Brand inventory

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Kaplan University *

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3020

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Marketing

Date

Nov 24, 2024

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docx

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Uploaded by wambnziok

Hi everyone, today I will be sharing the Brand inventory of Calvin Klein Brand Elements The brand Calvin Klein was named after the founder Calvin Richard Klein. The logo of Calvin Kein is an abbreviation of its name, that is CK. The logo used three colors: black, grey, and white. The slogan of Calvin Klein is “You want to know what comes in between me and my Calvins? Nothing.” Some of the most notable models who are associated with the brand include Justin Beiber, Asap Rocky, Shawn Mendes, Kendall Jenner, Kim Kardashian and Lara Stone. The shopping bags that are used to package Calvin Klein products use neutral colors such as gray and black in order to adhere to the CK style. Some of the most important trademarks by Calvin Klein include the CK slogan, Calvin and CK one shock. Calvin Klein Product Category Calvin Klein Sport Calvin Klein Jeans Calvin Klein Home The Khaki Collection Calvin Klein Golf Calvin Klein Underwear CK one Lifestyle brand Calvin Klein Watches + Jewelry Product related attributes 1) Calvin Klein Platinum: the products in this category are clean, sexy and modern. 2) Calvin Klein Jeans: The jeans are regarded as youthful and provocative. 3) Calvin Klein Underwear: The underwear category is regarded as sensuous, modern and body conscious. 4) Calvin Klein Watches and Jewellery: The products are minimal, modern, and precise. 5) Calvin Klein Fragrances: These are intriguing, evocative and mysterious. Pricing Strategies used by Calvin Klein 1) Penetration pricing- Calvin Klein uses penetration pricing in order to attract new customers to new products. This is done to create awareness of the product and introduce it to customers. Although this type of pricing might hurt revenues, it leads to increased sales. 2) Competition pricing: This type of pricing is based on what the competitors are charged. This method of pricing is adopted when a product has been in the market for long and there are many substitutes.

3) Product Line pricing: This strategy is used to sell products based on the features and benefits. For example, the platinum label is highly priced compared to other product lines. Distribution Calvin Klein products are distributed through wholesale and retail partners in over 2700 locations. These partners are found in over 2000 locations throughout the world. Some of the partners include physical brick and mortar stores as well as e-commerce sites such as Amazon. Promotion of Calvin Klein Products The main mode of marketing Calvin Klein products includes the use of social media and influencers, advertising on television, personal selling and sales campaigns. Additionally, the brand symbol has been used to establish a strong relationship with the customers who hold Calvin Klein in high regards.

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Brand inventory

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