Calvin Klein
The new premium CK Outlet Concept was launched 2020 with the first store opening in Metzingen, Germany.
Over the last decades Outlet centers, their perception and function have massively changed. Started as a true clearance channel there is a huge shift to a more premium shopping proposition. This concept was developed to match those new consumer expectations. Having also in mind that a lot of new consumers meet the brand first through the Outlet.
More details below.
This outlet concept connects the experience directly to the high-street one of the brand. In look & feel but also in services and experiences. Elements like Bra fit guides, omnichannel services like click & collect and other digital services were incorporated - although driven on a higher capacity and meeting other outlet specific operational needs.
The concepts comes with key brand signature elements – also designed to retro-fit in cost efficient ways – and premium elements like wooden staircases, suspended wooden ceilings, carpets and a superior fitting room experience.
Credits
Calvin Klein A&V Team