Calvin Klein x Amazon Fashion
Calvin Klein has opened two techy pop-up shops in collaboration with Amazon Fashion for this holiday season.
Two spaces have been created for the Calvin Klein x Amazon Fashion holiday retail experience, one in New York and one in Los Angeles. Online, the store can be found via amazon.com/mycalvins.
The idea is to sell exclusive pieces of men’s and women’s underwear as well as loungewear solely purchasable to Amazon customers in the pop-up shops. Plus, a range of jeans will be sold online.
Adding to the shopping experience, the offline stores will provide the ability to purchase the pieces by scanning a barcode with the Amazon app and have them sent to the customers’ homes. In the fitting rooms, visitors can interact with Amazon Echo devices, asking questions regarding Calvin Klein products and services. In terms of well-being in the fitting room space (which is closely linked to the final purchase intention), customers can control the lighting and music played.
Customization is also an important aspect of the shopping experience: the underwear collection can be personalized with special embroidery.
”We are proud to collaborate with Amazon Fashion on this exciting retail concept,” said Cheryl Abel-Hodges, head of Calvin Klein Underwear and president of The Underwear Group of PVH. “It is our goal to deliver an immersive and content-driven shopping environment to the consumer, and we are thrilled to introduce this experience to Calvin Klein and Amazon shoppers, both online and offline, just in time for the holiday season.”