7ps of Calvin Klein Jeans Electra Bellou

Digital & Social Media

Industry: Apparel & FashionHeadquarters: United States

Calvin Klein Jeans Size: 1001-5000 employees

Introduction

Calvin Klein Jeans is one of the Calvin Klein Inc. brand offers men’s and women’s clothing and

accessories

Product

Brand Name: Strong Brand Name

Quality: Superior & GoodStyle: Modern & Minimalist

CKJ uses Fashion shows to launch its collection to the press

Focus age: 14-25Sex: Female & Male

Spring/Summer 2015 Runway ShowAutumn/Winter 2015 Fall Show

CKJ-Perceptual Map

PlaceThe brand is stronger, but requires investment

in property, stock and sales people

Calvin Klein Jeans official web site: The product is more comfortable and delivered with means of transport

Over 700 free-standing stores around the world

CKJ STORE

CKJ official web site

Promotion

Online: http://explore.calvinklein.com/en_EU/

Magazines: Ellie, Vogue

Advertising

Fashion Shows: Fall Show, Runaway ShowPeople: Lara Stone, Justin Bieber

Justin BieberSpring Campaign 2015

Social MediaCalvin Klein Jeans represent originality and creativity. This has been recognized, as Calvin Klein received the #9 ranking on L2's Digital IQ Index: Fashion in 2013. “Show yours. #mycalvins"

Price

Calvin Klein Jeans Diesel

Pricing Strategy

There is a relationship between Calvin Klein Jeans quality and price:

Diesel uses a model based on premium pricing:

High Price -> Superior QualityAbove Average Price-> Good quality.

The price of Diesel product is higher than similar product

PeopleStaff

Customers

Passionate & Intelligent Modern & Minimalist outfit Best Services & loyalty

Teenagers & Men & Women Fashion conscious people Minimalist Style

Physical evidenceClean lines & natural materials (wood)

CKJ Store :

CKJ official WEB Site:

Comfort & functional

Fancy looking webpageComfort to useUpdate of the latest CKJ products

Expressing the modern lifestyleStaff dress code modern & minimalist

Online ordering serviceEasy to find the clothes that you wantYou can see CKJ Video Campaigns and Fashion Shows

Placed in malls for better access Shopping bag has the CKJ logo

ProcessCKJ Offline Store

CKJ Online Store Accessibility day-nightCompetitors are one click away

Major cost, especially for high quality retail space

Easy street address to be foundConvenient customers accessLocator

Locator

Construction

Construction Variable cost

Conclusion

J JBrand that appeals to the youth market Modern and minimalist product

Excellent quality & style

Calvin Klein develop a vision of the customer’s need and want

Best services to its customers

Conclusion

J J

J J

Calvin Klein focused much of his attention on marketing and advertising. He believe that it’s necessary to spend money to appeal to your customers and bring their spending to you. As we see Calvin Klein Jeans continuing global growth and high profile in fashion because of the right balance of the 7ps of the marketing mix

Reference Zeithaml, V. (1998) 'Consumer Perceptions of Price, Quality and Value: A Means-End and Synthesis of Evidence', Journal of Marketing, vol. 2-22, July.

Aaker, D. (1996) 'Building Strong Brands', The Free Press.

Britney, M. (1992) 'Servicescapes: The Impact of Physical Surroundings on Customers and Employees'', Journal of Marketing, vol. 57-71, April.

Booms, B. and Bitner, M. (1981) 'Marketing Strategies and Organisation Stuctures for Service Firms'', Special Educators.

Zeithaml, Parasuraman V., , A. and Berry, L. (1985) 'Problems and Strategies in Services Marketing', Journal of Marketing, vol. 33-46, p. 49.

BURNSIDE VILLAGE. (2015) BURNSIDE VILLAGE .[Online], Available: http://www.burnsidevillage.com.au/stores/calvin-klein-jeans (Accessed: 22 February 2015)

Fashion Way. (2015) Fashion Way [Online]. Available: www.fashionway.gr. (Accessed: 22 February 2015)

Mike DuBose (2015), 20 Feb, [Online], Available: http://www.mikedubose.com/posts/calvin_kleins_business_wisdom_and_what_we_can_learn_from_it/. Calvin Klein (2015), 20 Feb, [Online], Available: http://explore.calvinklein.com/en_EU/