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Segmentation and Target Marketing - CALVIN KLEIN INC

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Prof
Level
General public
Study
educational...
School/University
Harvard

About the document

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documents in English
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pdf
Type
case study
Pages
5 pages
Level
General public
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  1. Introduction
  2. Market segmentation
  3. Socio-Economic Segmentation
  4. Demographic segmentation
  5. Psychographic segmentation
  6. Behavioral variables
  7. Geographical segmentation
  8. Positioning Statement
  9. Target Market
  10. Conclusion

Calvin Klein Inc is a fashion label that was established in 1968 and is headquartered in Madison Avenue New York (Sutjiono, 2013). The Calvin Klein brand is currently owned by Philip Van Heusen Corporation and offers a wide variety of products in the luxury apparel retail industry. These range from women's wear and accessories, men's wear, footwear, household goods to personal care products and fragrances. The company has grown in tremendously over the last three decades to become one of the leading fashion houses in America due to its product differentiation strategies which include minimalist but sophisticated designs for the fashion conscious individual. Market segmentation can be described as the identification of market segments or sets of buyers with homogenous attributes which can respond favorably to a company's marketing mix (Approaching global markets, 2011). Due to the wide range of products that are offered by Calvin Klein, a flexible segmentation strategy has to be employed in order to cater to the many consumer segments that the varied company product lines target.

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