Calvin Klein redefining jeans fashion in India

Calvin Klein, a wholly owned subsidiary of Phillips-Van Heusen Corporation, the well-known denim wear brand, unveiled their fall 2010 global ad campaigns for Calvin Klein collection, ck Calvin Klein and Calvin Klein Jeans.

These will each be seen in a mix of media around the world later this fall.

  Model Lara Stone considered as one of the most high profile models today has been featured exclusively in each of the Calvin Klein Collection global advertising campaigns. The bold black and white imagery features the brands’ latest introduction, Calvin Klein Jeans X, a new jean engineered to enhance and maximize aesthetics in a sultry way, with a lean and slim silhouette.

Shiraz Bhavnani, Senior Marketing and Communication Manager, Calvin Klein Jeans (India) says, “Technological, clean yet sexy is what this fall’s Calvin Klein X Jeans are all about. The fits are improved design engineered to enhance and maximize aesthetics in a sultry way. The new ultra skinny and narrow leg for men and women have been designed for a lean, slim silhouette.” The rear pocket treatments for men incorporates a new gel compound that adheres to the denim and creates a three dimensional Omega. For women, a new Omega stitched pocket has been hand sanded. Gold hardware can be found in the buttons, tone rivets, and front belt loop to compliment features. The fabrics used are new clean technology stretch denims to retain shape for a smooth and slimmer look, even after repeated washing and wearing. This season offers colors in medium to dark indigo washes and black, with gold painted highlights throughout.

CK, primarily came to India two years ago. Brand Marketing India (BMI) is the holding company for the Calvin Klein Jeans, Calvin Klein Underwear and French Connection businesses in India. So does CK Jeans make India specific range to be closer to the consumers fits style and preference? “All of 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,” she elucidates. In fact, the Calvin Klein Jeans line available in India has some exclusive products designed especially for the Indian consumer. Also their buying process across different geographies is detailed so that enough emphasis is paid to each style and 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, we customize the buy to the extent that each of our stores in the north, west and south receive sizes fast selling in that region,” Bhavnani adds.

Calvin Klein Jeans is currently present in select Shoppers Stop, Lifestyle and Kapsons malls. They have 25 stores in Mumbai, Delhi-NCR, Bangalore, Hyderabad, Pune, Chennai, Chandigarh, Jalandhar, Amritsar, Ludhiana, among others. They are looking at further expansion into existing and new markets.