Calvin Klein Jeans returns to basics

Calvin Klein Jeans is out with its spring/summer collection and is all set to enthrall customers with vibrant colors, new fits and designs. Following the successful introduction of Calvin Klein Jeans Body in fall 2009, the brand has introduced an extension of the same line for spring/summer 2010.

The Calvin Klein Jeans Body denim was uniquely designed for a more contoured, shape-enhancing fit. This season, the brand has taken the same line forward but each piece has been treated in clean, translucent washes and enriched surface treatments in shades of white, ozone, and cloud. Shiraz Bhavnani, Senior Marketing and Communications Manager, Calvin Klein Jeans and Underwear, Brand Marketing India explains, “For this season, we focused on creating jeans with new technical advancements. We also incorporated a new, high density lycra that is specifically designed to enhance the body. The line is focused on clean, paired down, sexy denims. There is a very cool range of white and subtle washes, which are executed on really functional, lightweight fabrics that are perfect for the season.”

A new five pocket rolled body denim short, designed with a lean, slim silhouette, will also be introduced. Bhavnani says, “For men, the surplus is the highlight while for women, it’s all about a boy fit. The skinny jeans paired with a bold geometric patterned T-shirt in tissue and feather weights are the new look this season. Calvin Klein Jeans Body is now available in two new core washes: white and light blue enzyme.”

The launch of Calvin Klein Jeans Body denim also signals a return to the basics for the brand. Bhavnani says, “Over the past few years, denim has been heavily distressed, cut, washed, and styled. This offering is really about classic, comfortable, great-fitting jeans. Also, our buying process across different geographies is detailed so that enough emphasis is paid to each style. Therefore, the preferred size is selected and ordered keeping the style concerned and the Indian customer in mind.” Given the regional diversity that exists in India the brand customizes the buy to the extent that each of their stores in the north, west and south receive sizes fast selling in that region.

However, being an American brand, the company does not like to develop an India specific range. “This is because all our products fit an American or European customer and the Indian consumer is similar in shape. Our philosophy is to maintain one global identity while incorporating regional specialization. At the same time, the Calvin Klein jeans line available in India has some exclusive products designed especially for the Indian consumer,” says Bhavnani.

Currently, they have 25 stores in cities like Mumbai, Delhi-NCR, Bangalore, Hyderabad, Pune, Chennai, Chandigarh, Jalandhar, Amritsar, Ludhiana, among others. Brand Marketing India (BMI) is the holding company for Calvin Klein Jeans, Calvin Klein Underwear and French Connection in India. Within a short span of over two years, BMI has opened over 100 points of sales across 13 cities.