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CALVIN KLEIN JEANS & CALVIN KLEIN UNDERWEAR
FALL 2014 SEASON UPDATE THROUGH NOVEMBER 2014
INVESTOR RELATIONS
HIGHLIGHTS
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Fall 2014 Calvin Klein Jeans business is
experiencing positive reactions from its initial strategic initiatives, driven by new elevated product, enhanced retail presentation and 360º marketing engagement
Product focus includes elevation of denim washes and fabrics, as well as improved labeling and trims; we are also improving our positioning on the floor with the appropriate brand adjacencies
THE RETAIL PRESENTATION OF CALVIN KLEIN
JEANS PRODUCT HAS SEEN:
• The first significant wave of shop roll-outs in North America and Europe during 3Q14 • New store openings in Europe, Asia and Latin America leveraging newly designed store concept
• Focus on refreshing / renovating stores across the globe with the latest fixturing and visual package
• Denim fits and features clearly articulated on signage and fixtures
CONSUMER ENGAGEMENT DRIVEN BY 360º MARKETING AND COMMUNICATIONS PROGRAM: • Calvin Klein Jeans’ Fall 2014 marketing
campaign, show yours. #mycalvins is everaging the success of Calvin Klein
Underwear’s #mycalvins campaign with
an emphasis on digital engagement
along with point of sale (POS) and windows marketing
3 • Marketing events around the world
designed to engage consumers and drive brand relevance, with a particular focus on events featuring top entertainers and musicians
• Recent high-profile events in Mexico City and Sao Paulo generated significant brand awareness, fan interactions, and, most importantly, helped drive traffic in target markets
KEY HIGHLIGHTS FOR THE FALL 2014 SEASON-TO-DATE (THROUGH NOVEMBER) INCLUDE: NORTH AMERICA
• Despite nearly a one-month delay,we
successfully opened approximately 115 shops in men’s and 75 shops in women’s during 3Q14,most of which were in Macy’s locations
• Openings occurred in key Macy’s markets including Herald Square (full shop
renovation will occur in 2015;
improvements in 2014 included updated shop fixtures), Union Square, Dadeland, Aventura, Menlo Park and Flushing
•New shops experiencing 40% sales increase over last year
•Opening price points for jeans were raised to $69.50 from $49.50, reflecting the elevated quality and design, and to more closely align pricing with
Calvin Klein’s peers
•AURs are showing 10% to 15% growth to last year, with gains in both men’s and women’s
• Men’s product is further along than women’s; women’s also experienced a carryover of some Spring clearance into the Fall 2014 season
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SHOP IN SHOP: PRINTEMPS; LYON, FRANCE
KEY HIGHLIGHTS FOR EUROPE THROUGH NOVEMBER 2014 INCLUDE:
• Despite a similar month delay, we successfully opened 80 shops in Europe, including Harrod’s, House of Fraser and Selfridges in London; select Galeries Lafayette and Printemps stores across France; selected top doors in Peek & Cloppenburg, Germany; NK in Sweden and Coin in Milan
• We renovated or opened stores during the quarter, including full price stores in Barcelona and Warsaw, and an outlet store in Valmontone (Italy)
• New shops are performing well
EVER RICH KINMEN MALL (TAIWAN)
KEY HIGHLIGHTS FOR ASIA AND LATIN AMERICA THROUGH NOVEMBER 2014 INCLUDE:
•Opened 24 new Calvin Klein Jeans
stores in Asiaduring the first three quarters of 2014; key cities include Chengdu, Shanghai and Beijing
• Openedtravel retail shops in Asia, which we view as a high growth channel, as the brand is highly underpenetrated in this channel
• New stores have opened under our new design concept in
Fortaleza Rio Mar and Tacaruna Recife (both in Brazil)
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• New basic productdelivered into stores
in August 2014
- New products feature enhanced quality
(fabric, waist bands), styling (e.g., logos on t-shirts) and packaging
•Modern Cotton logo initiative leverages
the best aspects of Calvin Klein Underwear product for men and translates it for women
•Calvin Klein Underwear #mycalvins
campaign has been very successful in generating interest in the brand and its products, with a sharp increase in our followers globally (e.g., Facebook, Instagram, Twitter, Tumblr and Renren
in China) andmost importantly an
increase in engagement and ultimate transactions of underwear globally
•360º marketing efforts continue to drive consumer awareness and relevance,as marketing has always been at the core of Calvin Klein Underwear
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MACY’S HERALD SQUARE STORE WINDOWS
KEY HIGHLIGHTS FOR NORTH AMERICA THROUGH NOVEMBER 2014 INCLUDE:
•Delivered new basic product along with more elevated packaging for men’s underwear multi-packs
•Increased ticket prices on men’s underwear multi-packs with no impact to sell throughs, while experiencing improved AURs
season to date
•Upgraded and installed new shops in key markets such as New York (Macy’s Herald Square, Lord & Taylor Fifth Avenue),
Florida (Macy’s Aventura) and California (Beverly Center and South Coast Plaza)
•Calvin Klein Underwear market share grew 3% in men’s and 2% in women’s during 3Q at Macy’s
•The Calvin Klein Underwear shop at Macy’s Herald Square, which
was recently redesigned, currently houses the largest Calvin Klein Underwear presentation at wholesale in the world, at approximately 2,500 square feet
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VALMONTONE (ITALY) OUTLET STORE
KEY HIGHLIGHTS FOR EUROPE AND ASIA THROUGH NOVEMBER 2014 INCLUDE:
•Men’s continues to outperform,as the brand resonates strongly with the Asian and European consumer
•Women’s performance driven by the elevated fashion component added to the business
•The Perfectly Fit Collection for women is ranked as the top #1 or #2 performing collection in all key regions in Asia, with customers responding to upgraded technology and softer fabrics
• Men’s continues to be a strong performer with Calvin Klein Black Label and updated
CALVIN KLEIN JEANS & CALVIN KLEIN UNDERWEAR FALL 2014 SEASON UPDATE THROUGH NOVEMBER 2014
