@Home Interview: Clair Mah on the Future of Calvin Klein’s Go-to-Market Strategy

In our “@Home Interview” series, we are highlighting our associates from around the world in their work-from-home environments, how they have adapted to our new ways of working, and what they are most looking forward to this year.

Meet Clair Mah, Senior Vice President of Go-to-Market for Calvin Klein in Asia Pacific.

How have recent digital innovations transformed Go-to-Market (GTM) strategy at Calvin Klein?

The silver lining of COVID-19 is the acceleration of online shopping and the rapid growth of our E-commerce business. We had to pivot immediately to meet our customers where they are, focusing on digital-first GTM innovations, including live-streaming, virtual events, selling and clienteling through social platforms. It’s been a non-stop test and learn loop and we are still exploring every day.

How is Calvin Klein adapting to meet the consumers’ needs in this new global environment?

First, second and third rules - always keep our eyes on the consumers! How they live, how they feel, how they connect and how they shop should be our priority focus in order to engage with them in the most effective and genuine manner. Consumer centricity is the foundation of good business in any environment.

Looking ahead to the future, what are you most excited for at Calvin Klein in 2021?

I am truly excited about the energy and reward of the Power Plan, as well as the expertise and leadership of the new global Calvin Klein team, from Design, to Merchandising and Marketing. These, coupled with our dedicated regional team, will surely create the success that we collectively envisioned.