Calvin Klein launches holiday pop-ups with Amazon Fashion
Calvin Klein has opened two pop-up shops with Amazon, one in New York and one in LA, offering a holiday shopping experience, featuring exclusive styles of the brand's iconic underwear and jeans, as well as Amazon's Alexa technology.
The two pop-up shops mark the first time Amazon has collaborated with Calvin Klein in this format. The shops will feature a full assortment of men's and women's Calvin Klein underwear and loungewear with exclusive product for sale. Online, Amazon will offer an expanded assortment of Calvin Klein denim and underwear.
Shoppers will be able to customize their purchases with in-store embroidery and will then be able to either purchase product directly in store or have it shipped.
Cheryl Abel-Hodges, head of Calvin Klein Underwear and President of The Underwear Group (PVH) said, “It is our goal to deliver an immersive and content-driven shopping environment to the consumer."
The pop-up shops will also feature Amazon's Alexa technology. Customers will be able to ask Alexa questions about the products on sale and request to change the lighting or music in the fitting rooms.
In addition to customization bars, the pop-up shops will encourage customers to create social media content on site. Customers will be able to share their unique content through social media, and a lounge area will encourage collaboration between shoppers in the bi-coastal locations through Amazon's Echo Show. Model and entrepreneur Karlie Kloss and comedian and author Lilly Singh will also attend special brand events.
Michelle Rothman, VP of Amazon Fashion, called the pop-up shops a fun and interactive way to connect consumers to the product. Rothman added that the holidays are one of the most important shopping times for Amazon's customers.
The LA Calvin Klein x Amazon Fashion pop-up is located in Santa Monica at 1444 Third Street Promenade. The NY pop-up is located at 545 Broadway on SoHo. The pop-up shops are open now through December 31.
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