With swarms of gift shoppers descending on streets and malls, the Holiday season is the best period of the year for pop-up stores, and smart brands use this opportunity to test out new concepts. Last week Calvin Klein and Amazon Fashion launched Calvin Klein X Amazon Fashion, a new holiday retail experience that includes two pop-up stores, one in New York City and one in Los Angeles, and a dedicated online store offering exclusive styles of Calvin Klein Underwear until December 31st.
At the brick and mortar locations the first thing customers notice is that there are no price tags, they can scan the item barcode and purchase their selection with their Amazon app and then choose to bring it home right away or have their purchases customized with embroidery and delivered by Amazon. This approach solves several problems both for the shoppers and for the brand. The shoppers have the convenience of continuing shopping without having to carry bags from store to store; the brand knows that it will never have to miss a sale for low inventory. This partnership also gives Amazon the opportunity to push what it is clearly considered their key into the consumer digital tech future. All the fitting rooms contain Amazon Echo devices and Alexa is available to help shoppers get the best shopping experience by answering questions on the products, adjusting lights or playing their favorite songs.
But it's not going to be just virtual entertainment; special events are planned throughout the season including special appearances by super model entrepreneur Karli Kloss, also featured in the Amazon.com/mycalvins campaign.
“The holiday season is one of the most important shopping times for our customers, and we are delighted to team up with Calvin Klein to provide a fun, interactive experience that connects our customers to product in an engaging way,” said Michelle Rothman, Vice President at Amazon Fashion.
Both the physical store and the website are selling Calvin Klein Underwear men and women lines; while the online selection is extended to several Calvin Klein Jeans styles.
Calvin Klein, Inc. is a wholly owned subsidiary of PVH Corp. whose portfolio also includes Tommy Hilfiger, Van Heusen, Izod, Arrow, Speedo and Warner's.