Calvin Klein – CK2 Discontinued

Suspended said:

Surely they need to do something different if the market is rejecting their new releases? Or is it really just about “The New”, so it makes no difference to them.

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I assume it’s all about the New for them.

It’s not that the market is rejecting their new releases. It’s that many new releases aren’t making the transition from being a new product to being an established product, and I suspect that has a lot to do with competition for shelf space in stores where people can try it. The entire point of top loading fragrances is to get impulse purchases – try it & buy it on the spot.

CK All is a good example. It’s probably easier to launch a new CK flanker and get it in stores next year than it is to keep CK All in stores next year, not because CK All was a flop (maybe it was? I don’t know). Every year in November, stores make more room for huge holiday displays featuring their best sellers. That leads to lots of scents being dropped because there isn’t enough space. As shelf space becomes available again the next year, stores are trying to lure in customers. New products do that.

Is CK All still in stores? I won’t be surprised if it gets discontinued next year. Obviously, they could just keep selling it online, but it’s probably easier and more profitable to drop it and move on to something new.

I assume it’s all about the New for them.It’s not that the market is rejecting their new releases. It’s that many new releases aren’t making the transition from being a new product to being an established product, and I suspect that has a lot to do with competition for shelf space in stores where people can try it. The entire point of top loading fragrances is to get impulse purchases – try it & buy it on the spot.CK All is a good example. It’s probably easier to launch a new CK flanker and get it in stores next year than it is to keep CK All in stores next year, not because CK All was a flop (maybe it was? I don’t know). Every year in November, stores make more room for huge holiday displays featuring their best sellers. That leads to lots of scents being dropped because there isn’t enough space. As shelf space becomes available again the next year, stores are trying to lure in customers. New products do that.Is CK All still in stores? I won’t be surprised if it gets discontinued next year. Obviously, they could just keep selling it online, but it’s probably easier and more profitable to drop it and move on to something new.