Why Did Raf Simons Leave Calvin Klein?

According to the world clothing shoes and hats net, recently,

Brand and

Jointly announced that Raf Simons will leave Calvin Klein and no longer act as Calvin Klein

Chief creative officer.

Calvin Klein will not play in the 2019 autumn winter New York fashion week in February next year.

Raf Simons joined Calvin Klein as chief creative officer in August 2016, 2 years ago. In this role, Raf Simons is responsible for deciding the Calvin Klein brand global creative strategy, including designer brand, contemporary series, sub license, jeans, clothing and home, and supervise all aspects of global marketing and PR, visual creative services and store design.

During the term of office, Raf Simons made radical reforms to Calvin Klein, including the launch of a new custom product line Calvin Klein By Appointment, changing the most famous situation of underwear, replacing logo, changing the style of advertising blockbuster, inviting Kardashian family to shoot advertising blockbuster, changing shop design and artist Sterling Ruby cooperation, flagship store, 654 Madison Avenue, etc.

Before Calvin Klein gave the first impression is sexy, under the guidance of Raf Simons, Calvin Klein gradually left the past sexy style, but to "artistic sense" and "luxury sense" to approach.

These measures did stimulate several quarters of growth.

The Calvin Klein parent company PVH group released its second quarter earnings report in 2018. During the reporting period, the core brand Calvin Klein revenue increased by 18% compared to the same period last year, while the same store sales in Europe and Asia increased by 5%, while the growth rate in the North American market was 2%.

In addition, PVH group plans to increase its market expenditure by about $15 million in the second half of 2018 compared with the same period last year, mainly in brand Calvin Klein.

PVH Group CEO Emanuel Chirico has high expectations for Raf Simons, and has publicly expressed the need to build Calvin Klein parent PVH into a $10 billion annual sales group.

Under a series of reforms, Raf Simons has raised the brand positioning of Calvin Klein, but it has not lasted for a long time. PVH group's third quarter report shows that the performance of Calvin Klein is slowing sharply, and has already dragged the parent company PVH group.

In the 3 months ended November 4th, PVH's revenue increased 7% to $2 billion 520 million over the same period, but it was less than analysts' expectations of $2 billion 530 million, while net profit increased 1.6% to 243 million US dollars over the same period.

In the first 9 months of this year, the group's revenue grew by 12% to $7 billion 200 million.

Among them, Calvin Klein sales growth fell to 2%, pre tax profit fell by more than 17%.

Calvin Klein's revenue in the international region, including China, grew by 3% to 482 million dollars, a 20% increase from the same period last year, while the North American market increased by 1% to 481 million dollars.

Among them, the growth of wholesale channel sales was offset by a 2% decline in direct retail sales.

In July 2017, Raf Simons announced that Calvin Klein's garment series was renamed 205W39NYC, emphasizing "NYC".

PVH group has high hopes for 205W39NYC. Its total investment has reached 60 million to 70 million dollars, and the store has increased from 30 to 300, hoping that 205W39NYC can get a quick return, but 205W39NYC's market reaction is far from expected.

Emanuel Chirico, chief executive of the group, bluntly stated that Raf Simons redefined Calvin Klein was not popular with the market.

Calvin Klein was born in 1968 and has a history of 50 years. Calvin Klein reflects the spirit of American fashion: young, fast-paced and free.

Because of the full lifestyle of New York, Calvin Klein's clothing has become the favorite of the new generation of career women's brand choice.

One of the important styles of Calvin Klein's products is sexy, so this feature has been most vividly displayed in advertisements.

Calvin Klein belongs to mass marketing, with multiple product lines, which once achieved annual sales of 8 billion US dollars, while Raf Simons's reform of Calvin Klein is "going public" and developing towards a higher brand positioning.

Some people said that after the reform of Raf Simons, the style of the new Calvin Klein made the original fans of Calvin Klein unable to adapt themselves. The design of the art was too hard for them to control.

There are also fashion critics who say that fashion is closely related to business. The design of Raf Simons has not reached the balance between art and commerce. There are too many arts and too few businesses.

Although the first ready-made garment series in RafSimons Calvin Klein has won the same high praise from the fashion industry, it has also brought a huge topic. But all sales volume is the absolute principle, and the performance is plain enough to prove that these "applause" products are not welcomed by the market.

The 205W39NYC series sweater reached 20 thousand yuan, and the shirt reached 10 thousand yuan. The overpriced price exceeded the target consumer's tolerance, which made the "popular" CalvinKlein prohibit consumers.

Emanuel Chirico, chief executive of the group, has publicly expressed his disappointment and directed the problem to RafSimons, the creative director. "We have gone too far and too fast, no matter how fashionable or price the design is.

Emanuel Chirico, chief executive of PVH group, said it will make adjustments to the future development strategy of Calvin Klein brand.

From 2019, Clavin Klein Jeans will be more commercialized.

Calvin Klein is too concerned about the 205W39NYC high-end product line, but ignores the Calvin Klein's target consumer groups millennials and Z generation.

The group will appropriately reduce investment in the 205W39NYC series and take a more commercialized approach to the series.

In addition, the group will shift the focus of brand marketing activities, promote the brand by digital channels, enhance the exposure of brands on Instagram platforms, and attract more new generation of consumers.

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