Report on Consumer Behavior: A Study of Calvin Klein's Segments

This report provides an analysis of consumer behavior, specifically focusing on the male and female market segments within the context of Calvin Klein. It examines the products offered by Calvin Klein to both segments, highlighting marketing strategies, brand endorsements (Justin Bieber and Zoe Saldana), and website features. The report evaluates findings related to customer relationships, discounts, and website design, suggesting that Calvin Klein should target urban upper-class youth and business executives who are brand-conscious and seeking high-end products. Effective marketing efforts, leveraging the two distinct website segments, are crucial for enhancing profitability and market share. The report concludes by emphasizing the importance of an accessible website with attractive offers to induce customer purchases and attract the target demographic.

Running Head: Consumer Behavior
Consumer Behavior

Consumer Behavior
Table of Contents
Introduction.................................................................................................................................................1
Male market segment.................................................................................................................................2
Female Market segment..............................................................................................................................3
Evaluating the Findings................................................................................................................................4
Market segment and Market target............................................................................................................5
Marketing efforts.........................................................................................................................................5
References...................................................................................................................................................7

Consumer Behavior
Introduction
Calvin Klein is the company that offers consumers based products for both genders (male
and female). In this report, the discussion will be made on the male and female segment. In the
second phase of the report, the discussion will be made on the market segments and market
targets and how these sections help in marketing. Calvin Klein is known as one of the largest
brands that offer quality products by taking into consideration both male and female section. The
company has licenses for cosmetic jeans, sports, watches and also menswear. The products are
expensive and premium in nature of the Calvin Klein.
Male market segment
Calvin Klein offers a variety of products by taking into consideration the male segment.
In the male segment, it is seen on the website the variety of woolen and summer clothes are
available. There are many styles that are offered in the male segment. By reviewing the Calvin

Consumer Behavior
Klein website, it is seen that there are different categories of clothing from men's t-shirt, polo's,
men jeans, shirts, pants, blazers, sweatshirts and men's outwear. The language used by the
company on the website is English and description of the product is also made in the English
language. Products that are offered in the male segment are available in almost every color like
blue, black, and white, grey. In the male segment recently the latest endorser of Calvin Klein is
Justin Bieber (Thakur & Kaur, 2015).
The latest advertisement in black and white was released. Customer relationship is
maintained in an effective manner. The company offers various discounts on the website. The
discounts are given to induce the consumers to buy the products from the website. Calvin Klein
jeans were known as one of the best sellers among youth. In the male segment, the focus is given
to latest styles and trends in the market that induces customers to purchase the items. The
website of Calvin Klein is unique and has a detailed description of the products that are available
on the website (Solomon, 2014).
(Brand Endorser of Calvin Klein in male segment)
Female Market segment
By giving focus on the female market segment it is seen that the company offers various
products according to the trend and fashion in the market. There are a variety of styles and

Consumer Behavior
designs available in the summer and winter collection. By analyzing the website, it is seen that
there are different categories of clothing like a top, watches, jeans, dresses, outwear and many
other products also (Schroeder, 2017). The language used to describe the products on the
website is English. The designs and styles that are available in the female segment are in every
color. In the female segment recently the celebrity endorsers of Calvin Klein are Zoe Saldana
who was the latest celebrity endorser for the underwear line. Kendall Jenner is also one of the
Calvin Klein endorsers of Underwear lingerie. Also, Diane Kruger is also the brand endorser in
the female segment. In the female segment there are many unique styles and designs offered by
the company to its customers. Like latest tops, jeans, winter wear and watches are offered to the
consumers. The discounts are also given on some products in the female segment, so that they
get induced to buy the product. The customer relations are also maintained by giving good
quality and discounts on the products available on the Calvin Klein website (Juster, 2015).
(Diane Kruger, brand endorser of Calvin Klein).

Consumer Behavior
Evaluating the Findings
By evaluating the female and male segment it is evaluated that the website of the
company offers various discounts on the male and female segment. Quality products are one of
the essential elements that have given growth to the company in the market. It is seen that there
are a variety of styles and designs available in both the segments and also the website is unique
that attracts customers towards the products (Singh et al., 2014). The company gives focus on
enhancing the customer relationships. The relation of the customers can be increased if the
company offers attractive discounts on the variety of styles and design. In the male segment the
latest endorser is Justin Bieber and in the female segment, the latest brand endorser is Zoe
Saldana (Kontu & Vecchi, 2014). In the female segment the company offers various designer
wear and also huge discounts are given on many products. Attractive images are posted by the
company on the website and also on social media sites, so that the customer gets induced to
purchase the products.
Market segment and Market target
In Calvin Klein, the company should give emphasis to urban upper-class youth and business
executives. The product of the company will be preferred more by the urban upper-class youth.
As the ranges of the products are high as compared to other brands, so the company should give
focus to the business group people (Zentes et al., 2017). The market segmentation of the Calvin
Klein should be done by taking into consideration the customers who are looking for high end
best products and also the people who are brand conscious. The people who are brand conscious
will prefer the products more as compared to other consumers. If the Company segment people
who are fashion conscious, then it can be difficult for the organization to accomplish the goals
and objectives in an effective manner (Lee et al., 2013).

Consumer Behavior
Marketing efforts
The two segment (Male and female segment) of the company website will assist in marketing
efforts. The company has two segments by which the particular customer can be targeted in a
proper way. Marketing helps to enhance the profitability and growth of the organization. By
having different sections the consumer can easily identify the products and also there is section
for sorting particular product or style according to the needs and wants of the consumers. If the
company has a simple website to access then it will attract more customers towards the website
to purchase products in an effective manner. The marketing effort can be reduced if the company
offers an attractive website that induces customers to buy the products. Discounts and offers
should be given by the company in the form of codes that can be applied to the website only. If
proper discounts and offers will be introduced, then it can give an effective opportunity to
enhance the market share in the market. The company can easily attract the target group if the
website of the company is presented in a simple way to be accessed.

Consumer Behavior
References
Juster, F. T. (2015). Anticipations and purchases: An analysis of consumer behavior. Princeton
University Press.
Kontu, H., & Vecchi, A. (2014). Why all that noise–assessing the strategic value of social media
for fashion brands. Journal of Global Fashion Marketing, 5(3), 235-250.

Consumer Behavior
Lee, W. J., Phau, I., & Roy, R. (2013). " Bonds" or" Calvin Klein" Down-under: Consumer
ethnocentric and brand country origin effects towards men's underwear. Journal of Fashion
Marketing and Management, 17(1), 65-84.
Schroeder, J. E. (2017). Corporate branding in perspective: a typology. European Journal of
Marketing, 51(9/10), 1522-1529.
Singh, J., P. Kalafatis, S., & Ledden, L. (2014). Consumer perceptions of cobrands: The role of
brand positioning strategies. Marketing Intelligence & Planning, 32(2), 145-159.
Solomon, M. R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). Upper Saddle
River, NJ: Prentice Hall.
Thakur, A., & Kaur, R. (2015). Relationship between self-concept and attitudinal brand loyalty
in luxury fashion purchase: a study of selected global brands on the Indian
market. Management: Journal of Contemporary Management Issues, 20(2), 163-180.
Zentes, J., Morschett, D., & Schramm-Klein, H. (2017). In-store Marketing. In Strategic Retail
Management (pp. 327-350). Springer Fachmedien Wiesbaden.