Retailers shift their ad spending from TV, radio and print ads to digital ads.
As part of a direct-to-consumer strategy to bolster growth, the luxury brand opens an online store.
Pegging e-commerce as central to its growth, luxury apparel and home brand Calvin Klein has launched an e-commerce site at Calvinklein.com. The site, for U.S. consumers only, is the latest stage in the company’s drive into direct-to-consumer channels.
Launched on GSI Commerce Inc.`s platform, the site offers shoppers hundreds of Calvin Klein-branded items, with more being added regularly. The products featured online have been developed specifically for the web and the 10 Calvin Klein stores the company has opened since November. Eventually, according to the company, the site will bring together merchandise from virtually every category available from Calvin Klein, including the company’s “better” apparel line, as well housewares under the Calvin Klein Home brand.
The site lets shoppers zoom in on product images, view alternate product shots and colors, search by size, create and send wish lists, and search store locations. Other services include gift wrapping, free gift messages, and free shipping on purchases over $200.
The brand is supporting the new online store with both online and offline advertising, including the addition of the site’s URL on all print ads. Additionally, seasonal marketing and promotional campaigns will drive shoppers to the site. For the month of September, for example, a company sweepstakes offers customers who register online for a chance to win a $1,000 online shopping spree.
“For Calvin Klein, direct-to-consumer initiatives are an important component for the future growth of the brand, especially in the U.S.” says John Walsh, president and chief operating officer of Calvin Klein Retail. Online visitors who access the site from outside the U.S.will be directed to the company`s global branding site.