QUESTION
– Create a risqué advertising campaign that is aligned with Calvin Klein’s (CK) previous daring campaigns.
-Target a niche market segment; premium priced fashionable comfortable swimwear that can double as underwear
– Create a stronger brand loyalty by increasing 10% of CK fans number (loyalty card members)
– Target market of 18-30 year olds. The classic look of the swimwear will appeal to this large target market and beyond.
Communication Objectives:
– Bring out a new range of swimwear that’s comfortable enough to wear as underwear.
– Create a need for comfortable CK swimwear range
– Position swimwear as high quality
Sales Objectives:
-To obtain sales at least 50,000 units per month and increases profit by 30% in three years time
1. Calvin Klein’s Marketing Mix:
Calvin Klein is a premium brand company that manufacture a broad range of product offerings from women and men clothes, eyewear, jeans, underwear, furniture, and many more. However in this case, the project team will focus on swimwear as the main product with aim to create a new trend or awareness that swimwear can also be used as comfortable as underwear. At the same time, it offers an emotion or feeling of proud, relaxing, and confident when people wear CK’s swimwear.
1.1 Product:
Calvin Klein as a premium brand with good quality product will try to launch the new swimwear that can also be sold as underwear. This type of product has not been launched in any markets. Yet, some people wear Speedo “a world best swim brand” as their underwear. More in-depth analysis will be provided in later stage. As for Calvin Klein new swimwear product, it will differentiate itself from the competitor by offering high quality, nice looking swimwear, and confident feeling to mass market. This new product will also focus on developing a sustainable environment by utilizing recycle polyester yarn to create an eco friendly product.
http://www.wearewhatwedo.org.au/actions/view/775/
http://www.nowpublic.com/environment/bikinis-and-swimwear-made-100-percent-recycled-polyester
1.2 Price
Since Calvin Klein has been categorized in premium brand category, the price skimming technique will be used to promote and introduce this product into mass market. This pricing strategy focuses on entering market with premium price in a relatively short time and decrease the price to attract price sensitive segment. Although the product is elastic which means small increase in the price will lead to huge losses in demand, the advantage of price skimming will allow the company to absorb as much as consumer surplus they could.
Pashigian, P. 1998, Price Theory and Applications (2ed.), New York: The McGraw-Hill Companies, p. 445-481
1.3 Promotion
The promotion technique that will be used to promote or create an awareness of this new product is such as advertisement, direct marketing, internet marketing, sales promotion, and personal selling. By integrating all these marketing communications, it will assist the project team to achieve clarity, consistency, and maximum communication impact. For example, by focusing on word of mouth and social networks, people become more aware of the new product. As a result, they will search for more information, visiting the nearby store to try feel and touch, or may even purchase the new product.
Reference: IMC lec notes: The promotional Mix
1.4 Place
The new swimwear product will be available through different channel such as direct distributors, specialist store and department stores. First, direct distributor is the subsidiaries stores of Calvin Klein itself. Secondly, the other channel distribution is specialist store that specialize themselves on selling specific goods with broad variety. This includes stores that exclusively sell sport equipments, underwear, and fashion goods such as, rebel sport, General Pants co. and Billabong. Lastly, department stores such as David Jones and Myer will also be employed to offer customer the convenient in finding the product.
http://www.wisegeek.com/what-is-a-specialty-store.htm
2. SWOT ANALYSIS
SWOT Analysis evaluates the strengths, weaknesses, opportunities, and threats that a brand may face.
STRENGTHS
– All the apparel products are under licensed agreement
– Strong company philosophy and statement
– Cater a wide variety of products
– In person, Calvin Klein is also known for his minimalistic styles, which now becomes a strong selling point
– Also owns Bras.com and Underwear.com which broadens its accessibility
– Great use of advertising ; celebrity endorsement (most of the models in Calvin Klein advertisement took their career off after modelling for the CK brand)
– Strong brand image and consumer awareness
– Huge loyal customer base
– Strategic locations (include an ease access through online store) WEAKNESSES
– Advertising (the biggest strength but also the greatest weakness). Risqué advertisement create controversy and turned away some potential buyers
– The advertisement itself promoted a bad image for the brand
– Conservative design
– Plain interior design
– Sustainable goods
– Price range for variety products
OPPORTUNITIES
– Embedding sustainability in apparel business , which helps in extending operations into Europe and Asia making them an international brand (Articles Base, The Financial Times Limited)
– Introducing various types of clothing which fit individual shape of different body types THREATS
– Competition (include Ralph Lauren, Tommy Hilfiger, Armani, Lacoste, and Levi’s)
– Economic instability
– Employee turnover
– Licensing disagreements
NOTE:
Weaknesses
For example, the 1995 scandal involved a low budgeted commercial advertisement which included you males and females dressed to the bare minimum posing provocatively while being asked uncomfortable questions (Jiffy Notes). In 1999 another campaign scandal evolved where three ads were published for Calvin Klein’s Children’s Underwear line, and the children in the photographs wore only Calvin Klein undergarments (Media Awareness Network). The FBI investigated whether or not child pornography laws were violated in both instances. “In the United States, five criteria are used in determining pornographic images: focusing on the genital area, showing unnatural poses, depicting children as sex objects, implying that children are willing to engage in sex, and suggestive settings,”
(Media Awareness Network.) Both campaigns were pulled so that no legal actions would be
taken (Media Awareness Network, Jiffy Notes).
Opportunities
For Fall 2010, the new jean collection will be introduced called X Denim. The collection is said to be “sexy with improved design to enhance and maximize aesthetics in a sultry way.”(Apparel Trends and Fashion Forecasting) “The jeans are uniquely designed for a more contoured shape enhancing fit and ultra skinny and narrow leg.” (Apparel Trends and Fashion Forecasting) Calvin Klein has taken this opportunity to market to fit individual shape of different body types.
3. External Analysis
6.1 Culture
Although standardization of advertising exists for reasons such as remaining consistent with the business’ culture and maintaining a strong image, culture is a strong factor that may affect the degree of advertising’s effectiveness. Taking into consideration international advertising, cultural differences may act as a barrier between the sender and receiver of the message. This is due to the fact that personal values will affect attitudes towards an ad’s appeal, making way the significance for adaption of ads (Kanso & Nelson, 2002).
Defined as “the governing ideas and guiding principles for thought and action in a given society” (Srikandath, 1991), cultural values depicted through advertising can be considered a powerful tool for shaping choices, lifestyles and motivations by members of a culture; consumers. However, Albers-Miller & Gelb (1996, p.57) questions whether or not advertising continues to mirror the same ad towards cultures with predictable differences, suggesting that there is question in its value. Based on their study of eleven countries on international advertising versus cultural dimensions, it was evident that there is in fact a link leading to appeal (Albers-Miller & Gelb, p.66). Therefore it can be concluded that culture will impact campaigns/ads, as campaigns need to reflect the target audience whilst addressing their values.
Moreover, culture stands as a powerful tool for the campaign’s appeal. This is evident through Cheng and Schweitzer’s study of eight cultural values that was depicted in the most dominant ads in US and China, being: individualistic, modern, and youth (1996). Their dominant ads can be revealed as a success factor that was able to appeal to the youth market; their target audience.
For example, Calvin Klein’s iconic 1995 Jeans campaign caused an uproar amidst the public. Despite putting Calvin Klein in the media spotlight, their controversial ads featuring young teenagers provocatively lead to being branded as child pornography. CK eventually dropped the ads when they finally adhered to public pressure, through critics such as The Catholic League, Morality in Media and Agudah Israel of America (Toronto Star, 1995, p.6). A public apology was also published, revealing that what is considered to be culturally unacceptable (which is provocative youngsters in this case), may determine an ad’s appeal and ultimately the company’s goals.
Therefore culture is a major factor that will impact the Calvin Klein campaign, as many are culturally sensitive to the central theme of sex appeal; especially considering CK’s past infamous ads that lead to many scrutinies.
6.2 Technology
Technology has continued to develop throughout the years, creating the possibility of instant access, digital media as well as information access. Company websites can be used as a direct tool companies utilize in order to drive more awareness and direct more traffic that ultimately impacts the bottom line. Although education level, training level and professional level were found to be variables having significant effects on the use of information technology (Mahmood et al, 2001), Mahmood & Burn (2000, p.751) established that there is indeed a link proving that technology directly contributes to end-user satisfaction through its interface, though at a varying degree.
Auerswald (2009, p.553) argues that technological complexity equips a business to make substantial differences in profitability, in which technology and profits. The use of technology in the industrial revolution is able to account for a firm’s profitability as a result of imitation and/or learning. This is evident through the case of British Airway’s website analysis that was able to drive traffic and increase sales. A British airway is heavily focused on ensuring easy navigation and interaction with their site. Utilizing an online service enables the education and servicing of customers, obtainment of information on usage as well as the ability to emphasize on upcoming key trends (PR Newswire, 2001).
With more relevance to Calvin Klein, is the role of technology in the fashion industry. IT enabled digital media effects (the use of digital manipulation through the rise of fashion photography) changes in competitive scope through increasing its ability to coordinate activities worldwide; and accelerates speed of flow in which a database can provide information of the latest trends and of suppliers’ worldwide (Benjamin, 1998, p.13.) Moreover, IT enables networking to decrease distance travel as well as save efficiency costs on outsourcing fabrics and technical services, evident through Porter and Millar’s (1985) proclamation that new information technology is transforming companies’ value chains by expanding their capabilities and is improving companies’ abilities to exploit linkages between activities.
Additionally, the information revolution is creating interrelationships among industries; thus creating the possibility of collaborative product development due to communication technology products. We can take note in Calvin Klein’s television ad featuring Brooke Shields with the tag line “Nothing gets in between me and my Calvins” in the 1980’s. The video went viral, enabling CK to create a position of a category hero and directly affect the bottom line.
Technology can affect the Calvin Klein campaign by increasing technology interface for increased interaction of the advertisements and ultimately end-user satisfaction. The ads can me made accessible worldwide, while their website can be used to manage the traffic to directly contribute to consumer awareness as well as support the sale (easy click through processes will enable quick and easy use, while data collection is possible to analyse the number of users among other quantifiable factors). Additionally, the use of digital media to enhance the photographs to fashion standards can be used in order to pertain the controversial images and capture audiences.
6.3 Economic
Economic behavior is value driven, and varies from individuals within a society. These are dependant on variables of an individual such as their values, beliefs, financial background, economic situation, etc. These variables contribute to differing consumption pattern and preferences (Wang, 1996 & Tai, 1997).
Economic situations can affect the campaign through the direct consumers. Because Calvin Klein is considered a high end product, CK needs to target the appropriate audience using prestige pricing; which cannot always prove to be a stable factor as economic situations are uncontrollable and can directly impact the target market’s behavior. The global financial crisis, for example, is an example that impacted disposable income and required a lifestyle change of many consumers worldwide. The Warnaco Group Inc, the famous maker of CK jeans is a direct case study that can be used to highlight the impact of economic situations. Due to a weakening economy and increasing competitive environment, Warnaco experienced dramatic reductions in demand and its market shares erode. Meanwhile, cash liquidity issues that began to arise had hurt its core license with Calvin Klein jeans and intimate apparel businesses (D’Innocenzio, 2001.)
Economic factors are therefore uncontrollable external factors that can impact CK’s ad campaign. Certain negative economic situations such as recessions for example, may implicate that resources and capabilities for advertising efforts would be limited. Additionally, negative economic factors would also prevents optimistic business prospects; as it did for Warnaco Group (D’Inoocenzio, 2001.), and hinder the successful reach of their target market through use of prestige pricing.
6.4 Demographics
Demographic factors are directly related to culture and economic factors. Certain demographics in certain locations for example are subject to different economic factors (developing countries are more sensitive to poor economic situations and recessions; and/or experience slower growth). Demographics can be defined as “the most recent statistical characteristics of a population” such as gender, age and race. CK would be able to form a demographic profile to direct their integrated communication efforts towards.
Different demographics have varying factors of factors such as cultural sensitivity or values towards sexuality. CK’s risqué ads are an example of ineffective demographic appeal. Although coverage was gained and the brand became reknown, the demographic decoders of the message deemed ads as child porn and too provocative (the Brooke Shields ad). This is also evident as additionally, the infamous campaign failed to translate into sales
Demographic trends are another factor that should be taken into consideration. Described as “the historical changes in demographics in a population over time”, Ryder (1959) describes that trends of values among other factors are a variable of interest. Companies should adapt to change in order to remain current and best reach consumers in delivering an effective/strong message.
Demographics will affect the CK campaign because the key implications of demographics are consumer behavior. CK should realize their target audience, and reach audiences in a way that appeals directly to their personal interests whilst remaining sensitive to their values and culture.
7. Opportunity analysis of Calvin Klein, men’s and women’s underwear
In order to identify Calvin Klein (CK) opportunities, it is necessary to briefly consider its strength. On the one hand, the company created products that appealed to the broader base of customers making glamour affordable but not something exclusive for celebrities. On the other hand, a designer Calvin Klein is believed to be a creative genius of marketing. Even though his provocative advertising campaigns often turn out to be scandals, they always result in a tremendous success.
However, it is my strong conviction that CK controversial campaigns accompanied with FBI investigations on the matter of child pornography contributed to a bad image of the brand. In order to reach out to more conservative customers, the company should invest in the truly American image of the brand by creating, for instance, a new line of women’s and men’s underwear with tiny American flags.
Taking into account that CK has always been revolutionary brand, the company could have invited to front its commercials not only such skinny top models but plumper celebrities, so that an average house-wife could feel that СK underwear was designed for her as well. I assume that such a marketing mix could fit the individual shape of various body types and therefore attract a new section of target audience making CK closer to ordinary people if to compare its stance with the one of its fashion peers.
It cannot be denied that e-commerce can be a prime source of CK future growth. I would suggest that one of possible ways of harnessing contemporary technology is to involve social networks in promoting new collections of underwear. Giving an opportunity for current and potential customers to become a fan on Facebook will unable CK to receive necessary information about shape, type or colours of underwear to flexibly react to customer’s wishes. By means of social networks CK could launch a special campaign aimed at making consumers more brand-conscious in term of CK women’s and men’s underwear that could eventually boost sales of underwear.
8. Budgeting and Promotion
8.1 Objective and Task method
Communication:
-Bring out a new range of swimwear that’s comfortable enough to wear as underwear
-Create a need for comfortable CK swimwear range
– Position swimwear as high quality product
Marketing:
– Create a risqué advertising campaign that is aligned with Calvin Klein’s (CK) previous daring campaigns.
-Target a niche market segment; premium priced fashionable comfortable swimwear that can double as underwear
– Create a stronger brand loyalty by increasing 10% of CK fans number (loyalty card members)
– Target market of 18-30 year olds. The classic look of the swimwear will appeal to this large target market and beyond.
Sales:
-To obtain sales at least 50,000 units per month and increases profit by 30% at the end of year 3
8.2 How to achieve these objectives:
-Advertising (Television):
The use of this tool will help increase awareness in society and also maintain high brand recognition in consumer mind. Introducing the CK swimwear to a mass market is one of many ways to attract the market attention especially both male and female fashion conscious, city and beach dwellers, brand loyal and the younger demographic 18- 30 years old with high disposable income. The use of model as an endorser will also aim to create a need or preference in consumer mind.
-Advertising (Magazine):
It is essential to have the new CK swimwear show up in the fashion magazine. As most of early adopters are fashionable people, the new CK swimwear which not only offer a comfort but also fashionable look and design will buzz this particular niche market.
-Interactive Media/ Internet:
The development of advanced technology has allowed society to do everything through online media, and thus led to dramatic growth of communication on Internet. By utilizing internet as promotional tool, this media will create a need and provide rational appeal to the consumer about the new CK swimwear product. Furthermore, it also further promotes the new CK swimwear on an international playing field and may create a demand from overseas market. The younger demographic is the main target market by employing this promotional tool as they have the tendency to go online for information about products and trends.
-Direct Marketing (Phamplets):
By communicating directly with existing loyalty club members through mail, this tool will encourage consumer to purchase directly from both manufacturer and subsidiaries stores. It is very useful to encourage brand loyalty and purchasing of the new CK swimwear line. This may increase awareness of the new product and may shift consumer to a higher level of purchase behaviour.
-Personal selling:
In this tool, our team project aim to achieve a professional look by providing each CK’s stores with a salesperson that is highly knowledgeable regarding the new CK swimwear. To create a sense of the premium brand, the store will be re-designed to create a sense of luxury that encourages the belief of a quality product, and attracts fashionable high income earners to the store.
-Sales Promotion (Loyalty Program):
It is intended to increase brand loyalty consumer and engage them to participate in any CK events or campaign. The loyalty program will also focus on mentioning a sustainable product that is made from 100% recycle products as the main basis
-Publicity (Sponsorship):
To grab more attention for CK swimwear being unique and fashionable underwear, the project team agrees that sponsorship of fashion events will help to promote the new CK swimwear further.
The integration of these promotional tools will help in achieving a maximum communication impact to inform about the new CK swimwear to consumers. The careful planning of creative idea in the next stage will determine the effectiveness each of these tools.
8.3 Three years payout plan ($ Millions) in Sydney, Australia
The total of NSW population (2010): 7,272,200
http://www.abs.gov.au/ausstats/abs@.nsf/mf/3101.0
Year 1 Year 2 Year 3
Product Sales 300,000 400,000 800,000
Profit Contribution ($50/unit) 1.5 2 4
Advertising/Promotion 2.5 2 2
Profit (loss) (1) 0 2
Cumulative profit (loss) (1) (1) 0.5
8.4 Promotional Budget Plan
Tactic When Production Cost($) Media Cost($) Total Cost($)
Television (ATN 7 & TVQ 10) Monthly $300,000 $927,000 $1,227,000
Magazine (Mens Health, CLEO & Cosmopolitan) Monthly $100,000 $29,883 $129.883
Direct mail pamphlets Monthly on Friday $5,000 – $5000
Personal Selling Always available $500,000 – $500,000
Internet (Yahoo & MSN) Weekly $25,000 $6,720 $31,720
Sales Promotion (Loyalty Program) During Launch of the product $25,000 $ 5000 $30,000
Publicity (Sponsorship) Rosemount Australian Fashion Week $76,397 $76,397
Contingency $500,000
Total $2,000,000
9. Target Audience
9.1 Market segmentation
Calvin Klein has an existing loyal target market. We want to capture this existing market, and also encourage more purchasing frequency. Our multi-use new product will attract a larger segment as those who have not yet bought the underwear due to the premium price will be more likely to consider the swimwear, as it has two functions and in their minds it provides more value.
The main segment we are targeting in the launch campaign is:
– 21-30 year olds males and females
– With high disposable income
– Fashion and trend conscious
– Sydney’s inner city, metropolitan dwellers, as well as coastal areas such as the northern beaches
Targeting
Our swimwear is for both males and females. By targeting a specific small target market for the launch campaign, which includes the existing brand loyals, and those with a high disposable income. In the attempt to encourage a word of mouth buzz surrounding the new range. This will encourage those outside the premium segment to desire and buy the product.
Positioning
The swimwear range will be positioned using price/quality characteristics. The product will give wearers a sense of prestige and style, which will filter down through followers of trends and the early majority.
Demographic factors
The Campaign will target generation Y (21-30 year olds), which is the same as previous CK campaigns. However, it has been observed that this tactic encourages purchases by younger, and much older consumers.
Geographic factors
As the launch involves events in Sydney, the first specific geographic area to target will be coastal and Sydney city metropolitan dwellers.
Economic factors
Premium pricing will be used to emphasize quality and brand prestige. This will make it an aspiration purchase.
The Australian economy is fairly strong at the moment of launch, however in the turbulent times of late it is important to market the brand so there is continuous demand. CK swimwear should have a lipstick effect where people will splurge on little luxury items, instead of buying new couches, cars and houses. Management can use this converse reaction to help market the range during economic downturn with a slogan such as “life’s little luxuries”
Socioeconomic factors
CK swimwear will target business people in high paying jobs who do not have much spare time. This product could be seen as a convenience, if they had a company gym pool to use at lunch break, or lived near the beach for an early morning swim before work.
Cultural factors
Australia is a very multicultural society. A threat may be that some religions prohibit the exposure of much skin. However CK swimwear (barely there) will actually use the multicultural aspect to its advantage as the swimwear style, (briefs and brassiere-like bikinis) is fashionable in Europe. This will further add to the trend-focused image, as Europe is known for its current fashion.
10. Creative Strategy
Copy platform
10.1 Basic issue to be addressed
This is a new range for CK; it is a dual use fashion product that doubles as both comfortable swimwear and also undergarments. Because a product has not been designed like this before it’s important to make the target market feel a need for the product. This will be done through making a fashion statement for those who are fashion-conscious, and also show the practicality of the swimwear, by not having to get changed to feel comfortable when leaving the beach/pool.
10.2 Objectives
– To encourage purchase by existing brand loyal and to build on CK’s existing online loyalty club (Preferred Program)
– Increasing members by 10% in the first year
– Create events in Sydney’s CBD, and beach locations to promote the product and give intangible and tangible cues about the brand prestige.
– Position the range as a premium quality product
10.3 Target Audience
18-30 year olds, with high disposable income, fashion conscious, city and beach dwellers.
10.4 Major selling idea
A swimwear range that is comfortable to wear to and from the beach/pool, as well as the possibility of wearing it just as underwear.
10.5 Supporting information
Retailers will be highly informed about the features of the product, and will also have skilled friendly salespeople at each event to further supply potential customers with information.
10.6 Advertising execution
Loyalty Club members:
Communicate the new product directly with loyalty club member’s online and through emails, also to encourage more loyalty in store with discounts on the swimwear when underwear is also purchased. This will encourage a quick uptake of the new product with existing customers.
When customers join the members club they will receive guides to ’what’s hot’ in Sydney. They will also receive discounts on future purchases and exclusive sneak peeks at new ranges. This online community will allow for personally tailored marketing from customer details collected. A chat room will create prestige as each member moves up their rating by getting points from purchases, attending Calvin Klein parties and runway shows and interacting with the chat rooms.
Personal selling:
In store sales people will help with presenting information, as well as helping find a perfect fit for individuals, this will create a sense of the premium quality.
Events:
Hold events in premium locations such as nightclubs (Ivy) in Sydney where models will be used to show the new range and salespeople are there to sell the products to the elite customers who attend.
Create a buzz with the general public, and offer another purchase opportunity by hosting CK swimwear fashion shows on the beaches of Sydney.
Print advertising:
Using whole page advertising in magazines such as Cosmopolitan and Men’s Health.
Television
Short commercials in black and white, with no script and just the CK brand in the corner. To promote the prestige of the brand television advertising is important, as it is commonly known by consumers that it is a highly priced advertising form.
Slogan: ck
Draft advertisement
Online:
Draft designs have been made for the online community webpage, which includes the headings of ‘What’s hot’ and ‘let’s chat’. The new swimwear range will be promoted on the webpage using images and links to learn more, and shop online for the range.
Magazine print:
The print magazine advertisement has also been discussed, however will need to employ photographers and models to put the plan into action. The advertisement will include two consecutive full page pictures. The first page will be of a fashionable business woman/man (depending on the audience of each magazine) in a recognizable Sydney street, such as Pitt Street. They will stand out from the crowd as fashionable, and important, they will be wearing a business suit. The following page will be the same model, however the city street is replaced by a beach such as Bondi and their attire will be the new swimwear range, and however they will be in a very similar body position. The slogan ‘barely there’ will link to the previous photo and make the viewer realize they were wearing the swimwear under their business clothing and emphasize how functional, versatile and comfortable the range is.
SOLUTION
Customer Analysis for Calvin Klein underwear cum swimwear brand
Consumer Analysis is the key aspect of any marketing activity and it involves evaluation and examination of the characteristics, needs, and purchasing process of any consumer. Rest all the planning of marketing segmentation depends on customer analysis only.
The customer analysis shows that the target customer of Calvin Klein’s new underwear cum swimwear brand is “19 to 30 years” old and loves modern fashion forward products (Warnaco Group, Inc.).With the risqué advertising the most influenced section is the youth and teenage who want to gain popularity by wearing the controversial Calvin Klein’s new launch underwear’s. The youth and the teenagers are always vying for attention anywhere in the world so they can be easily targeted through scandalous advertising. The second target customer for this brand could be the modern and high-tech professionals who do not want to spend their time in changing clothes all the time, so they would love to save upon their changing time by buying this exclusive product. As they can enjoy their swimming session and then they do not have to spend time in changing underwear and just wear their informal suits and rush to the office.
In the case of teens as well as the office going professional they themselves are the buying decision makers. Teens get enough pocket money to spend on “little luxuries” and the earning potential of the working professionals is unquestionable.
IN case of teenagers they want to flaunt the most phenomenal and comfortable under garments which make them feel trendy and chic amongst the whole friend circle. If Calvin Klein can enhance their hip, rebellious and trendy image at a fair price they are more than willing to buy it. Since they are health and figure conscious so they go for regular swimming too so this is the lucrative buying deal as they would not have to spend separately on a swim suit and underwear. Same is the case with working professionals too they will save time and money also, so I think the whole target group will love buying this range of underwear’s( Brannon et al 2010).
This section of CK buyers is satisfied and well aware of the brand and that is why willing to try new range of underwear’s without any hitch. They do make repeat purchases as the kind of environment and the lifestyle they live-in the need for undergarments is quite regular and all through the year. Thus they do make repeat purchases as they develop brand loyalty over the time. However CK should add kids underwear’s too so that the whole family can buy such dual and economical options at the best pricing.
It has been found over the years that CK has been flexible and updated itself as per the latest trends and caters perfectly to the always changing needs and wants of customer so they do repeat buying of all the CK products. The reliability and the successful experience appeals the adult section of the customers and the daring provocative and classy ruggedness is liked by the youth section that is why CK has created a niche for its products in the global markets. The trustworthiness and the guaranteed products of the brand makes it for repeated buying by the consumers (Brannon et al 2010).
Reference
Brannon, A. et al November, 2010, Final component Calvin Klein, p 7, Viewed on 17 October, 2011, http://abbranno.weebly.com/uploads/6/2/5/2/6252494/calvin_klein_brand_audit.pdf
“A Portfolio of Leading Brands Poised for Growth.” 2010. Warnaco Group, Inc.
6 September 2010. <http://www.warnaco.com/index.cfm>
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