Calvin klein

Brand Power- CK
1968- Klien and his childhood friend Barry Schwartz founded Calvin Klein Ltd., in New York City with $10,000. Its just that a buyer from Bonwit Teller fortunately reached him placing a $50,000 order. The first collection was featured at the New York City store which had a line of men’s and women’s coats. He was also described as “the supreme master of minimalism”. In the early 70’s, he added sportswear, blazers and also lingerie to his women’s collection portfolio.

By 1977, annual revenues reached $30 million. Slowly and steadily scarves, shoes, belts, furs, sunglasses were included to the collection. After the company signed licenses for cosmetics, jeans, and menswear, Klein's annual retail volume was estimated at $100 million. 1981-Fortune magazine figured Klein’s annual income at $8.5 million per year. Calvin Klein than introduced a successful line of Boxer shorts for women, and a men’s underwear collection.
The company was having a good time in the early 80’s. Later financial problems increased and rumors spread that Calvin Klein Industries was up for sale. Calvin Klein had almost neared bankruptcy in 1992, but fortunately managed to regain and revive its empire.

Phillips Van Heusen Corp. finally acquired Calvin Klein Inc. for nearly $400 million in cash and $30 million in stock as well as licensing and royalties linked to revenues over the following 15 yrs. The sale also included an ongoing personal financial incentive for Mr. Klein based on future sales of the Calvin Klein brand. Though CKI was not completely owned by PVH, since the jeans, underwear and swimwear business of Calvin Klein was controlled by Warnaco Group- producer of Speedo. They were apprehensive that PVH may take over CK completely.
Finally the day came when CK became the wholly owned subsidiary of PVH, thanks to Apax Partners Inc., a New York private equity firm, which is said to have made an equity investment in PVH worth $250 million in stock, and $125 million; all in exchange for seats on the board of PVH.

June 2003- Kellwood Corp of Chesterfield, Missouri was selected by CKI as a strategic licensing partner to produce, source and distribute CK women's better sportswear line. Warnaco will assume the license for CK collection men's and women's apparel and accessories worldwide from Fingen beginning from 2008.However the deal wont have any impact on existing US licences with Kellwood Corp. for the CK women's better sportswear line and with GAV for the ck Calvin Klein bridge sportswear business.

In 90's, the Company opened stores in Paris, Seoul, and Taipei and ultra-fancy ck Calvin Klein stores in Hong Kong, Milan and Kuwait City. Presently only one Calvin Klein Collection store is operated by CKI, located at 654, Madison Avenue in New York City. There are several stores in Europe and Asia which only carry the ck sportwear line. Warnaco Group also maintains Calvin Klein jeans and other outlet stores. 2006- CK jeans boutiques in Cairo and Alexandria,Egypt. And three in Istanbul/Turkey.
The company is headquartered at New York City.


The most visible brand names in the Calvin Klein portfolio include:
- Calvin Klein Collection(black label)
- ck Calvin Klein (grey label)
- Calvin Klein (white label, sportswear line)
- Calvin Klein Jeans (denimwear line)
- Calvin Klein Home (bedding, towel, bath rug and accessory collections)
- Calvin Klein Golf ( Golfwear)

Calvin Klein is also known for its popular line of fragrances. This part was maintained by Calvin Klein Cosmetics Company, a Unilever Company. But later Coty Inc.,a cosmetics leader took over the licensing agreements.

The company had slightly different marketting strategy from that of others. Their ads seemed to be controversial but anyhow had a glittering career for the models.One of the most fascinating ads was for the cKone perfume, 1999. The campaign displayed e-mail addresses in print ads, targetting the teenagers. When mails were sent to these addresses, the mailers e-ids would be placed on a mailing list which used to send them response mails containing the details pertaining to models lives, which were fake. However it was stopped in 2002.

The Official website of the Company-


is a British Company founded in 1895 named as Mercury Sports. But later in 1958, two of the founder’s grandsons renamed it as Reebok-the name actually comes from Afrikaans/Dutch spelling of rhebok, a type of African antelope or gazelle. The company’s founders, Jeff and Joe Foster found the name in a dictionary which was won by Joe Roster in a race.
In 1979, Paul Fireman, a partner in an outdoor sports goods distributorship, spotted Reebok shoes at an international trade show. He after negotiating for the North American License, introduced three running shoes in the U.S. same year. They were the most expensive shoes in the market at $60.

Freestyle Aerobics:
In 1982, the first Freestyle athletic shoe was introduced designed especially for women. A shoe for a fitness exercise called aerobic dance. The freestyle model was not just popular in athletic but also on streets for its casual looks. The freestyle has been Reebok’s best selling athletic shoe of all times.

Step Reebok:
In 1986, a fitness professional named Gin Miller suffered a knee injury and began stepping on her back step in an effort to rehabilitate her knee. So was the beginning of step training - soon to become Step Reebok.
In 1989, Reebok launched step Reebok after conducting comprehensive scientific and biomechanical research that showed step aerobics was highly effective format for cardiovascular exercise. It was a revolutionary and effective workout program.

Ex-O-Fit: Reebok also introduced a popular athletic shoe “Ex-O-Fit” for men after the success of freestyle.

The PUMP Technology:
Producing innovative and high-tech products has been Reebok’s corporate strategy after the freestyle.In the late 1980’s, Reebok introduced the Reebok PUMP line (PUMP technology), which used an air bladder, inflated by means of a small pump integrated into the tongue of the shoe, thus holding tightly the wearer’s ankle.

In 2002, Reebok introduced Rbk- a collection of street inspired footwear’s and apparels.

The Company headquartered at Canton, MA, USA- avails its products to over 170 countries and is sold through a network of independent and Reebok owned distributors. It employs around 75,000 people as of May 2007.

On Jan 31, 2006, Adidas- Salomon AG acquired Reebok and thus bringing the two brands under one new organization- the adidas group.

It holds the rights to manufacture and market both authentic and replica jersey’s and sideline apparel for the teams of the National Football League since 2002, the Canadian Football league since 2004, and is the official shoe supplier to the NFL and the Major League Baseball.

Allen Iverson signed a lifetime contract with Reebok and remains Reebok endorsed athlete throughout his professional career.

Tennis players- Amelie Mauresmo, Nicole Vaidisova and many more.
Rugby Union - Wales National Team and Tasman Makos in New Zealand’s domestic competition.
Cricket - Mahendra Singh Dhoni, VVS Laxman, Rahul Dravid, Mahela Jayewardene, Shoaib Malik, and Chris Gayle amongst the many. You can also see the Reebok sponsored on the Umpires as well.
FootballThierry Henry, Andriy Shevchenko and many more.

The Company also sponsors many other club teams from various nations.

Slogan: “I am what I am”.

The Official Website of the Company

Tommy Hilfiger

Tommy Hilfiger
was born on March 24, 1951 and bought up in Elmira, New York. Hilfiger was from an Irish Catholic family, and the eldest son. He did his high schooling from Elmira Free Academy, and thus stopped it all the way after. Started working in retail when he was 18. Hilfiger would trek down to New York City to get his hands on jeans and bell-bottom pants which he customized and resold at local Elmira, New York Store, Brown’s.

Own Business:
the People’s PlaceHilfiger later opened his own store in downtown Elmira, named The People’s Place. The store had a minimum business although being on the hot spot for teens. Over the years, many stores in downtown shifted to Arnot Mall in HorseHeads, New York. It wasn’t long before for the people’s place to become another casualty. It later went bankrupt.
Hilfiger after entering into the design aspect of clothing headed to New York City with his now estranged wife, Susie. He was offered design assistant positions with Calvin Klein and Perry Ellis, though he turned them both down with greater plans ahead in mind.

1998- Hilfiger gave Singer Aaliyah her endorsement deal in which he was honored to have her in his Summer 1998 fashion Show in Jamaica.

2006- Hilfiger had a close encounter with Guns N' Roses singer Axl Rose at the Plumm in New York City. Hilfiger reportedly took a couple of swings at Axl Rose for moving his girlfriend's drink, before being carried away kicking and screaming by his own security guards. Club owner Noel Ashman stated, "Axl was a gentleman and had the good sense not to retaliate as he would have done some serious damage to Hilfiger." Later that night, Rose dedicated the song "You're Crazy" to "My good friend Tommy Hilfiger."

Tommy sold his company to Apex Partners an investment company for $1.6 billion.

Family: Hilfiger has four children’s and is currently dating Dee Ocleppo.

The sweatshop crisis:

Hilfiger has been criticized for manufacturing clothes in sweatshops conditions in the United States territory of Saipan, Northern Mariana Islands.


Tommy Hilfiger is a premium global lifestyle brand, covering a range of major product lines and categories organized by various divisions: Menswear, Womenswear, Childrenswear, Denim, Sport, bodywear and other various licensed products such as fragrance, accessories and home furnishings.

1. True Star- a fragrance created by Hilfiger and with spokesperson Beyonce Knowles.
2. True Star Men- a fragrance created by Hilfiger and with spokesperson Enrique Iglesias.
3. Red Label- a line of denim-themed products including jeans, t-shirts, and sweatshirts.
4. H by Tommy Hilfiger- an upscale line which was ended after Tommy Hilfger sold his company, the same sort of style is now carried on under the Tommy Hilfiger label in their specialty stores.
5. Tommy Hilfiger- the company line of clothes sold in department stores, company stores, and specialty stores.
6. Tommy Sport- a defunct line that came out in the 1990s and capitalized on Hilfiger's popularity in urban areas.
7. Tommy Hilfiger for the Home- a line of bedding and bath products.
8. Tommy Sailing- was due to be released in January or February 2007.


In 1921, Guccio Gucci opened a leather goods company and a small luggage store in Florence. He brought his sensible thinking in Italy through leather goods created and produced by the master craftsmanship of Tuscan artisans. Few years later the company rises into success through a sophisticated international clientele.

In 1947
, the company introduced the “Bamboo Bag”, which became company’s first iconic brand. A favorite of royalty and celebrity alike, the bag is still available.

In 1950s
, with the stores opening in Milan and New York, Gucci started to gain global popularity.
Guccio Gucci dies in 1953, after which his sons (Aldo, Vasco, Ugo, and Rodolfo) took over the business. Aldo had helped lead the company to a position of international prominence. Even during the fledging years of Gucci, the family was known for its disputes and infighting.

In 1960’s, Gucci expands by opening stores in London, Palm Beach, Paris, and Beverly Hills. “Jackie O” the Gucci shoulder bag famed by Jackie Kennedy, wife of U.S. President John F. Kennedy. And the Flora Silk print scarf created by Grace Kelly- Hollywood actress.

In 1970’s
, Gucci opened stores in Tokyo and Hong Kong. Thus continued to expand itself in the Far East.

In 1979, the GAC (Gucci Accessories Collection) was introduced by Aldo. He than relegated the control of perfumes to his son Roberto. However, the company was crashing down.The family’s infighting started to rise, taking the tolls on the operations of the company.

During the mid 1980’s Aldo was convicted for tax evasion in the U.S. by the testimony of his own son.

In 1982
, Rodolfo transfers leadership to his son Maurizio Gucci, who holds 50% of the stakes. Rodolfo dies in 1983. In 1984, Domenico De Sole becomes president of Gucci America. Investcorp, a Bahrain-based investment company, purchases the remaining 50% belonging to Aldo Gucci and his descendants in the late 80s.

In 1994
, Tom Ford becomes the Creative Director of Gucci thus leading the company to new heights. Domenico De Sole is appointed as the CEO in 1995 and the company becomes fully public.

European Company of the Year 1998:
In 1998 Gucci was named as “The European Company of the Year” by the European Business Press Federation for its economic and strategic vision and the quality of management.

In 1999
, Gucci enters into a strategic alliance with Pinault-Printemps-Redoute and transforms itself from a single brand company into a multibrand group.

In 2004
, De Sole and Tom Ford left the company and Mark was appointed as the President and CEO of the Gucci division in 2005.
Currently Frida Giannini serves as the Creative Director for the company.
Brands:The company has expanded beyond just being Gucci by a series of takeovers.

The Gucci has complete or partial interests in the following companies or brands:

1. Gucci
2. Yves Saint Laurent
3. Sergio Rossi
4. Bottega Venetta
5. Alexander McQueen
6. Stella McCartney
7. Balenciaga

1.Roger & Galleto Boucheron( also jewelry and watches)
2. Ermenegildo Zegna
3. Oscar de la Renta

1.Bedat & Co.

The official website of company

Diesel S.p.A.

Diesel S.p.A. History:
The company was founded by Renzo Rosso and Adriano Goldschmied in 1978.In 1985, Renzo completely takes over the company.
In 1990s its international marketing strategy starts and Diesel opens its first flagship store in New York in 1996.

Diesel currently outsources its some production to small and mid- sized companies.
The Company’s headquarter is located in Molvena, in the north eastern part of Italy.The company has spread worldwide with over 200 retail outlets and wholesales to retail boutiques and department stores. It employs nearly 3,500 people as of 2005 figures.

The diesel name is licensed to other companies to produce eye wear, jewelry, foot wear, wrist watches, fragrances, and other accessories for men and women. In 26 Nov 2007, Diesel has introduced a new luxury sub- brand called “Black Gold”.

Diesel faced some controversies related to its ad campaigns. Its spring/Summer campaign 2007, dubbed “global warming ready” featured cities like Paris, London, and Venice after global warming has taken place. An image shows that the Eiffel Tower of Paris is surrounded with Tropical rainforest and a man walking a lizard. The company has also sponsored some events to drive its attention to the youth market. It has sponsored the Diesel-U-Music contest or the Diesel wall artistic program; seen marketing clothes in Video games. They have continued this strategy in recent years.

The official website of Company
Website for kids


History: Lotto Sport Italia is an Italian sports apparel manufacturer. Started in June 1973, and founded by the Caberlotto family, who owned an Italian soccer team Treviso. Initially started making tennis shoes; followed by apparel for basketball, volleyball, athletics and football.

Products: Its products are now sold in more than 60 countries. Zhero Gravity shoes are the company’s new high-end boots bearing a unique lace less design.

The company is headquartered at Treviso, Italy.

Sponsors:There are a lot of players endorsing Lotto-
Football (Soccer) players- Dida, Doni, Julio Cruz, Ian Sharam, Kelvin Shaxson, Luca Toni, Stefano Fiore and many others.
Tennis Players- David Ferrer, Juan Carlos Ferrero, Gaston Gaudio, Razvan Sabau, Davide Sanguinetti.
Lotto produces jerseys for a number of teams around the world.
National Teams- Costa Rica, Kuwait, Oman, Panama, Vanuatu, Columbia.

The official website of lotto


Fila History:
In 1911, the Fila brothers formed a company named Fila in Biella, Piedmont. It actually started since the brothers were fired from adidas. Hence they started FILA which preferably stand for “Finally I Left Adidas”. The company mainly manufactures sportswear apparels and footwear’s.

The Italian ownership Holding di Partecipazioni sold the company to US hedge fund Cerberus Capital Management in 2003, since the company had over committed itself to very expensive endorsements. In Jan 2007, the global Fila brand was acquired by Fila Korea ltd (a separate company operating under license). And thus became South Korea’s largest sportswear brand.

The company is headquartered at Sparks, Maryland, USA.

Fila sportswears are seen in sports like Tennis, Golf, Basketball, running and few more.

Individuals like Kim Clijsters, Svetlana Kuznetsova, Alberto Tomba, Grant Hill and Liza Galvan have used this brand or are using it.

Offices:It has offices in 11 countries around the world.The official website of Fila - where you can find more information.


Slazenger established in 1881, were the leading wooden racquet manufacturers in the world. They later took a very strong move into producing tennis balls resulting into the companies leap into the greatest business achievement.

Wimbledon magic:
In 1902, Slazenger’s became the official suppliers of tennis balls for the Championship- Wimbledon.

World War II:
During the World War II, a heavy air raid on London also affected the Slazenger factory. However the company continued the production at other centers.

Slazenger Acquisition:
Over years the Slazenger Company fell into hands of many people who could own it. In 1980’s, there were many brands available to the consumers. The metal racquets were gaining popularity and year’s later composite materials like graphite and fiberglass were used to produce racquets. Slazenger finally started to lose its brand popularity due to the increasing number of newcomers in the race. Eventually became a target to be acquired.
1985- The Slazenger Company was purchased by BTR along with another sporting brand Dunlop sport. Thus formed a company named Dunlop Slazenger.
1996- BTR sold its Dunlop Slazenger stakes in a management buyout which was backed by CINVen.
2004- CINVen sells Slazenger to Sports World International.

The Company is headquartered at Sydney, Australia.

Products: Racquets, Apparel, Accessories, Tennis Equipment, Cricket Equipment

1. Michael Clarke is been endorsing this brand since he was a teenager.
2. They are currently the clothing sponsors for Geelong Football Club.
3. It’s a major sponsor for the Bulleen Melbourne Boomers in the WNBL.
4. Currently they are the clothing sponsors of the Pakistan National Cricket Team.

The official website of Slazenger


Adidas ltd AG is a German Sports apparel manufacture, part of the adidas group. Named after its founder Adolf Dassler in 1948. He was nicknamed as Adi. He started making shoes in 1920 along with his brother Rudolf, who later formed a new shoe company named RUDA; which was than renamed as PUMA. On Aug 18 1949, the company registered as adidas AG. The company’s official logo consists of three parallel stripes.

In 1989, the company was bought in by Bernard Tapie, for 1.6 billion francs with the assistance of Credit Lyonnais bank. Madonna was hired to promote the company. In 1982, Tapie found it hard to pay the loan interest and finally the company was sold to Robert Louis-Dreyfus in Feb 1983 for a much higher amount. In 1997, adidas AG acquired the Salomon group mainly specialized in ski wear. And later the official corporate name was changed to adidas- Salomon AG. Adidas than took over and acquired Taylormade Golf company and Maxfli which made it a strong competitor against its rival Nike.

Reebok Acquisition:
In Aug 2005, adidas purchased the British rival Reebok for $3.8 billion (US). And thus became the number two shoe maker of the world after Nike.

In the same year adidas introduced a shoe with a microprocessor embedded inside and named it as “The World’s First Intelligent Shoe”.

To begin with- London Olympics 2012- adidas is the official Sportswear sponsor.
There is a huge list of people who endorse adidas. The master-blaster in world cricket Sachin Tendulkar is the brand ambassador for adidas. Adidas is also the official sponsor for the Australian Cricket team. It also sponsors a lot more in Tennis, Football, Golf, and Swimming etc.

Slogan: “Impossible is Nothing”.