Fashion slavery has been a catalyst in the lives of the modern generation. Brand names have become the centre of what's in and what's not. Comfort, style and price are now just among those that follow after the BRAND. Fashion has become a vast competition of branded products. Promotional campaigns have included the use of famous faces on TV, screen, papers, and including those who have made negative marks on people's minds; the name of the game is FAME.
Calvin Klein is one of the most sought after brands in the X generation. This brand in fashion came to reality in 1968 by the founder, Calvin Klein himself. The company started and housed in Midtown Manhattan, New York City. An emblem validates the existence of a brand in the circle of fashions hottest; "CK" marks Calvin Klein.
The company was specialising in coats when it started in 1968. It was then known as Calvin Hotel in New York where Calvin Klein coat shop was. It was in this event that a collection of men's and women's coats were featured at the New York City store after Bonwit Teller miraculously placed an order amounting to $50,000. And it is from this story that we could say, the rest is history. Klein Limited. A story circulated that just a year later, a man named Bonwit Teller mistakenly placed an order of $50,000 after accidentally ending up on a wrong floor in the New York
Mr Klein became famous and dubbed as the "supreme master of minimalism." He appeared on the cover of Vogue magazine in 1969. This occurrence led to more success in the field of fashion industry and more clotheslines were added to the collection and features. Sportswear, lingerie and classic blazers were the additions in the "family." Calvin Klein's fame resulted garnering of prestigious awards like Coty Award which was garnered for three consecutive years; this award was for his 74-piece women's wear collection in 1973. The sales hit an amazing $30 million and Calvin Klein branched out to more products like scarves, shoes, sunglasses, scarves, belts and sheets. Famous names in the movie industry like Brooke Shields became an endorser and this resulted to more success and higher revenues.
The venture in fragrance and cosmetics gave big blows in the company. Major losses were the reason for the withdrawal of these products. The success continued with the creation of underwear lines for men and women. The brand Calvin Klein became a word of the mouth.
The remarkable success continued through the early eighties and the world market was penetrated for retails. The brand became famous not only in the United States with 12,000 stores but also in several countries.
But just like any other business, Calvin had its fall as well. Disagreements to manufacturers and other serious problems resulted to financial catastrophes. The company almost faced bankruptcy in 1992. Problems did not finish and new circulated about the sale of the company. However, no sale pushed through and the company to this date is surviving and indeed was the sponsor for America's Next Top Male Model.
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