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Calvin Klein pushes out e-commerce expansion


Calvin Klein is aggressively expanding its e-commerce capabilities in an effort to directly sell the brand in more than 20 countries by the end of 2016, the company announced.

“This launch is impactful in both its geographic scale and level of customization,” said Steve Shiffman, CEO of Calvin Klein Inc. “It reflects our commitment to reinforce the Calvin Klein brand identity across the globe, while also creating a personalized shopping experience within each individual market. Through meticulous consideration of consumer behavior, user experience and regional merchandising, we have positioned our e-commerce sites to serve as the focal point of the consumer’s interaction with the brand –- all while maintaining the integrity of a universal message and aesthetic.”

Individual websites, customized by market, will share a consistent look and feel but be localized by product offering and site functionality to meet consumer preferences and needs within each market, the company said.

The rollout, anchored by the relaunch of the company’s digital flagship in the United States, will provide a premium brand and shopping experience worldwide. Sites will launch both on desktop and mobile, with social media integration.

With newly introduced sites now live in 14 European markets, as well as in Brazil, the expansion is partly underway.

Launches across Europe include: Austria, Belgium, Denmark, Finland, France, Germany, Italy, Ireland, Luxembourg, The Netherlands, Poland, Spain, Sweden and the United Kingdom. Expansion will continue globally via the implementation of direct e-commerce sites across Asian markets beginning in 2015 and rolling out over the next two years.

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