• WWD

Calvin Klein Partners With Amazon on Holiday Pop-ups


Calvin Klein is breaking with tradition and releasing product exclusively through Amazon before it hits department stores.

Calvin Klein is switching things up for the holiday season.

The PVH Corp.-owned company is releasing men’s and women’s product from its Calvin Klein Underwear and Calvin Klein Jeans lines exclusively through Amazon — it won’t be released to department stores until next year. They’ve partnered with the retailer to create holiday pop-ups in New York and Los Angeles, which are open from Nov. 16 through Dec. 31, to offer selection of this product that will be available to purchase in a variety of ways.

Customers can either buy the product in store using a credit card, cash or Amazon Pay, or they can utilize the Amazon App to scan a bar code and purchase the item through their mobile phones. These purchases are then delivered to their home address. Customers will also have access to a broader assortment via the app.

The New York space, which is located at 545 Broadway in SoHo, also includes customer reviews of product posted on racks, a personalization area where shoppers can get pieces embroidered with their initials or a message, and fitting rooms with 360-degree mirrors and an Amazon Alexa that lets shoppers make music requests as they are trying on clothes.

These pop-ups also mark the relaunch of Calvin Klein body, a loungewear line that will be available more widely in 2018. There are plans to hold events in the pop-up with notables including Karlie Kloss and comedian and author Lilly Singh.


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