Calvin Klein Collection Kicked Off Asian Expansion With Singapore Event
Apr 22, 2014
To kick off the international roll-out of Calvin Klein Collection stores, which begins in Asia, the brand hosted an event in Singapore.
As part of this expansion, Calvin Klein plans to open four Collection stores in Southeast Asia in 2014. The brand’s Singapore shop opened earlier this month, while the Hong Kong store opens on Monday. A shop in Malaysia is slated to follow in July, and a Bangkok location is scheduled to open this fall, according to the South China Morning Post.
The four aforementioned stores will feature a new concept design by architectJoshua Prince-Ramus, which will include a sleek marble and glass storefront. For those who aren’t familiar with the brand, Calvin Klein Collection products are sold at a higher price point than other Calvin Klein ranges.
“This line is very sophisticated, so it speaks to that clientele,” Francisco Costa, Calvin Klein Collection womenswear creative director, told South China Morning Post.
“Calvin Klein as a whole is such an important brand in fashion; it has vibrancy and youth. It’s a lifestyle brand. We sell underwear, but we also do something like Collection. That’s the magic of it. It’s ageless and genderless in a way, as it appeals to so many types of people.”
In Asia, Calvin Klein is still currently seen as an underwear and denim business, but with the opening of these new stores, Costa hopes to elevate the brand.
China’s luxury market is rapidly growing, so it makes sense for Costa to want to expand the Calvin Klein Collection there.
“In Hong Kong you get one sensibility, in Seoul another, and in China a completely different look,” Costa said of his diverse Asian clientele.
In March, it was announced that Steve Shiffman, who is currently Calvin Klein’s president and chief commercial officer, is preparing to replace Tom Murry, who has been at the label for almost two decades, as the chief executive officer on July 1.
Source: Fashion Times