Strengths:
- Large target customer
Both Calvin Klein and Tommy Hilfiger cater to both men, women and children.
- Strong variety of products
Calvin is known largely for their underwear and loungewear. However both Calvin and Tommy sell casual clothing, sportswear, tailoring, lingerie, lounge and perfumery.
- Stores worldwide
Both Calvin and Tommy have store located all around the world. Not only do they have stand alone stores they are concessions in department stores. They also have a strong online presence with their online stores and being on sites such as ASOS and Urban Outfitters.
- Strong branding
Both brands are recognisable by their Logos and assets. Calving Klein with their ‘CK’ and band on their underwear and Tommy Hilfiger with their flag.
- Both brands are desirable
Calvin Klein has a large social media presence. Their #mycalvins used a variety of a-list celebrities such as Justin Bieber and the Kardashian family in which they posed in the underwear and hashtagged what they did in their Calvin’s. Tommy Hilfiger have launched two new collections recently. ‘Icons’ with Hallie Baldwin and Winnie Harlow as ambassadors for women and Lewis Hamilton for men. This introduces a younger and exclusive market.
SWOT