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Calvin Klein’s Ambitious e-Commerce Overhaul Underway

Calvin Klein

Calvin Klein has launched its anticipated global e-commerce expansion plans, a venture the company says will lead to operations of online retail to more than 20 nations by the end of 2016, reports.

The fashion brand will launch customized websites for individual markets while maintaining a consistent branding strategy, reports said. The e-commerce overhaul will include face-lifts for both desktop and mobile devices, according to the website.

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But first, Calvin Klein says, the company will re-launch its flagship U.S. site before remodeling its counterparts in Europe, North America, South America and Asia.

“This launch is impactful in both its geographic scale and level of customization, ” said Steve Shiffman, Calvin Klein’s CEO. “It reflects our commitment to reinforce the Calvin Klein brand identity across the globe, while also creating a personalized shopping experience within each individual market.”

Shiffman says the company focused on consumer behavior, site visitor experience and targeted merchandising to overhaul their online stores as personalized to specific geographical markets, according to the website.

Meanwhile, an article in predicted that Calvin Klein will lead the “Remember the ’90s” fashion trend in 2015.

“The ’90s owned 2014 and the decade is not going away simply because the calendar turns to 2015. CK was emblematic of the ’90s, so its turn is up”, the article said.

Furthermore, celebrity style influences fashion for the masses, and celebrities have been readily endorsing Calvin Klein again, it said.



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