months to launch
Calvin Klein is a global lifestyle brand that exemplifies bold, progressive ideals and a seductive, and often minimal, aesthetic. Founded in 1968 by Calvin Klein and his business partner Barry Schwartz, have built a reputation as a leader in American fashion through clean aesthetic and innovative designs
Jagged Peak has given us confidence in the ongoing Asia expansion and our investments in the region. Through our partnership, we gain first-rate eCommerce capabilities, and a speedy, low-risk entry into this high-potential region.
— Larry Luk | Head of eCommerce, Calvin Klein
Despite Calvin Klein’s strong physical retail performance in Asia, the fashion label was well aware of the rising trend of Asian shoppers looking for apparel online – and the need to offer user experiences tailored to each market in order to effectively capture this audience.
However, the traditional distributorship model presented a concern. With such models, brands have visibility only into inventory movements, and limited ways to track buyer preferences and purchase patterns – which Calvin Klein needed to understand their online audience and better tailor sales and marketing strategies. A way had to be found to access this intelligence while also ensuring the intricacies of cross-border shipping – such as customs duties and product restrictions – were accounted for.
All this Calvin Klein needed to achieve on a scalable and cost-effective basis – and they needed to achieve it quickly.
Utilizing the Demandware commerce platform and local logistics infrastructure, SP eCommerce worked with Calvin Klein to launch its Hong Kong eCommerce operations in October 2015. This served as the brand’s regional eCommerce hub, from which webstores were rolled out for 6 other Asia Pacific markets – each drawing inventory from the Hong Kong hub but presenting localized interfaces, currencies, and more.
These webstores were managed by SP eCommerce’s store operations teams, ensuring that the day-to-day activities such as product cataloguing, content management, and payments management were handled effectively. Post-sales support was provided by SP eCommerce’s contact center teams across markets and languages, such as both Mandarin and Cantonese support for Hong Kong and Macau.
Calvin Klein benefited from SP eCommerce’s agility and rapid turnarounds from development to launch. Flexible timelines and a single, dedicated point of contact helped Calvin Klein avoid the problems that accompany working with multiple partners and approvals.