Calvin Klein, Inc. opens two new multi-brand lifestyle stores in Shanghai and Düsseldorf
With digital technology enhancements amidst a modern, minimal design aesthetic, the consumer experience is the main goal of the two new multi-brand Calvin Klein lifestyle stores that just opened their doors in Shanghai, China and Düsseldorf, Germany.
As Calvin Klein, Inc. continues to expand globally, the wholly owned PVH Corp. subsidiary (acquired in 2003) is investing a lot of money and effort into making sure the retail experience in key markets around the world is top-notch. “Our new flagship stores in Shanghai and Düsseldorf represent Calvin Klein’s commitment to offering a strong consumer experience, technological innovation, and unmatched brand equity for our global audience,” said Steve Shiffman, Chief Executive Officer of Calvin Klein, Inc. in a company release.
In both stores, digital technology is used to spark consumer engagement with products beyond a physical touch. For example, interactive digital denim fit guide walls, in lieu of rolling racks, provide shoppers with the opportunity to browse through the most recent array of merchandise to try on in-store. At the Shanghai location, there’s also a video table that ups brand awareness by showcasing recent press, runway show videos and social media updates.
The stores differ in size — Shanghai, the larger of the two, covers 6,000 square-feet and carries merchandise from CK Calvin Klein, Calvin Klein Jeans and Underwear and Calvin Klein Performance. The Düsseldorf location spans 3,500 square-feet and only retails the brand’s jeans, underwear and swimwear lines. Both stores exude a minimalist, modern aesthetic with pops of color in design elements such as curtains and throw rugs.
Global retail sales of Calvin Klein products spanning 110 countries exceeded $8 billion in 2016.
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