Calvin Klein China opens lifestyle store in Shanghai
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Calvin Klein China has opened a multibrand lifestyle store in Raffles City Shanghai.
A wholly owned subsidiary of PVH, Calvin Klein has simultaneously opened a similar store in Düsseldorf, Germany.
Shanghai’s two-storey store offers men’s and women’s CK Calvin Klein, Calvin Klein Jeans, Calvin Klein Underwear and Calvin Klein Performance apparel and accessories.
Its design concept communicates the brand’s minimal, modern aesthetic with added colour and sumptuous materials to enhance the consumer experience, says the company. Cobalt-blue curtains frame the entrance, while geometric rugs in soft pink offset the grey concrete. Kvadrat/Raf Simons fabric is used throughout as well as Utrecht chairs by Gerrit Thomas Rietveld.
Oversized silhouette cut-out images of models in the brand’s latest styles hang from the ceiling.
Digital technology offers a personalised shopping experience. Interactive video and denim-fit guide walls enable customers to browse and try on items featured in the brand’s current campaign.
An interactive video table invites customers to explore the brand on a deeper level via newspaper, magazine and online articles about the brand, key milestones, runway show videos and events, as well as the official Calvin Klein social-media platforms.
“As we continue to focus on expanding Calvin Klein’s global footprint, it is our objective to bring a best-in-class retail experience to key markets and shopping destinations,” says CEO Steve Shiffman.
Founded in 1968 by the designer and his business partner Barry Schwartz, the brand’s global retail sales exceeded $8 billion in more than 110 countries last year.
Owner PVH also has such brands as Speedo, Tommy Hilfiger, Van Heusen and Warner’s in its portfolio.
Questions & Answers
Q.Which other Calvin Klein store opened at the same time as the Shanghai branch?
Which other Calvin Klein store opened at the same time as the Shanghai branch?
Calvin Klein simultaneously opened a similar multibrand lifestyle store in Düsseldorf, Germany. This indicates a broader expansion strategy beyond just the Chinese market.
Q.What specific Calvin Klein product lines are available in the new Shanghai store?
What specific Calvin Klein product lines are available in the new Shanghai store?
The two-storey Shanghai store offers men’s and women’s CK Calvin Klein, Calvin Klein Jeans, Calvin Klein Underwear, and Calvin Klein Performance apparel and accessories. This provides a comprehensive offering for customers.
Q.What digital features enhance the customer experience in the new Shanghai store?
What digital features enhance the customer experience in the new Shanghai store?
Digital technology provides a personalised shopping experience through interactive video and denim-fit guide walls. An interactive video table also allows customers to explore the brand's history, campaigns, and social media content.
Q.Which other well-known brands are owned by Calvin Klein's parent company, PVH?
Which other well-known brands are owned by Calvin Klein's parent company, PVH?
Calvin Klein's owner, PVH, also has brands such as Speedo, Tommy Hilfiger, Van Heusen, and Warner’s in its portfolio. This highlights the parent company's diverse range of fashion and apparel brands.
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