Calvin Klein Shifts to White Label
Carole Sloan -- Home Textiles Today, February 26, 2007
In a move designed to expand the number of doors carrying the line, Calvin Klein Home is phasing out its Khaki Collection, and moving to the Calvin Klein White Label program of comforter sets, duvet sets, and sheet sets.
The White Label will be available only to the department stores carrying the Calvin Klein Home program currently, but will facilitate expansion into additional doors that have not been able to physically present the other programs, said Rudy Schmatz, chairman of the Calvin Klein Home division of DWI Holdings, the licensee for the home textiles segment.
Currently, the brand is featured at Bloomingdale's, Macy's, macy.com, Dillard's, Carson's, and Fortunoff.
Three prints on cotton sateen and two yarn dyes make up the fabric selection with duvet sets ranging from $199 to $230, and sheet sets at $120 for the queen. Both duvet sets and comforter sets come with two shams; sheet sets have two cases.
The price points for White Label are about 30% lower than Khaki had been, and the designers are targeted to a younger customer than either Khaki or Collection, Schmatz said.
Designs include graphic motifs, geometric linear effects, leaves and vines, and colorings that range from persimmon to aqua to more signature khaki/cream combinations.
Six new beds have been introduced in Collection, with more color shown throughout in aquas, yellows and saffrons, and plums and garnet.
Satin Circles, an engineered jacquard with woven circles and stripes, creates a graphic look, while Dahlia uses a mix of yellow tones in a Japanese watercolor effect.
In the Core program, four new items have been introduced: Honeycomb Stripe, a combed cotton in an engineered woven with rows of honeycomb weave structures; Blanket Stitch Twill in five new colors, Core Blanket, a nubby yarn dyed plain weave; and Chevron Matelasse, a lightweight jacquard matelasse in a graphic chevron design.
From a business perspective, Schmatz said, "The last six months have been extraordinary for us; it's been absolutely spectacular. The color palette has been dead on, the styling is stronger, and customers understand the Core concept."
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