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Calvin Kklein Essay

2284 words - 10 pages

BASIC BUSINESS

Mohd Zairiza Bin Mohd Hashim

Yasser Abdul Khaliq
Dharsyanee Sathies
Haripreya Balamurali Vairavan
Lidya Nair Vijaya Chandran

INTRODUCTION

Calvin Klein Inc. is an American fashion house .It is established in Midtown Manhattan New York City. It was endowed at 1968 by Calvin Richard Klein. Currently, it has more than 700 stores in 50 different countries .Calvin Klein has participated in 49 RUNWAY PROJECT. Calvin Klein is also well known for fragrances, accessories such as watches and bedding, hosiery, table tops and furniture. Calvin Klein Inc. is currently owned by Paul Thomas Murry III

"Anything I wanted to do, I did. If there's something I want to do, ...view middle of the document...

" . She was fascinated by the coat line and design and she promoted the favourable product of Klein , with the help of a store executive and the pleasure reviews from the Medias, he was able to expand woman’s sportswear.
In 1973, Klein started designing sportswear, creating what would become known as "The Calvin Klein Look" and giving birth to American leisurewear. With youthful silhouettes, a pristine use of color and fine fabrics, his affordable sportswear first caught the attention of American women who were fed up with shameless and illogical Parisian couture. Shortly after, men became attracted to the relaxed, masculine look of Klein's designs, which were in tune with the health and bodybuilding craze that was sweeping America at the time.
Klein had finally hit the big time. The money poured in as his clean, muted, simple designs became hits with both the buying public and the fashion press, who gave him the prestigious Coty Award in 1973, 1974 and 1975. But success did not come without a price. In 1974, it cost him his marriage.
After his divorce, Klein embarked on a self-described "wild period," spending his nights partying at disco club Studio 54, where cocaine and casual sex were part of the scene. As his power and notoriety grew, Klein maintained a high public profile, worrying little about the liabilities of fame-until 1978, when his 11-year-old daughter, Marci, was kidnapped. Although she was released unharmed, both Klein and his daughter were left indelibly scarred. The once publicity-hungry Klein gave up partying and became a virtual recluse.
The year 1980 marked a turning point for Klein's empire. A series of commercials by photographers Doon Arbus and Richard Avedon that featured 15-year-old model Brooke Shields cooing, "Nothing comes between me and my Calvins," made Klein's new line of tight jeans a nationwide phenomenon, selling 200,000 pairs the first week alone.
The provocative commercials marked a revolution in clothing advertising. It was a more sensual approach to marketing that would later be emulated by Klein's competitors. The commercials also prompted criticism from feminist leaders such as Gloria Steinem, who proclaimed they were pornographic and inspired violence against women. The negative publicity only served to fuel sales.
Klein would once again court controversy in 1982, when he put his name on the waistband of a line of men's underwear and started a campaign featuring near-naked men dressed only in his designer skivvies. Many publishers rejected the sexy ads. But once again, the controversy spilled over into Klein's favor, and stores simply couldn't keep the underwear in stock.

In 1983, Klein and his partner bought Puritan Jeans, their jeans licensee, for $65.8 million. It was Klein's first and nearly fatal misstep. Lifestyles were changing as the reality of AIDS emerged and halted the casual sexuality of 1970s. As a by-product of this, the demand for tight-fitting designer jeans waned. By 1984, the...

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