StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

Calvin Klein in the UK Womens fragrances market - Essay Example

Cite this document
Summary
Calvin Klein is a quite visible brand in the UK women’s fragrances market. Though the market niche Calvin Klein works in is quite competitive, the company manages to remain successful and profitable. The reasons of such success may lie behind successful branding and marketing strategies of Calvin Klein. …
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER94% of users find it useful
Calvin Klein in the UK Womens fragrances market
Read Text Preview

Extract of sample "Calvin Klein in the UK Womens fragrances market"

?Calvin Klein in the UK Women’s Fragrances Market Calvin Klein is a quite visible brand in the UK women’s fragrances market. Though the market niche Calvin Klein works in is quite competitive, the company manages to remain successful and profitable. The reasons of such success may lie behind successful branding and marketing strategies of Calvin Klein. However, that might not be the case. So, in order to determine what role branding plays in Calvin Klein’s achieving success the given paper will analyze the major principles of branding applying them to Calvin Klein. The UK market of women’s fragrances, as well the influence of own brands on Calvin Klein will be analyzed for this purpose too. A brand is what can make a business more successful. The major goal of branding is to deliver the essence of a business to customers, to make them associate something with the product that stands behind the brand. In addition, effective branding creates increased product awareness, so that potential buyers of a product know exactly what the benefits of the product are. Such brand attributes as a logo or a slogan, among others, gets associated with the product itself. Similarly, a branding strategy may involve people’s associating certain emotions, thoughts, states, images or experiences with the brand and the product. The goals of branding include delivering the message about the product, as well as values that stand behind it, to the customers, building consumer loyalty toward the product, motivating potential consumers for buying the product, highlighting the advantages of the product, and even creating an emotional connection between people and the product. That is exactly what’s taking place in the UK market of women’s fragrances. Since it is a rather competitive market, the importance of branding cannot be underestimated. The competition is fierce, so companies must be doing their best for maintaining their visibility and success in the market. The average annual growth rate of the UK women’s fragrances market was 5% in 2007, and 62% of the market are occupied by five large companies, according to UK Market Intelligence Report (2007). So, though Calvin Klein is known worldwide, the competition in the UK is great. Women’s fragrances of such famous brands as Christian Dior, Gucci, Ralph Lauren, Emporio Armani, Chanel, and Tommy Hilfiger are being sold along with Calvin Klein perfumes. Furthermore, in addition to competing with globally known labels, Calvin Klein has to compete with own label brands. European Cosmetic Markets (2005) reports that, though famous brands are preferred by UK women and make 92% of the proposition, the share of private label perfumes is growing. In 2005, for instance, it made 8% and experienced a 8.2% growth. Though in many markets own brands are represented by cheap alternatives to well established brands, the situation in the women’s fragrance market of the UK is different. According to UK Market Intelligence Report (2007), niche luxury brands that bring clients value, individuality, and a feeling of rarity and authenticity, such as Calvin Klein, are more popular among buyers and are one of the market drivers. Therefore, own labels that compete with such brands are, these days, not simply cheap analogs, but, on the contrary, similarly positioned and well advertised labels. As such, own labels of the women’s fragrance market are nearly as strong as globally known brands. Furthermore, in addition to creating competition, own brands are a threat to Calvin Klein. As Tutor2u.net reports, sales of own brands are continuously growing in the UK. This may lead to supermarket’s giving preference to their own brands, thus reducing the number of other brands on their shelves. Though it is rather difficult for own labels to compete in the market of luxurious fragrance due to a high number of established labels, own brands might still be a problem for Calvin Klein. Amplifying, according to Kotler et al. (2009) is one of the strategies Calvin Klein uses for marketing its products. It means the company is trying to make people talk about their product to create a resonance in the society and, in such a way, increase brand awareness. However, not all of their efforts have been successful. A mix of sexuality and masculinity that Calvin Klein introduced when marketing one of their perfumes, caused much controversy and criticism that claimed the company was selling sex. Well, though from the first sight the campaign might look to have been unsuccessful, in reality the company got what it wanted – their product was talked about. Still, the image of a brand is not perfect. Media Awareness Network (2010) reports that a relatively large segment of general public believes Calvin Klein to use pornography in their advertising campaigns. This assumption, though makes the company talked about and, thus, raises brand awareness, does not add to the image of the brand. The lines of Calvin Klein women’s fragrances are now managed by Coty, Inc, a New York based cosmetics company, which is also the owner of such strong brands as Pierre Cardin, Adidas, Chloe and Davidoff (Coty.com). Therefore, the company might think of using less controversial images when advertising Calvin Klein. Another problem is that Calvin Klein, being a relatively old label, may be perceived by some potential customers as old-fashioned or out of date. It is especially true in regards to younger generation that is always eager to explore something new. At the same time, the general overview of Calvin Klein’s marketing mix creates a rather positive impression. The brand name is famous; the products look great and have appealing packaging. In addition, some competitive advantage is added by the brand’s reputation. The pricing strategy, which is premium pricing, is aligned with the branding and marketing strategy. Being an old and established brand, Calvin Klein has sound distribution channels – their fragrances are sold in many places, which include both real and internet shops. As for promotion, as it was already mentioned, the advertising campaigns of the brand may seem to somewhat diminish the value of the product. Nevertheless, the brand in general can be said to be successful – it has a distinct and original identity that appeals to certain values of potential clients, the message is clearly and consistently communicated to the public, as well as develops and changes (introduces new products) with time. However, Calvin Klein line of women’s fragrances should, first of all, work on improving its image. The cases with pornography do not add to the positive image. So it might make sense for the brand to change its advertising strategy – make the images less controversial and continuously support the more restrained image. It would help the label because delivering a positive presentation of the brand will not only make people associate Calvin Klein with something positive, but also build customer loyalty and respect. In addition, it might be useful for Calvin Klein to create a fragrance collection – fragrance collections have become a trend of the recent years (The Premium Market Report 2010/11). Such a step will bring newness to the ‘old’ brand, as well as raise interest to the company and increase its visibility in stores. Reinvigorating – that is maintaining communicating the brand fresh – is another essential part of the branding strategy Calvin Klein should follow. Though consistency is, of course, important, new, different and fresh statements will add more life into the brand’s nature. References Coty.com (2011) Brands. Web. Accessed March 31, 2011. Kotler, P., Keller, K., Brady, M., Goodman, M. and Hansen, T. (2009). Marketing management. Pearson Education. Media Awareness Network (2010). “Calvin Klein: A Case Study.” Web. Accessed March 31, 2011. The Premium Market Report 2010/11. “Key Fragrance Findings from The Premium Market Report 2010/11.” I M Associates. Web. Accessed March 31, 2011. Tutor2u.net. “case study - supermarket own-label brands.” Web. Accessed March 31, 2011. Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Calvin Klein in the UK Womens fragrances market Essay”, n.d.)
Retrieved from https://studentshare.org/management/1412927-calvin-klein-in-the-uk-womens-fragrances-market
(Calvin Klein in the UK Womens Fragrances Market Essay)
https://studentshare.org/management/1412927-calvin-klein-in-the-uk-womens-fragrances-market.
“Calvin Klein in the UK Womens Fragrances Market Essay”, n.d. https://studentshare.org/management/1412927-calvin-klein-in-the-uk-womens-fragrances-market.
  • Cited: 0 times

CHECK THESE SAMPLES OF Calvin Klein in the UK Womens fragrances market

Referral Fashion Promotion: Gucci

Referral Fashion Promotion: Gucci Executive Summary The branded fragrance market is highly competitive and Gucci has well managed to survive in the competitive market by launching new products both for men and women.... Gucci fragrance sector has experienced huge growth and also sees opportunity to grow not only in the developed market but also in the emerging markets.... The paper deals with the promotional audit and analysis the component of promotional mix which has been used by Gucci to create a brand name in the market....
14 Pages (3500 words) Essay

The reformation of the masculinity through Metrosexuals in the fashion advertising

Images of the new man emerged everywhere from calvin klein's ‘Eterntity', an image of the perfect father figure, to a domestic hero advertising Mr.... hellip; This paper takes a diligent effort to discover the reformation of the masculinity of men in the fashion advertising in UK market....
14 Pages (3500 words) Essay

The Sophie Dahls Opium Perfume Advertisement

The Sophie Dahl's Opium perfume advertisement for Yves Saint Laurent conveys a meaningful message that we study in this essay from different perspectives.... We take a look at the life of Sophie Dahl, the characteristics of the Opium perfume, the widespread use of Shock Advertising, the history of nude painting, and Advertising as Art in order to see from several angles how this well-known advertisement has something to say about our own sexuality....
26 Pages (6500 words) Essay

Launch of Cosmetic Industry in Dubai

hellip; As per recent statistics, there has been a category growth of 12% annually and the market wide revenue for the segment is expected to grow from 1.... The total personal care market in the Emirates alone was higher than $414.... The Terpstra and Sarathy Cultural Framework2 helps marketing managers to assess the cultural nature of an international market.... Consumption of cosmetics and fragrances in the Gulf states is one of the highest per capita in the world with the average purchase estimated to be in the region of $334 per head....
15 Pages (3750 words) Case Study

Visual Media - Analysis of Three Advertisements

Again like Ralph Lauren, calvin klein is also a well-known brand.... The first advertisement has a simple propaganda technique.... It has a beautiful half naked woman getting intimate with an equally scantily dressed man.... There is no obvious sexual action but something sexual is about to happen and you can feel it....
4 Pages (1000 words) Essay

Calvin Klein's Advertisement

In a recent calvin klein advertisement there are various themes which have been put into consideration and have been considerably used to put forward the message intended by the seller to the probable buyers.... On the other hand, it's clearly evident that the advertisement, which involves introducing a new product into the market, is meant to call attention to the product so that the target audience can be attracted to it, like it and at the end of the day purchase the product....
4 Pages (1000 words) Essay

Chanel and Armani's Retailing and Distribution Strategy

In this competitive global market environment it is very necessary for all the companies to continuously grow and expand their market presence so that they can increase their market share comparatively by a good percentage and also are able to capture most of the market share… In the fashion industry as people of different countries are moving towards taking the branded products the opportunities for fashion companies are very huge in the global market....
12 Pages (3000 words) Essay

Marketing Analysis of DKNY

One DKNY makes use of different strategies compared to its competitors such as calvin klein, DKNY and Gucci in selling its products.... DKNY brand has a huge market presence globally and therefore we are going to narrow down to the strategies deployed in its Bond Street store.... The company in the early days marketed itself as a fashion brand that was specifically made for the modern and hip women since this target market had been neglected by big fashion brands....
6 Pages (1500 words) Case Study
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us