Things have really changed at Calvin Klein, and now under the umbrella of Phillips-Van Heusen (PVH) a new brand called CK One would be launched. It is named after their famous gender neutral cologne, CK One. CK One underwear will hit by next spring, and so shall jeans, swimsuits and shorts.
CK has a stable base though, and the new brand may not receive a lukewarm response, despite dismal sales generally. Thanks to almost naked guys and girls, you could also be sure that a lot of people would want to check out these clothes. ck one intends to “cultivate a younger, fashion-conscious male and female consumer.”
This serious brand positioning will appeal to those who have just begun to spend money on fashion and the age group includes 16-28. This is the age group that may not have the money to buy haute-couture, but are interested enough to buy something that comes with the name of Calvin Klein. Label hungry younger crowd will surely lap it all up, and CK no matter what will make enough sales to pay up those semi-naked models and still be one of the most affluent brands.