calvin klein / retail innovation

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RE-INVENTING THE RETAIL EXPERIENCE FOR AN ICONIC AMERICAN BRAND

WITH VIBRANT NEW CREATIVE LEADERSHIP IN PLACE, CALVIN KLEIN WAS LOOKING FOR WAYS TO BRING MEANINGFUL TECH INNOVATION INTO ITS RETAIL PRESENCE AND RE-ESTABLISH ITS PROMINENCE AS A VISIONARY, RISK-TAKING BRAND.

SCOPE OF WORK

Collaborate with C-level and creative leadership to define a provocative new concept for bringing technology into Calvin Klein’s Madison Avenue flagship store—and scale it across their global retail portfolio.

PROJECT ACTIVITIES

  • Brand/business audit

  • Lifestyle forecast

  • Tech benchmarking

  • Strategic framework

  • Concept definition + refinement

  • Tech implementation roadmap

KEY INSIGHT

Calvin Klein is uniquely situated to collide the extremes of high fashion with the accessibility of streetwear.

Embracing these frictions provides a catalyst to deliver a unique luxury experience throughout the brand ecosystem: using technology to push art into commerce and commerce into art in ways that are shocking, exciting, and new.

OUTCOME

Opportunities to amplify the Calvin Klein retail experience with technology that will elevate product assortments, service, and store navigation.


OPPORTUNITY ONE

  • INSIGHT
    Luxury shoppers are drawn to extreme experiences that stimulate and challenge them.

  • IMPLICATION
    Product assortments should unapologetically juxtapose luxury goods and core product.

  • RETAIL INNOVATION PRINCIPLE
    Mechanical delivery of underwear and perfume through advanced vending machines—alongside luxury product.


OPPORTUNITY TWO

  • INSIGHT
    Luxury consumers demand a deeper one-to-one connection than mass brands allow.

  • IMPLICATION
    Take a data-driven approach to aligning digital and physical retail channels into a unified customer-centric experience.

  • RETAIL INNOVATION PRINCIPLE
    Consider flagship retail as a business driver for online growth, not the other way around.