• by Karl Greenberg , August 26, 2008

Phillips-Van Heusen's Calvin Klein division has launched an e-commerce microsite at calvinklein.com, to market and sell its better white-label line of sportswear.

Beginning today, the Calvin Klein Web site now allows U.S. shoppers to access products from the Calvin Klein "better" brand--with apparel and accessories developed especially for the online store as well as Calvin Klein's specialty retail stores, per the company, which started opening the stores in the U.S. late last year. Such stores are now in Atlanta, Georgia; Los Angeles and Costa Mesa, San Francisco, and Glendale, Calif.; Aventura, Fla.; Bloomfield Hills, Mich.; Natick, Mass.; Denver and Las Vegas.

The site lets consumers view products from various angles, zoom in and out, change color SKUs, search by size, create and send wish lists, and search store locations. Other services include gift wrapping, free gift messages, and free shipping on purchases over $200.

The company says the online store will get Web ads and traditional print ad support with the Web address featured in ads. Calvin Klein will also serve up regular seasonal promotions to drive traffic. Next month, for instance, will offer online registrants a chance to win a $1,000 online fall shopping spree.

John Walsh, president and COO of Calvin Klein's retail chain, said in a release that the new e-commerce site--the third phase of the U.S. direct-to-consumer program after the establishment of new stores--will drive future growth, especially in the U.S. "The continued expansion of this important revenue and communication medium is central to our future growth plans and has provided the necessary platform for the development of our on-line business," he said.

The Web concept for the site is via New York-based CreateTheAgency.