American CK Fashion - Research on Brand Value in China
Company overview
Calvin Klein (referred to as CK) was founded in 1968 and is an internationally renowned fashion brand originating from the United States, under the PVH Group. The brand operates across multiple categories including apparel, underwear, fragrances, and accessories, known for its minimalist, sensual, and avant-garde brand identity that resonates strongly with global consumers. In recent years, CK has actively expanded its presence in the Chinese market by establishing both direct and licensed retail outlets, with a strategic focus on building high brand recognition and positive brand equity as a leading international fashion brand
Research background
As international brands accelerate their footprint in China, brand value has increasingly become a key strategic asset. To understand Calvin Klein's market performance in key Chinese cities, assess consumer awareness, affinity, and influence, and to provide precise guidance for brand promotion strategies, as well as authoritative data support for future applications for renowned trademark status and brand protection, CK has engaged a third-party professional research institution to conduct a comprehensive brand value assessment.
Research scope
In July 2017, CEIDEA Research, on behalf of the Calvin Klein Trademark Trust, conducted random intercept interviews in seven major Chinese cities—Beijing, Shanghai, Guangzhou, Chengdu, Dalian, Changsha, and Urumqi—targeting urban consumers aged 18 to 45. The study focused on four key dimensions: brand awareness, market share, trial rate, and brand reputation. Through structured questionnaires, data were collected on consumers' level of brand recognition, usage experiences, purchasing preferences, and word-of-mouth evaluations, providing a quantitative assessment of CK's current brand asset status and regional variations.
Expected outcomes
The research findings will provide a comprehensive picture of CK's brand value across China, identify regional strengths and weaknesses in brand communication, and offer data-driven insights for brand promotion, marketing execution, and channel expansion. Additionally, this report will serve as a critical reference for CK's application for renowned trademark status, implementation of brand protection measures, and competitive strategy in the Chinese market, further solidifying its strategic position as a premium fashion brand in China.
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