Calvin Klein to Rebrand 205W39NYC, Close Flagship, Trims Staff
A month after parting ways with Creative Director Officer Raf Simons, Calvin Klein Inc. has changed direction including shuttering its Manhattan flagship and trimming approximately 100 employees across the organization.
The moves are part of three key initiatives announced today by the PVH Corp owned firm including relaunching Calvin Klein 205W39NYC under a to-be-determined name, adopting a digital-first consumer engagement strategy, and streamlining its men’s Calvin Klein Sportswear and Calvin Klein Jeans organizations.
Our industry is witnessing a historic transformation in consumer behavior which presents a significant growth opportunity as we look to grow the brand to $12 billion in global retail sales over the next few years. Now more than ever, we must double down on meeting consumer demands by creating culturally relevant products and experiences that engage communities by pushing fashion and culture forward.
Steve Shiffman, CEO of Calvin Klein
To address the changes in consumer behavior, the house is merging its retail and e-commerce teams to create an omnichannel approach mirroring how consumers browse, shop and purchase today.
A newly formed “Consumer Marketing Organization” lead by CMO Marie Gulin-Merle, will be developed with specialized teams focused on Consumer Engagement and Shopper Experience. Steven Waldberg, former Senior Director, Global Communications at Bulgari in Rome, has joined Calvin Klein in the new post of EVP, Consumer Engagement. Twenty year veteran at Calvin Klein, Inc., Michael DeLellis, has been promoted to EVP, Strategic Marketing Initiatives and Transformation.
Shiffman added, “These strategic initiatives will enable us to run a more modern, dynamic and effective business, as well as allow us to reinvest in the brand.”