Calvin Klein: Iconic Fashion Brand History and Sustainability

Calvin Klein MAN

Calvin Klein - History Calvin Klein was educated at the Fashion Institute of Technology in New York from 1959-62. He then acted as assistant to Dan Millstein for two years, before becoming an independent designer. He also spent a number of years designing clothing for other New York stores. Klein married Jayne Centre in 1964 and the pair had one daughter. In 1968, Calvin Klein set up his own business, Calvin Klein Inc., with a friend Barry Schwartz. Barry dealt with the business side of the venture, while Calvin designed. Initially, the company was started to design and sell women s coats, but a substantial order from a Bonwit Teiler soon led to recognition for Klein in the fashion world. The company was established with just $10,000. He added a sportswear collection to his coat designs, and by the 1970s his clothes were increasingly popular, including a full women s ready-to-wear collection. In 1970, Klein was presented with the COTY award and was honoured with the prize for the next three consecutive years. By 1977, less than ten years after the brand was established, Calvin Klein Inc. was generating revenues of $30 million a year. During the 1970s, Calvin Klein is said to have instigated a revolution in advertising when he launched his jeans range - the original designer jeans. This new range was advertised as wholesome, sexy and practical, and featured the model Brooke Shields. 1982 saw the introduction of Klein s men s underwear range, which was also revolutionary, in that this was the first time that men s underwear had been marketed as being desirable, rather than merely functional. http://www.lifetimetv.co.uk/biography/biography-calvin-klein

Graphic Elements COLOUR: I think this element is considered to be stereotypically male being black and silver. These colours say that the product is a exclusive brand. This product is simple and understated which adds to the more sophisticated appearance. SHAPE: The shape of this box is slim and sleek. This reinforces the simplistic classy design. FONT: The font used is iconic and people recognise it through out the world. The name of this product is going to be the unique selling point because it is well known. Less decoration is more. APPLICATION : The only decorative element to this product is the silver border. This adds to the sophistication. LAYOUT: There is no graphic elements to draw your eye other than the name of the product and the manufacturer. The logo is repeated around the box so that will increase the intention of the viewer.

ERGONOMICS: This box is user friendly and simple to open and close. It follow suit to the simplicity of the design and the manufacturer. The design of the bottle echoes the design of the box and the bottle has a transparent border again this fits in well with the simplicity feel. USE OF MATERIALS: It is a cardboard bow with embossing print element which is evident. MANAFACTURING PROCESS: As a company they want to make a simple but effective brand. So they stay consistent with the design through an item/product. ENVIRONMENTAL IMPACT: This is a well known brand so it is famous across the world and the particles from the aftershave is made from alcohol.

How sustainable is Calvin Klein? Calvin Klein has achieved the D-label. According to Rank a brand website, all information you can find on there, the brand is on its way towards sustainability, but more improvement is needed. More points can be scored on the reduction of carbon emissions, more use of sustainable materials, cleaner production processes and by further improving the labour conditions. D grade means first milestone, should be better, but it is Ralph Lauren, Lacoste and State of Art which they all got 3 and many more only COS got the better grade out of the brands which they got a C grade.