How Did Calvin Klein Leave Raf Simons To Spend 2019?

Calvin Klein was probably the most noticeable in early 2019.

One of the brands.

According to the world clothing shoes and hats net, it was in the evening of December 21st 2018.

Announces that his creative director, Raf Simons, is leaving.

At that time, Raf Simons worked for just 28 months, and 8 years from his three year contract.

Calvin Klein pointed out in the statement that Calvin Klein is new.

The direction of development is different from the creative vision of Raf Simons, but refuses to give more detailed explanation.

The first consequence is that Calvin Klein will not appear in New York fashion week on the evening of February 12, 2019.

In fact, although both sides have shown that this is a "peaceful break up", the departure of Raf Simons is still an unusual high profile in social media.

It left a lot of questions for the insight of the fashion industry, for example, who will replace Raf Simons as the new creative director of Calvin Klein; whether Calvin Klein will design the autumn series before the confirmation of the new creative director; whether Calvin Klein 2019 spring 205W39NYC series will continue to be sold? This series is redesigned and named after Raf Simons shortly after taking office. It has learned the investment from the parent company of the 205W39NYC company to $70 million to invest, but it has not brought about the corresponding return; and what will be the performance of the CEO and CEO of the chief executive, who strongly supported the recruitment of the company?

Up to now, Calvin Klein has not yet commented on any issue.

This year, everyone will pay attention to Calvin Klein to see what action the company's chief creative officer, Raf Simons, will leave after her high-profile departure.

In addition, the reporter also quoted an anonymous source saying that the future development of Manhattan flagship store No. 654 Madison Avenue, which was renewed by Calvin Klein in February 2018, is still a mystery. The shop covers an area of 18 thousand square feet, with a rent of up to $852 per square foot.

Whether Calvin Klein will sublet the space or add other Calvin Klein series and other brands of PVH to supplement the products is not easy to say.

It can be expected that in 2019, Calvin Klein will provide more commercialized jeans and increase its investment in digital marketing.

As early as December 2018, Emanuel Chirico, chairman and chief executive of PVH, said in a fairly straightforward wording that in the conference call, under the guidance of Simons, renaming the design of the 205W39NYC jeans series did not play a role. It was a fashion mistake.

"From the product point of view, we have gone too far and too fast in fashion and price.

We are trying to make up for this deficiency. From 2019, especially in the autumn of 2019, we believe that Calvin Klein cowboy products will be more commercialized and fashionable.

Chirico said.

He also revealed that Calvin Klein will shift the investment in fashion show and print advertising to other areas in the past few years, and will begin to print ads in February 2019 and fight for the marketing market of digital media.

Some industry observers believe that Calvin Klein should find the successor of Simons as soon as possible, but should not expect to find an omnipotent role.

Prior to that, Simons not only had the right to supervise all categories of Calvin Klein, but also took charge of all aspects of the brand's global marketing and communications, visual creative services and store design.

However, he left Calvin Klein at the end of his first 205W39NYC series.

"I think that to a large extent, having a" halo "series is the self requirement of the brand owner.

Although it can support a brand to some extent, I think in many cases, consumers will not care, "said Andrew Jassin, founder and managing director of Jassin consulting." consumers may not know whether Simons or any other designer.

What they care about is whether there is a commodity in the shop being sold.

Obviously, it is very important for an important designer to get the aura effect in the media, but generally speaking, this aura does not attract all consumers. "

This is also the dissatisfaction of Calvin Klein to Simons. It thinks that Simons has spent meaningless expenses, but has not gained the corresponding reward.

Shortly after Calvin Klein's parent company PVH released its third quarter performance report, Calvin Klein reduced its Simons part of its work due to its dissatisfaction with Simons, and handed over some areas of the business, such as store design, visual merchandising, e-commerce, public relations and communications, to Marie's Gulin, the chief marketing officer of the brand, which led to a further deterioration in the relationship between Simons and Calvin, and was accused of violating the contract.

Compared with today's Calvin Klein, the Simons after leaving Calvin Klein is easier.

It is reported that the current Simons is concentrating on its namesake menswear brand, and will show its latest series in Paris at 8 p.m. on January 16th. On the other day, Simons also released New Year greetings on its Instagram account.

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