{"id":21379,"date":"2022-04-16T16:43:18","date_gmt":"2022-04-16T14:43:18","guid":{"rendered":"https:\/?p=21379"},"modified":"2022-04-16T16:43:51","modified_gmt":"2022-04-16T14:43:51","slug":"calvin-klein-no-ofrezcas-suenos-ofrece-lo-que-vende","status":"publish","type":"post","link":"https:\/\/luxonomy.net\/es\/calvin-klein-no-ofrezcas-suenos-ofrece-lo-que-vende\/","title":{"rendered":"Calvin Klein: no ofrezcas sue\u00f1os, ofrece lo que vende"},"content":{"rendered":"

La ma\u00f1ana en que Calvin Klein lanz\u00f3 su colaboraci\u00f3n con la marca de skate Palace<\/em><\/strong>, Stefan Larsson, director ejecutivo de la matriz de la marca, PVH Corp., recibi\u00f3 un mensaje de texto de su hija en edad escolar que era a la vez preocupante y emocionante: \u201cEl sitio de Calvin Klein ha colapsado. \u00bfPuedes recuperarlo?<\/strong><\/p>\n

La demanda de la colecci\u00f3n de camisetas, sudaderas, pantalones cortos de mezclilla y ropa interior con los logotipos de las dos marcas<\/strong> fue tan fuerte desde el principio que provoc\u00f3 un breve apag\u00f3n en la tienda web de Calvin Klein. Alrededor del 70 por ciento de la indumentaria se vendi\u00f3 el d\u00eda del lanzamiento<\/strong>, en lo que Larsson anunci\u00f3 a los inversores reunidos en un evento de PVH en Nueva York a principios de esta semana como “la colaboraci\u00f3n m\u00e1s exitosa que hemos hecho hasta ahora”.<\/p>\n

La \u00fanica nota amarga provino de algunos cr\u00edticos en l\u00ednea y expertos en marcas<\/strong>, quienes cuestionaron si los sujetadores y calzoncillos estampados con las palabras alternas “Calvin Klein” y “Palace” eran la mejor expresi\u00f3n de la sensibilidad de las dos marcas ic\u00f3nicas.<\/p>

\"\"<\/a><\/div>\n

\u201cEn t\u00e9rminos de comunicaci\u00f3n y marketing\u2026 fue una campa\u00f1a muy poderosa\u201d, dijo Naomi Accardi, consultora creativa que ha trabajado con Nike y Adidas. \u201cPero luego, cuando vi la ropa real, realmente no entend\u00ed el punto de la colaboraci\u00f3n\u201d.<\/p>\n

Para Larsson, que fue nombrado director ejecutivo de PVH Corp. el a\u00f1o pasado, el objetivo era que los clientes se apresuraran a entrar al sitio web de Calvin Klein<\/strong>. Hablando ante una sala llena de inversores en la sede de la marca en 205 West 39th Street, donde el propio Calvin Klein realiz\u00f3 desfiles en la d\u00e9cada de los 90, el mensaje no podr\u00eda haber sido m\u00e1s claro: la era de la moda con F de fashion may\u00fascula en Calvin Klein ha terminado y la la era del \u201cproducto h\u00e9roe\u201d est\u00e1 en marcha<\/strong>.<\/p>

\"\"<\/a><\/div>\n

La estrategia ha ayudado a Calvin Klein a recuperarse de la pandemia, con ventas de 3.700 millones de d\u00f3lares en su a\u00f1o fiscal que finaliza en enero, aproximadamente igual a las de 2019. El objetivo de PVH es aumentar las ventas en un 46 % hasta 5.400 millones de d\u00f3lares para 2025<\/strong>.<\/p>\n

El producto<\/h3>\n

Mejorar la ejecuci\u00f3n del producto, como dice Larsson, significa repetir los “productos h\u00e9roes” de Calvin Klein como ropa interior, sudaderas y camisetas con combinaciones de colores y materiales de moda. En Tommy Hilfiger, la otra marca poderosa en la cartera de PVH, eso significa que los productos m\u00e1s vendidos de la marca representan el 80 por ciento de su surtido, con art\u00edculos de moda de temporada que representan el 15 por ciento y el 5 por ciento dedicado a colaboraciones de edici\u00f3n limitada. PVH se neg\u00f3 a revelar si esa estrategia tambi\u00e9n se aplicar\u00e1 a Calvin Klein.<\/p>\n

Se trata de lograr un equilibrio entre atraer lo que a los clientes ya les gusta de Calvin Klein y la novedad impulsada por nuevos momentos culturales<\/strong> que mantendr\u00e1n la marca actualizada.<\/p>\n","protected":false},"excerpt":{"rendered":"

La ma\u00f1ana en que Calvin Klein lanz\u00f3 su colaboraci\u00f3n con la marca de skate Palace, Stefan Larsson, director ejecutivo de la matriz de la marca, PVH Corp., recibi\u00f3 un mensaje de texto de su hija en edad escolar que era a la vez preocupante y emocionante: \u201cEl sitio de Calvin Klein ha colapsado. \u00bfPuedes recuperarlo?…<\/p>\n","protected":false},"author":10,"featured_media":21380,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"Calvin Klein: no ofrezcas el sue\u00f1o, ofrece lo que 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content=\"Calvin Klein: no ofrezcas sue\u00f1os, ofrece lo que vende | LUXONOMY\" \/>\n<meta property=\"og:description\" content=\"La ma\u00f1ana en que Calvin Klein lanz\u00f3 su colaboraci\u00f3n con la marca de skate Palace, Stefan Larsson, director ejecutivo de la matriz de la marca, PVH Corp., recibi\u00f3 un mensaje de texto de su hija en edad escolar que era a la vez preocupante y emocionante: \u201cEl sitio de Calvin Klein ha colapsado. \u00bfPuedes recuperarlo?…\" \/>\n<meta property=\"og:url\" content=\"https:\/\/luxonomy.net\/es\/calvin-klein-no-ofrezcas-suenos-ofrece-lo-que-vende\/\" \/>\n<meta property=\"og:site_name\" content=\"LUXONOMY\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/luxonomy\" \/>\n<meta property=\"article:published_time\" content=\"2022-04-16T14:43:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-04-16T14:43:51+00:00\" \/>\n<meta property=\"og:image\" 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