Calvin Klein 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.
The fashion brand will launch customized calvinklein.com websites for individual markets while maintaining a consistent branding strategy, reports say. The e-commerce overhaul will include face-lifts for both desktop and mobile devices.
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 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.