Calvin Klein's (NYSE:PVH) e-commerce stores are now available on three continents and soon it will be four. By 2016, the sites will be operating in at least 20 different countries.
The two-year, e-commerce project is an ambitious goal set by Steve Shiffman, CEO of Calvin Klein, who took the helm in July, reported Women's Wear Daily. The online initiatives started in the United States, which revamped its site in August and has already seen double-digit increases year-over-year during the start of the holiday shopping season.
Shiffman would not disclose how much of the brand's overall $7.8 billion annual sales last year were e-commerce, but he did say Asian e-commerce is projected to continue to grow by double digits well into 2020.
"[E-commerce] in North America is decent but it has room for upward mobility. We expect the online business to grow at a significant rate," Shiffman told Women's Wear Daily. "It's my vision to manifest the entire Calvin Klein lifestyle and have there be a digital flagship for us in each market."
Currently Calvin Klein gets its Chinese e-commerce traffic from Alibaba's (NYSE:BABA) Tmall.com.
Online shopping in China is booming and taking away from in-store sales for many retailers. For example, last year, Suning, China's biggest retail chain, generated about $17 billion over the course of the year. E-commerce giant Alibaba made almost half that in its Tmall in just one day, Singles Day. A host of retailers are now trying to get a piece of the growing Chinese e-commerce market including brands such as Gilt, Costco (NASDAQ:COSTCO), ShopRunner, Ikea and Zara.
More than half of traffic from Calvin Klein in China comes from mobile, with mobile sales also surpassing the 50 percent range. Mobile is also growing for Calvin Klein in the United States, increasing its rate between 40 and 50 percent year-over-year.
For the foreign e-commerce sites, Shiffman will also focus on a dedicated social media integration, with user-generated images from the #mycalvins campaign.
-See this Women's Wear Daily article (subscription)
Samsung, Best Buy team up to create 'store-in-store' kiosks
Sony shutters 20 U.S. retail stores, slashes 1,000 jobs
Best Buy reports dismal holiday sales, shares tank
Best Buy Canada lays off 950 full-time employees
Best Buy returns to profit, 2,000 manager positions could be slashed