Thanks To Raf Simons'S Innovative CK, Revenue Was High Last Year.

Beyond all doubt,

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The new vitality is gradually reflected in the performance level.

According to the world clothing and shoe net, Calvin Klein and Tommy Hilfiger parent company PVH released its annual earnings report on Wednesday after the US stock market. The group's year-on-year sales increased by 9% to $8 billion 900 million, while net profit fell 2% to 537 million 800 thousand US dollars, but still exceeded market expectations.

During the period, in China and Europe

Driven by strong growth in performance, sales of Calvin Klein and Tommy Hilfiger recorded an increase of more than 10%.

The picture shows the main performance data of Calvin Klein last year.

Among them, Calvin Klein sales rose 10.4% to $3 billion 461 million over the same period, sales in North America increased 1% to 1 billion 707 million dollars, while sales in the international market increased by 21.3% to 1 billion 753 million US dollars, mainly due to the strong sales performance of the brand during the Chinese New Year.

Some analysts believe that the rapid growth of Calvin Klein's performance in recent two years is inseparable from the Raf Simons's high frequency innovation.

Since the arrival of Raf Simons in August 2016, the overall image of Calvin Klein has gradually become more artistic and high-end.

In August 2016, Raf Simons formally joined Calvin Klein to take charge of the creative and marketing direction of men's clothing, jeans, underwear, fragrances and household products. It's been nearly a year since he left France's high fashion house Dior.

The picture is Calvin Klein creative director Raf Simons.

In January 2017, after the Raf Simons joined the Calvin Klein, the first ready to wear series was officially released. This fashion show featuring red, white and blue highlights the theme of the "American Dream" has let industry professionals exclaim, Raf Simons has successfully given Calvin Klein new vitality.

In fact, within a year after taking office, Raf Simons has indeed penetrated into every aspect of the brand, including the replacement of Logo and the addition of the headline address suffix 205W39NYC to the American fashion.

At the same time, Raf Simons also improves the brand style of Calvin Klein by renovating stores and advertising blockbusters.

In the advertising blockbuster before the 2017 autumn winter series, Raf Simons asked models to wear brand logo underwear and cowboy products before the works of American artists such as Andy Warhol, Sterling Ruby and so on.

After the spring and summer conference in September 2017, Raf Simons formally announced a long-term partnership with Andy Warhol.

The picture is Calvin Klein 2017 spring summer advertisement.

During the period of cooperation, Calvin Klein brand can use all works of Andy Warhol without limit. At the same time, grants will be issued to support the Andy Warhol Foundation's contemporary visual arts creation, display and archiving. The brand has the right to use all works of artists, including the unpublished ones, and the two parties will continue until 2020, and more cooperative projects will be launched.

There is a view that the cooperation with the artist seems to convey the illusion that Raf Simons will carry out the "go to the mass" pformation of Calvin Klein.

But if we pay close attention to the artistic reference of Raf Simons, we will find that unlike the old fashions for the hard and high-end art, Raf Warhol, which is referred to by Raf Simons, has formed pop art in the United States through its concern for popular culture.

Correspondingly, Raf Simons's Calvin Klein also seeks a joint point between high-end art and pop culture. This is also reflected in the Raf Simons's official launch of the first 2017 autumn and winter series before the official website of the star customized series By Appointment promotional photos.

One side of the page ads is the custom dress dress, on the other side is the still life map of the Calvin Klein logo white underwear. The contrast between the two forms has once aroused heated debate on the social network.

Unlike Michael Kors and Tommy Hilfiger, which emphasize the lifestyle of luxury and leisure, Raf Simons has been approaching the essence of American culture through American art. His interpretation of the American dream is based on the discussion of American cultural ambivalence.

In Calvin Klein spring and summer blockbuster in 2018, Raf Simons invited Kardashian, a reality TV star, to appear in the theme of "Our Family".

Interestingly, people's reaction to the advertisement was initially astonished, but then it was found that there was nothing wrong with it. For a pure American brand, Calvin Klein, the advertisement appeared almost exactly the present us.

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Some analysts have pointed out that the Kardashian family has undoubtedly become the most typical representative of popular culture in the United States. Their influence has penetrated into the lifestyle of consumers such as fashion, makeup, ideal body, values and emotions, and even changed the way of social media's information pmission. Otherwise, it has reshaped the fashion brand communication.

Calvin Klein, the flagship store at Madison road 654, has been reopened since last August. The main color of the store is yellow, which has more visual impact than the simple white light. The overall design is the result of cooperation between Raf Simons and artist Sterling Ruby.

The main products in the shop are 205W39NYC brand new garments series, including coffee products and glass containers, such as household products and Rose Cabat.

The picture shows the new store image of Calvin Klein.

Meanwhile, Calvin Klein also collaborated with Amazon on the Internet, selling new underwear and jeans products only through Amazon, and opening two flash stores in New York and Losangeles, combined with Amazon's latest Alex technology to create the best shopping experience for consumers.

At the end of last year, Calvin Klein decided to renew its Marchon Eyewear with glasses manufacturers and distributors.

In the new agreement, Marchon will be responsible for the development, production and distribution of Calvin Klein 205 W39 NYC, Calvin Klein and Calvin Klein Jeans glasses and sunglasses products.

For Raf Simons's reform of Calvin Klein, Susan Sokol, the founder of consulting firm, thinks that his accession will help PVH group achieve the goal of $10 billion.

However, some analysts believe that the pformation of Calvin Klein is still a long way to go.

The picture shows the main performance data of Tommy Hilfiger last year.

During the reporting period, the performance of Tommy Hilfiger, another core brand of the group, also exceeded the expected performance. Sales rose 10.9% to 3 billion 893 million dollars compared with the same period last year. The income of the brand in North America was basically unchanged from that of last year, and the sales volume in the international market increased by 19.4% to 2 billion 325 million dollars compared with last year, mainly due to the cooperation series launched by the brand and the supermodel Gigi Hadid, and the significant improvement in the business in Europe and China.

In February of this year, Tommy Hilfiger signed a multi-year cooperation agreement with Mercedes Benz to become the official clothing partner of the formula one world champion team.

Starting from the 2018 fashion season, Tommy Hilfiger will provide travel and team equipment, office and home clothing to Mercedes Benz more than 1500 people, and the name of the brand will appear on the team's clothes.

According to industry sources, Tommy Hilfiger originally wanted to cooperate directly with Lewis Hamilton, but had to give up because of the agreement between the driver and the Hugo Boss brand.

To better expand its business in Asia, Tommy Hilfiger announced in August 31st last year that China's male star Shawn Yue was the first Asian brand ambassador.

In addition to shooting the 2017 autumn winter and 2018 spring blockbusters, Shawn Yue will further cooperate with Tommy Hilfiger.

Since Shawn Yue is one of the leading figures of Chinese pop culture and is popular among Chinese consumers, the industry believes that this cooperation will help consolidate the leading position of Tommy Hilfiger in the fashion market.

The picture shows the main performance data of PVH group Heritage last year.

Its sales of Heritage departments with Van Heusen, IZOD, ARROW and Warner's are affected by the new product shipment time adjustment, almost flat 1 billion 560 million US dollars last year, accounting for 17.5% of total sales.

Chief executive Emanuel Chirico pointed out that the group's performance last year far exceeded its previous long-term goals, proving that the group has strong executive power and expects the group's future tax rate to drop from 20% to around 15%.

In view of the fact that the group is progressively approaching the club of annual revenue of $10 billion, the board passed a $1 billion 250 million stock buyback plan last year.

With the overall speed of the global fashion industry, PVH group will invest more in digital and supply chain in future, so as to adapt to the rapidly changing consumption environment and enhance its competitiveness.

For the 2018 fiscal year, the Group expects revenue growth of about 15% in the first quarter, 17% and 19% respectively for Calvin Klein and Tommy Hilfiger, and 7% for annual revenue growth, 9% and 8% for Calvin Klein and Tommy Hilfiger respectively.

After the release of the earnings report, PVH group's share price rose 3.15% to $148.7 a share, and its stock price grew more than 38% in the past year, and its current market value is about 11 billion 100 million dollars.

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