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Calvin Klein– UK operations

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market study
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"One of the most important fashion brands in the world, Calvin Klein was established in the year 1986 by a designer with the same name, Calvin Klein. He had an inherent liking for fashion and soon after his graduation in the Fashion Institute of Technology in New York; he started working as a trainee under Dan Millstein, before he established his own company. The Company today produces exclusive collection of clothing for both men and women and an array of other products and markets the over the world. The recent brands under CK are Calvin Klein Collection, Calvin Klein Sport, Calvin Klein Home, Calvin Klein Jeans, The Khaki Collection and Calvin Klein Underwear to name a few, and the products include clothes, accessories as well as home furnishings.

He started his company with a small amount of $10,000 and soon he got the order of $50,000 worth of coat from Bonwit Teller a large departmental store that made him instantly successful. Apart from designing coats, he also brought about a new line of sportswear for women. It was affordable and had ""The Calvin Klein Look"". His name appeared in the fashion magazine Vogue in the year 1969. He was presented the Coty award by the fashion press consecutively in the years 1973, 1974, and 1975. The company produced annual revenues of $30 million by the year 1977.

Klein was always innovative and in the year 1993, he brought forth in the market a new range of unisex scent. However, in the year 2002, the company had to be sold to the Philips Van Heusen Corporation, due to acute financial crisis, which the company was facing.

Nevertheless, Calvin Klein Inc. as it is known today is a flourishing business, with branches in Europe, Asia, and Japan. It has further plans of foraying into Germany with Mercedes-Benz Fashion Week Berlin as this is supposed to be the key point of success in European fashion industry. Through these big events, the company can hope for huge commercial growth in Europe. However, the European market seems to be more impressed with its line of underwear and accessories rather than its sportswear. The UK market sells Calvin Klein in stores like John Lewis, Debenhams and KJ Beckett. The online dealers of Calvin Klein are more concentrated on its CK perfumes and underwear. 28% of Calvin Klein's revenue earned in the year 1997 came from Europe. The total earning that year was about $5.1 from its 400 stores worldwide. The company faces major competition in the market from DKNY Jeans, Tommy Hilfiger, The Gap, Gucci, Guess, Levi Strauss Associates and Oxford Industries, to name a few. However, in spite of all the hardship and competitions, it's a never setting sun for Calvin Klein."

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