In a new deal, the Calvin Klein X Amazon Fashion holiday retail experience aims to deliver an immersive and content-driven shopping environment to consumers both online and offline.
For the first time Calvin Klein, a wholly owned subsidiary of PVH Corp, is selling its newly designed underwear only on Amazon.com this Christmas shopping season, bypassing department stores that traditionally has first dibs on its latest styles.
The Calvin Klein X Amazon Fashion retail experience will include pop-up shops in New York City and Los Angeles, as well as an online brand store on Amazon.com/mycalvins, available for customers to shop now through December 31st.
The holiday retail experience is a first between Amazon Fashion and Calvin Klein, and will include exclusive styles available only to Amazon customers at the pop-ups and the online brand store.
The pop-ups will be located in New York City’s SoHo neighborhood and in the city of Santa Monica in Los Angeles. Each location will sell Calvin Klein underwear products, including men’s and women’s underwear and loungewear offerings, while the online Calvin Klein brand store will offer an expanded selection of both Calvin Klein underwear and Calvin Klein jeans.
”We are proud to collaborate with Amazon Fashion on this exciting retail concept,” says Cheryl Abel-Hodges, head of Calvin Klein Underwear and president of the underwear group of PVH.
“It is our goal to deliver an immersive and content-driven shopping environment to the consumer, and we are thrilled to introduce this experience to Calvin Klein and Amazon shoppers, both online and offline, just in time for the holiday season.”
Visitors to the pop-up shops will be able to purchase by scanning a barcode in the Amazon app and having their items delivered to their home, or they can purchase in-store. Fitting rooms will contain Amazon Echo devices, which will allow shoppers to ask Alexa various questions about the Calvin Klein product and experience, control lighting features, and play music of their choice.
Both pop-up shops will feature areas aimed to engage and entertain customers. Customisation stations will allow shoppers to have their purchased Calvin Klein Underwear items personalised with special embroidery. Content creation spaces will encourage shoppers to create their own unique, sharable social media clips. Lounge areas will connect shoppers between the bi-coastal shops via video calling on the Amazon Echo Show, allowing them to interact and share exciting content in real time.
Throughout the holiday season the shops will host special events with celebrities, including supermodel and entrepreneur Karlie Kloss and comedian and author Lilly Singh. Both Kloss and Singh are featured in the Amazon.com/mycalvins brand shop and prominently in store throughout the duration of the holiday retail experience.
“The holiday season is one of the most important shopping times for our customers, and we are delighted to team up with Calvin Klein to provide a fun, interactive experience that connects our customers to product in an engaging way,” says Michelle Rothman, vice president at Amazon Fashion.
Calvin Klein is a global lifestyle brand that aims to exemplify bold, progressive ideals and a seductive aesthetic. It says it seeks to thrill and inspire its audience while using provocative imagery and striking designs to ignite the senses.
Founded in 1968 by Calvin Klein and his business partner Barry Schwartz, the fashion label has since built a reputation as a leader in American fashion through its clean aesthetic and innovative designs.
Global retail sales of Calvin Klein branded products exceeded US $8 billion in 2016, distributed in over 110 countries. The company employs over 10,000 associates globally. We were acquired by PVH Corp. in 2003.
With a history going back over 135 years, PVH works to grow brands and businesses with rich American heritages, becoming one of the largest apparel companies in the world, with over 35,000 associates operating in over 40 countries. The company owns iconic fashion labels Calvin Klein, Tommy Hilfiger, Van Heusen, Izod, Arrow, Speedo, Warners and Olga, as well as digital-centric intimates brand True & Co, and market a variety of goods under these and other nationally and internationally known owned and licensed brands.