Calvin Klein Continues to Shatter Rules With CKOne

Last year, Calvin Klein Cosmetics Co., New York, broke with tradition when it launched CKOne, a shared fragrance for both men and women. Not only was the product unusual, so was its merchandising and distribution.In September 1994, the company shipped 4,300 freestanding floor displays to stores throughout the United States and Canada. And not just any stores -- the unisex products were introduced through the Tower Records chain of music stores, in addition to upscale department stores."CKOne is all about breaking rules," says Kathy Cullin, director of global marketing. "One of the rules we broke was coming out from behind glass. We felt that it was very critical to the success of the brand that we become as accessible to the consumer as possible." And that meant breaking out of the confines of the cosmetic counter in favor of open selling in the aisle. With the floorstand, consumers can interact with the product independently, without waiting for professional help.The floorstand represents Calvin Klein Cosmetic's first experience with a freestanding display. A clip-on bottle holder encourages consumers to sample the scent, while a convenient price strip provides additional information.Available in two sizes, the larger measures 33 inches wide by 78 inches high by 27 inches deep. It can accommodate up to 400 units of product. The smaller, measuring 20 inches wide by 72 inches high by 24 inches deep, holds an assortment of about 240 units.The overwhelming success of the unit domestically led to this fall's launch of the same concept in Europe and Latin America. Approximately 5,000 floorstands accompanied the worldwide introduction, as well as a reduced-size countertop version for parfumeries.Cullin calls reaction to the floorstand "phenomenal" and says consumer response to the product has also been "far beyond expectations." While the brand positioning targets 18- to 29-year-olds, the reality is that it draws a much wider age range, Cullin explains. Approximately 40 percent are male.Cullin says the line's success has been so great that the company has added three new items to the collection this fall. "We've added a body wash, a [glycerin] soap and a deodorant," she notes. The CKOne line originally included a 3.4-oz. eau de toilette, a 67-oz. eau de toilette, a skin moisturizer and a body massage oil.In order to carry the brand, retailers have to purchase a minimum of two fixtures -- one each for the men's and for women's fragrance areas. Some department stores have purchased additional units for outposting to other areas, such as men's furnishings or apparel. Cullin places the cost at under $500 per fixture.Usually the last ones to willingly shatter rules, traditional fragrance retailers were not overenthused with the new approach. Yet, they were "very excited to be attracting a new consumer," says Cullin. The marketers worked closely with retailers to establish the guidelines for the groundbreaking display. One of the concerns, that the structure not be so tall as to interfere with line of sight across the selling floor, resulted in the production of the clear acrylic logo header.Again, accessibility was key, this time with retailers in mind. "The shelves can be adjusted to suit any product mix, and the whole unit can be rolled out anytime they need to move it," notes Cullin.Inspired by a Calvin Klein clothing display, the unit was executed by Consumer Promotions Inc., Mount Vernon, New York.Heavy-gauge, powder-coated metal tubing makes up the display's frame and the movable shelves. Four to a side, the shelves hook into holes drilled in the frame uprights.The top horizontal bar features a channel into which a price strip slips. The complete unit rests on lockable rollers. No equipment beyond the included four thumbscrews are needed to assemble the unit, which ships in four cartons. "Refurbishment parts can be ordered in prepacks in the rare event a piece breaks or is lost," adds Cullin.

Calvin Klein Continues to Shatter Rules With CKOne

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