About calvin kelvin brand -marketing strategies apparel marketing 2017

2. About the Brand
Overview of ck
Brand Identity
Brand association network
Promotions
Case Study
References

3. American fashion
house founded by
designer Calvin Klein
and Barry K.
Schwartz in 1968.
Headquartered -
Midtown Manhattan,
New York City.
Currently owned by
Phillips -Van Heusen
Corporation. (2000-
present).
Exemplifies- bold,
progressive ,seductive,
minimal & aesthetic.
The first Calvin Klein
collection was a line of
"youthful, understated coats
and dresses“.

4. OVERVIEW
VISION To become one of the choice of the
consumers. Increase National market
share
MISSION CK believes in a culture that provokes
discovery and brave thinking. Inspire
passion in our people. We embody
authenticity and embrace individuality.
Significance of the Logo The white colour represents the
charm and the purity of the Calvin
Klein brand while the black reflects
its sophistication and elegance.
PRODUCTS Women's wear, menswear, jeans,
cosmetics and perfumes, bed and
bath linens, and other collections

5. Retail sales - $8.4 billion(approx.) in
2016
Revenue – north America-54%
International(Europe) – 46%
Distributed - wholesale partners and
through over 3,000 retail locations
across the world.(use of licensing )
Klein became famous for his
advertisements, some of which verged
on the controversies.

6. PHYSIQUE
• B&W Logo
• Famous for jeans and Underwear
• Casual and Everyday Wear
• Mostly Monochrome
PERSONALITY
• Youthful
• Energetic
• Confident
• Spontaneous
CULTURE
• Modern Style
• American
• Fast Changing
SELF IMAGE
• Attractive
• Powerful
• Stylish & Passionate
• Empowered Individual
REFLECTION
• Stylish
• Modern
• Risk-Takers
RELATIONSHIP
• Social
• Extremely Loyal
• Adaptive

8. Brand association network
Customer describe CK as
sexy, luxurious, minimal,
classic, intimate,
professional. This positive
image can make customer
have loyalty, believe CK
have good quality ,unique
fashion design and provide
brave, sexy, delicacy
product for them

9. Highly
believes in
promotional
strategies even
controversial
advertisement
s if they
require.
In 1970s, a
billboard
advertiseme
nt showing
Patti
Hansen,
caused a lot
of
controversy.
The
company
has an
infamous
monogra
m “cK”.
The tag
line is
“between
love and
madness
lies
obsession”

10. In 1980, Brooke
Shields appeared in
Calvin Klein Jeans ad
campaign. With the
tagline: “You want to
know what comes
between me and my
Calvins? Nothing.”
many thought it was
controversial
considering Shields
young age of 15. CBS
would go on to ban
the commercial
Ck Advertisement
involves more
pornography like
child boy underwear
ad in 1995 or in 2008
Eva Mendes appeared
in the commercial for
Calvin Klein's
perfume, Secret
Obsession. She rolled
around the bed,
topless. There all are
controversial .
Year - 2010
The Advertising
Standards Burea
found the images
to be "suggestive of
violence and rape."
The ads also
received backlash
from sexual assault
workers and
women's' groups.

11. Promotion plays an important role in establishment of ck
Brand. ck Brand is famous for its controversial advertising
campaigns. It's ad"s is all about pornographpy.
Promotions includes TV advertisement, direct marketingand
social media marketing, promotional offers.
Calvin Klein also using famous personalities to showcase
their products in their ads. Some of the name includes Mark
Wahlberg, Kate Moss, Eva Mendes, and Scarlett Johansson.In
recent times we have seen Justin Beiber and Kendall Jenner
advertise for Calvin Klein undergarment range.
The TV advertisement includes teenage kid with some explicit
content which did not appeal to the users, it created negative
publicity among the viewers.

12. #MyCalvins hashtag allow users from all over the world, to engage and participate on
different platforms such as Instagram, Twitter and Tumblr, to show off their style online.
Instagram is one of the most popular social media platforms available to people to date,
with over 500 million users, Calvin Klein having 6.9 million of them.
Facebook – 11 Million
Twitter – 3.28 million
Having a number trendsetting, new-generation celebrities like Kendall Jenner, Justin
Bieber and Bella Hadid endorsing and promoting their product, brings a whole new and
younger demographic that now want to associate with the brand.
#MyCalvins Shows individuality and expressing your ideas or opinions but also there
was seen “too sexual” by some audience members and had people suggesting Calvin
Klein was promoting rape-culture for an up-skirt picture taken of one of their featured
artists.

13.  https://pvh.com/company/business-groups
 https://marketrealist.com/search;text=calvin%20klein
%20
 Controveries Promotions -
http://www.complex.com/style/2013/09/controversial-
calvin-klein-ads/f-bomb