Man Calvin
Calvin Klein India - A Success Story
Calvin Klein, the world famous denim wear brand, is a clothing design studio formed by the man of the same name way back in 1968. CK unveiled their fall 2010 global campaigns recently featuring Calvin Klein Jeans X, a new variety of jeans that has specifically been designed to enhance the sultry and sexy figures of people wearing these jeans. CK is growing from strength to strength, and its global expansion plans too are yielding good results. Calvin Klein India is one such success story.
Calvin Klein India began its operations in India in 2005 with the help of the Murjani Group, a company that is into attracting international retail outlets to India. According to the arrangement with this group, CK is all set to open at least 40 Calvin Klein stores in all parts of the country within the first five years of operation.
The growth of Calvin Klein India has been phenomenal thanks to the demographics in India. More than 60% of India's adults are below the age of 35. In 2004, the Global Retail Development Index reported that "India... has the youngest population in the world, with over 50 percent of people under 21 years old." That is a huge pool of clientele waiting to be tapped. In the five years since they came to India, Calvin Klein India has only scratched the surface of this population pool.
The soaring economy in India is another reason for the robust growth of brands like Calvin Klein in India. Even in the middle of the economic downturn, the Indian economy is growing at a decent rate. The burgeoning middle class in India is highly educated and has good jobs. This class has sizeable disposable income too. It is even estimated that more than 40 million Indians have the purchasing power equivalent to well to do Americans. The writing on the wall is clear: they have the money, now they want the lifestyle that goes with the money.
Another factor that works in the favor of brig brands like Calvin Klein in India is the pattern of shopping that is slowly emerging in many parts of India. The mall culture has caught on like a house on fire. For many Indians, therefore, shopping is a form of entertainment (as reported by a survey conducted by ACNielsen). Then, there are ongoing festivals throughout the year when people find reasons to spend money.
Thus, the strong economy, growing population of young adults and huge levels of disposable income has made the young more trend conscious than ever before. Now that money is no longer a major issue, most young adults in the country want to flaunt what they have - and rightly so! No wonder big brands like Calvin Klein are being warmly embraced in this country.
About the Author
Brand Marketing India is the holding company for the
Calvin Klein Jeans
, Calvin Klein Underwear, French Connection and
Tommy Hilfiger
businesses in India.
CK Men
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