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Calvin Klein’s New Strategy: Don’t Market the Dream, Market What Sells

As seen in its latest collaboration with skate brand Palace, Calvin Klein is focused on highlighting its most successful categories like denim and underwear.
model underwear perfume calvin klein vanity
The Calvin Klein Palace collaboration includes a fragrance, underwear, denim and other "hero products." (Calvin Klein)
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BoF PROFESSIONAL

On the morning Calvin Klein released its collaboration with skate brand Palace, Stefan Larsson, chief executive of the brand’s parent, PVH Corp., received a text from his school-age daughter that was both worrying and exciting: “The Calvin Klein site crashed, can you get it back up?”

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Further Reading

PVH Corp Posts 28 Percent Revenue Growth in 2021

The Calvin Klein and Tommy Hilfiger parent on Tuesday reported that fourth quarter revenue increased 16 percent to $2.4 billion compared to the prior year, led by rising sales at the two brands.

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