Wednesday, June 20, 2007

Calvin Klein White Label Expansion

At the Phillips-Van Heusen (NYSE:PVH) investors conference last week, CEO Emanuel Chirico reviewed the phenomenal growth of the Calvin Klein brand since its acquisition in 2003. Since then, the brand's global retail sales have grown 60% from 2.8 billion to 4.6 billion dollars in 2007.

Outlining a new strategy to promote Calvin Klein's White Label branding through the establishment of upscale retail boutiques in the US, Chirico spoke of growing the sales another 3.5 to 4 billion dollars over the next 5 years. Opening 5 stores in Q4, 2007 and 5 more in 2008, Chirico hopes to strengthen the branding in the United States to join the popularity in the rest of the global market.

In addition to publicizing the growth in the US, other expansions are planned in emerging markets like India, in order to capitalize on the wealth distribution in the middle class. As reported in the 2006 Annual Report, the focus on market capitalization in China, Russia, Vietnam, and the Middle East will be one of the largest growth drivers for the brand in the next 5 years in addition to the US. Although Phillips-Van Heusen licenses many brands from BCBG to Timberland for distribution, Calvin Klein is one of the few brands of complete ownership entailing serious need for continued growth and market momentum.

Although margins have squeezed domestically over the last 3-5 years due to fierce competition in the boutique retail sector, Phillips Van-Heusen will most likely capture a significant portion of its momentum overseas.

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June 19th, 2007 Investor's Conference Webcast
Annual 2006 Quarterly Report


Anonymous said...

The store at the Natick Collection in Massachusetts is fantastic!

Candy said...

You write very well.

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