss important historical context or
long-term trends.
 External factors: The performance and perception of the Calvin Klein brand
may be influenced by a range of external factors, such as economic conditions,
cultural trends, or industry disruptions. Your study may not be able to fully account
for these factors or their impact on the brand.
BIBLOGRAPHY
 Paul Jaworski, Stefan, and Don Fosher. "National brand identity & its effect on
corporate brands: The national brand effect (NBE)." Multinational Business
Review 11.2 (2003): 99-113.

 Stankeviciute, Rasa, and Jonas Hoffmann. "The impact of brand extension on the
parent luxury fashion brand: The cases of Giorgio Armani, Calvin Klein and
Jimmy Choo. A retrospective commentary." Journal of Global Fashion
Marketing 11.1 (2020): 90-97.

 Westhuizen, Janis. "Marketing the ‘Rainbow Nation’: The Power of the South
African Music, Film and Sport Industry." Africa’s challenge to international
relations theory (2001): 64-81.

 bock, shana. a content analysis of calvin klein jean advertisements in relationship

to consumers' purchase intentions through a qualitative and quantitative approach.
west virginia university, 2003.

 chu, shu-chuan. "viral advertising in social media: participation in facebook

groups and responses among college-aged users." journal of interactive
advertising 12.1 (2011): 30-43.

 sandhu, khushraj singh, and t. y. b. a. f. student. "impact of advertisment on

consumer buying behavior." dr. kg dawani (2021): 54.

 stankeviciute, rasa, and jonas hoffmann. "the impact of brand extension on the
parent luxury fashion brand: the cases of giorgio armani, calvin klein and jimmy
choo. a retrospective commentary." journal of global fashion marketing 11.1
(2020): 90-97.

 Aureliano-Silva, Leonardo, Suzane Strehlau, and Vivian Strehlau. "The

relationship between brand attachment and consumers' emotional well-
being." Journal of Relationship Marketing 17.1 (2018): 1-16.
 Choi, Tsan-Ming, et al. "Fast fashion sales forecasting with limited data and
time." Decision Support Systems 59 (2014): 84-92.

 Thakur, Anand, and Rupinderdeep Kaur. "Relationship between self-concept and

attitudinal brand loyalty in luxury fashion purchase: A study of selected global
brands on the Indian market." Management: journal of contemporary
management issues 20.2 (2015): 163-180.

 Lahtinen, Emmi. "Employee Motivation and Incentives in Retail Business: Case

Company Calvin Klein Outlet." (2020).

 S. K. (2010). The Comparative Study on the Extension Brands of Fashion

Industry-DKNY, Ak Calvin Klein, it Michaa, O'2nd. Journal of Fashion Business,
14(3), 97-115.
QUESTIONNAIRE

NAME
AGE*
18 TO 25
26 TO 30
31 TO 35
36 TO 40
GENDER*
MALE
FEMALE
Prefer not to say
1) What is your occupation*
Student
Employee
Business
Other
2) What is your monthly income ?*
5k To 10k
10k To 15k
15k To 30k
More than 30k
3) Do you buy only branded cloths*
Yes
No
4) Which is your favorite cloths brand ? *
H&M
CALVIN KLEIN
LEVIS
LEE
5) What kind of product do you buy from Calvin Klein *
cloths
caps
watches
shoes
6) Why do you buy Calvin Klein cloths*
Brand name
Design
Quality
7) Are you a loyal customer to Calvin Klein brand *
Yes
No
8) How much money do you spend on buying Calvin Klein cloths*
Less than 2000
2000-3000
3000-5000
More than 5000
9) How long have you been buying Calvin Klein brand*
Less than 1 year
1-2 years
2-5 years
More than 5 years
10) When was the last time you buy the Calvin Klein cloths ?*
Last week
Last month
Last 3 month
Longer than 3 month
11) How do you know about Calvin Klein brand*
Advertisement
Friends
News paper
Family
12) Are you easily attract by advertisement of brand ?*
Yes
No
13) From where do you buy Calvin Klein cloths ?*
Online
Stores
Malls
14) How do you understand that this is a Calvin Klein brand ?*
Name
Labeling
Symbol
15) How many Calvin Klein brand store, can you recall around you ?*
1-3
3-6
6-10
above 10
16) Will you stick to the same brand, if there price is increase ?*
Yes
No
Maybe
17) What kind of image do you have about Calvin Klein brand ?*
Impressive
Not so impressive
18) Which of the following policy of Calvin Klein affect your selection ?*
discount policy
promotional policy
19) Which of the following, according to you help in build a brand image ?*
Quality
Good service
Discount
other
20) Does the brand image of Calvin Klein affect the buying of your decision ?*
Always
Sometime
Rarely
Never
21) How much conscious are you about the Calvin Klein brand ?*
Very
Moderately
Not so much
Not at all
22) What was your opinion toward the Calvin Klein brand ?*
High
Medium
Low
23) Are you satisfied with Calvin Klein brand ?*
Yes
No
Maybe