calvin klein / retail innovation

RE-INVENTING THE RETAIL EXPERIENCE FOR AN ICONIC AMERICAN BRAND

WITH VIBRANT NEW CREATIVE LEADERSHIP IN PLACE, CALVIN KLEIN WAS LOOKING FOR WAYS TO ACCELERATE DIGITAL TRANSFORMATION BY BRING MEANINGFUL TECH INNOVATION INTO ITS RETAIL Strategy — 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 strategy for bringing technology into Calvin Klein’s Madison Avenue flagship store—and scale it across their global retail portfolio (including e-commerce).

PROJECT ACTIVITIES

• Brand/business audit

• Lifestyle forecast

• Tech benchmarking

• Strategic framework

• Experience mapping

• Concept definition + refinement

• Transformation 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

Three brand-evolving opportunities to amplify Calvin Klein’s retail presence with technology that elevates the consumer experience through enhanced service, way-finding, and product exposure—both in-store and online.