Calvin Klein plans to further develop its e-commerce presence
Calvin Klein is taking a local approach to its e-commerce business. As part of its substantive work on all of its lines since acquiring Warnaco, Calvin Klein’s management is also reshuffling the deck in terms of its online presence.
The company has announced plans for country-specific sites in 20 markets by 2016. "This launch reflects our commitment to reinforce the Calvin Klein brand identity across the globe, while also creating a personalized shopping experience within each individual market," said the brand’s CEO, Steve Shiffman. "Through meticulous consideration of consumer behavior, user experience and regional merchandising, we have positioned our e-commerce sites to serve as the focal point of the consumer’s interaction with the brand – all while maintaining the integrity of a universal message and aesthetic."
The project is already well underway. The US site has been upgraded, presenting its full range of lines and categories for men, women and children. The North American and South American websites have been reviewed. In Europe, 14 markets have their own sites: Austria, Belgium, Denmark, Finland, France, Germany, Italy, Ireland, Luxembourg, Netherlands, Poland, Spain, Sweden and the United Kingdom.
The next phase of the global plans concerns Asia. Local websites will start to be developed in the coming months and work on them will continue over the next two years.
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