American fashion brand Calvin Klein has been resoundingly popular in China, achieving a 50 per cent annual sales growth during the past two years.

“Our business grew 50 per cent in 2010, it will grow 50 per cent this year and the way we’re going, we could see 50 per cent again next year,” said Tom Murry, president and CEO of Calvin Klein. 

“Our global business has been growing at 10 to 15 per cent, so you can see the business here is outpacing the global business by a long shot,” he said.

As part of its growth strategy, the fashion brand relaunched its ck store at China World Mall, one of the leading shopping destinations in Beijing, last week.

The 2100sqft store is inspired by the John Pawson-designed Madison Avenue flagship. It’s previous gray-on-gray palette has been changed to white-on-white theme creating much brighter and softer look.

“I think it’s really important as a consumer to enter a store and feel complicity in tune with the brand DNA,” said Kevin Carrigan, Calvin Klein global creative director.

Without altering its global image, Calvin Klein has infused Asian influences by using red more often as a sign of prosperity and good fortune and Asian-sourced cashmere and silk. To attract and adapt to Asian style, the brand is also adjusting with local preferences.

At present, Calvin Klein has now more than 200 freestanding stores across mainland China. The brand is eyeing to establish feeler stores in China’s third-tier cities.

Contrary to reported China’s economic slowdown, Calvin Klein said that the company is not experiencing any downturn. In fact, the company’s sales this year is estimated to reach $350 million.

“There’s a lot of discussion about the economy slowing down here and we’re not seeing it. Slowing down to nine per cent (growth) is not very much slowing down,” Murry said.

GB