CK Recycld Contemporary Issues | Professor Jonevski | Fall 2016 | Jordan Dabney | Ardeen Samuel | Amanda Liffers
Table of Contents Intro About the brand SWOT Consumer Research Product Categories The Concept Retailer Materials Process Product Assortment Packaging Marketing The Product
Calvin Klein
Meet the Members
Jordan Dabney
Ardeen Samuel
Amanda Liffers
Jordan Dabney is currently a senior at Savannah College of Art and Design. While attending SCAD, she has been living a dream where she pursues fashion marketing as well as business management. SCAD has taught her to be a diligent worker and thrive when challenged by professors as well as other students. After graduating in March 2017, Jordan hopes to pursue a career in PR or a stylist position.
Ardeen Samuel is a senior at Savannah College of Art & Design. Fashion has always been her passion and it is where she thrives the most. Being a transfer student from the UK living in the beautiful city of Savannah it makes it very easy for her to become inspired. SCAD has continuously pushed her artistic limits and forced her to think outside the box, upon graduation Ardeen is hoping to pursue a career in PR.
Amanda Liffers is a senior at Savannah College of Art and Design. She is currently living in Savannah, Georgia where she’s majoring in fashion marketing and minoring in performing arts. After graduating in June of 2017, Amanda hopes to be employeed by Opening Ceremony, one of her favorite brands. She looks forward to what the future holds for her and her career.
This project was a collaborative effort to create a sustainable product for Contemporary Issues in Fashion Merchandising. In addition to the three group members, we worked with Taniya Roberts, Tenielle Adderley, and Rylie Healy.
About the Brand
Founded in
1968
Headquarters located in New York City
Channels: Acquired by PVH Corp. in
2003 Retail sales exceeded $8 billion in
Customers are able to shop in-store, online, outlet stores, and retailers such as Macy’s, Urban Outfitters, and Nordstrom.
Product distributed in over 110 countries
Global lifestyle brand
The company employs over 10,000 associates globally
Aesthetic: progressive minimal seductive provocative modern iconic
2015
6.2 million friends
11,049,618 likes
7.2 million followers
#mycalvins campaign
Accessable brand to many consumers
Our Vision Calvin Klein is a global lifestyle brand that exemplifies bold, progressive ideals and a seductive, often minimal aesthetic. We seek to thrill and inspire our audience while using provocative imagery and striking designs to ignite the senses. We chose Calvin Klein because it is a brand which has nearly 50 years of experience and continues to reinvent itself. We strongly admired the brands provocative yet brave thinking. Not only do they strive to make a positive impact on the world, they inspire passion in people, embody authenticity, and embrace individuality.
SWOT
Strengths Strong brand awareness Great marketing Advertised in high fashion magazines as well as on social media to reach all consumers Licenses for cosmetics, clothing, and jewelry Wide variety of products with a variety of prices
Weaknesses Some expensive products Knockoff and counterfeit goods affect sales Products go to waste
Analysis
Threats Fast fashion creating knockoffs Increase in labor cost
Opportunities Collaborate with other companies to expand reach
Tax changes Major competition with other brands
Create sustainable products
Some consumers have a negative view on the brand
Donate scrap fabrics
Trends constantly changing
Consumer Research
Ages: 18-30 Income: $10K-$80K Highschool graduate College graduate
Alexa Lewis 21 Student at FIT Intern at Paper Magazine $10K-$17K Single Shops consciously Recycles religiously
Sarah Simmons 27 College of Charleston graduate Freelance fashion photographer $70K-$90 Single Shops consciously Recycles religiously
Product Categories Global sales up to 8.2 billion in 2015 Over 2,800 retail locations Calvin Klein Calvin Kelin Underwear Calvin Klein Jeans Wholesale customer base retailers (Macy’s, Lord & Taylor, Dillard’s, and Urban Outfitters) Women’s and men’s apparel, fragrances, cosmetics, eyewear, footwear, jewelry, small leather goods, homefurnishings, watches, hosiery, etc.
Moodboard
BOLD PROGRESSIVE SEDUCTIVE MINIMALISTIC AUTHENTIC PASSIONATE BRAVE
The Concept Each of our bralettes are created using previously used denim and denim scraps. We used recycling as our basis in an atempt to reuse denim in a fashionable and sustainable way. The denim industry is something which is prominent in all our lives and by reusing it to make other products will help with excessive waste. It’s a good way to practice recycling and lessen the amount of denim being produced/wasted. We used the already existing partnership between Calvin Klein x Urban Outfitters to promote our product. Calvin Klein was a brand we believed best suited our product and it was easy as the brand has already made steps towards being more sustainable. By recycling denim, we are able to give product a second life rather than it ending up in landfills somewhere. Purchasing these goods are a small way to show you care about our environment as well as the future of it.
The Retailer
Urban Outfitters Urban Outfitters is a lifestyle retailer dedicated to inspiring customers through a unique combiation of product, creativity, and cultural understanding. We chose Urban Outfitters as our retailer to carry our sustainable product becuase Urban Outfitters already carries Calvin Klein. We also chose Urban because they carry unique products, and our product is unique because it is recycled denim.
Materials Used There are very few materials used in the making of this product. That is one of the great things about this product, is that you need very little to make it. This product was made from recycled denim, thread, a sewing pattern and a small piece of velcro to secure the bralette.
The Process Our bralettes are created by gathering old denim jeans or old scraps of denim.. The sewing pattern is then cut from the denim being used. We sew the cups of the bralette together then place it on the band of the bralette and sew them together. Then we add straps to the cups and the band. The final step is to add velcro to the band so the bralette is able to be secured. The bralettes come in many washes depending on the denim and can even be made into patchwork bralettes from multiple scraps.
Product Assortment
3 5
CRISS CROSS BRALETTE 5
CROPPED BRALETTE
4 10 8
BUCKLE BRALETTE
V-NECK BRALETTE TRANGLE BRALETTE
EMBROIDERED BRALETTE
Packaging
Marketing Calvin Klein uses its social media presence to reach as many consumers as possible. As well as a heavy following on all typical platforms (Facebook ,Twitter, Instagram) the successful use of their #mycalvins campaign has reached consumers worldwide. The combination of Urban Outfitters and Calvin Klein’s strong following, we are able to effectively and successfully market our product.
6.2 million friends
11,049,618 likes
7.2 million followers
.2 million followers
CK Recycld will market on current social media platforms such as Instagram, Snapchat, and Facebook. CK Recycld will have the product on the Calvin Klein website as well as Urban Outfitters. There will also be an email blast to announce the new product.
Calvin Klein
Following
Provocative. Modern. Sensual. Iconic. feedshop.it/calvinklein 1,737 posts
7.3m followers
363 following
Urban Outfitters
Following
Follow along with us here www.urbanoutfitters.com/uo-community 6,423 posts
6.1m followers
426 following
The Triangle Bralette
I scream in #mycalvins
Contemporary Issues
Savannah College of Art and Design Professor Monika Jonevski Jordan Dabney, Ardeen Samuel, Amanda Liffers Fall 2016