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Article: CALVIN KLEIN'S TEEN `CHOICE'.(Calvin Klein Inc.)
- Article from:
- WWD
- Article date:
- April 14, 2004
- Author:
CopyrightCOPYRIGHT 2004 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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NEW YORK -- Calvin Klein wants teens to have more Choice.
The Calvin Klein label will expand into a new niche this fall with the launch of Choice Calvin Klein aimed at the 14-to-22-year-old consumer who wants hip, aesthetically identifiable, yet affordable designer lingerie and underwear.
But that's only part of the strategy. Plans are also under way to rebrand Calvin Klein swimwear with the Choice Calvin Klein name, beginning in spring 2005, said Tom Murry, president and chief operating officer of Calvin Klein Inc. "Swimwear is also a global business, so there will be a consistency for the young contemporary consumer who buys Calvin Klein underwear ...