A wholly owned subsidiary of PVH, Calvin Klein has simultaneously opened a similar store in Düsseldorf, Germany.
Shanghai’s two-storey store offers men’s and women’s CK Calvin Klein, Calvin Klein Jeans, Calvin Klein Underwear and Calvin Klein Performance apparel and accessories.
Its design concept communicates the brand’s minimal, modern aesthetic with added colour and sumptuous materials to enhance the consumer experience, says the company. Cobalt-blue curtains frame the entrance, while geometric rugs in soft pink offset the grey concrete. Kvadrat/Raf Simons fabric is used throughout as well as Utrecht chairs by Gerrit Thomas Rietveld.
Oversized silhouette cut-out images of models in the brand’s latest styles hang from the ceiling.
Digital technology offers a personalised shopping experience. Interactive video and denim-fit guide walls enable customers to browse and try on items featured in the brand’s current campaign.
An interactive video table invites customers to explore the brand on a deeper level via newspaper, magazine and online articles about the brand, key milestones, runway show videos and events, as well as the official Calvin Klein social-media platforms.
“As we continue to focus on expanding Calvin Klein’s global footprint, it is our objective to bring a best-in-class retail experience to key markets and shopping destinations,” says CEO Steve Shiffman.
Founded in 1968 by the designer and his business partner Barry Schwartz, the brand’s global retail sales exceeded $8 billion in more than 110 countries last year.
Owner PVH also has such brands as Speedo, Tommy Hilfiger, Van Heusen and Warner’s in its portfolio.
This story first appeared on sister site Inside Retail Asia.
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