2. 1
Table of Content
Overview……2-3
Competitive Analysis…….4-6
Direct Marketing & Interactive Media……7-9
Sales Promotion & Selling……10-11
Visual Merchandising…..12-14
Public Relations……15-17
Works Cited……18
3. 2
Overview
The fact that rebranding or repositioning a brand that is very much a veteran is unheard of. As
Calvin Klein has been a staple in fashion for many years, I personally think the brand needs to
market itself to the younger demographic; not just in denim, athleisure, and undergarments.
Styling and design needs to be a bit more edgy and encapsulate what the designer was like in
his Studio 54 years and even while attending multiple universities. After retirement, Klein’s
brand has not ever looked to transform its image until collaboration took place, which still is not
truly a repositioning or rebranding. It makes the brand look weak in my opinion.
Calvin Klein is a global lifestyle brand that exemplifies bold, progressive ideals and a seductive
aesthetic. We seek to thrill and inspire our audience while using provocative imagery and
striking designs to ignite the senses; youthful while mature.
While tapping into the audience's younger years, Calvin Klein is opening its collection and
breaking traditional barriers. Collaborations for instance with other brands such as Palace mesh
the two audiences under one roof. Selling points such as such as family orientation or even
Calvin family - much like Calvin Jeans - advertise to a wider market. Calvin Klein 205W39NYC
is just the start of this brand repositioning. Adding more edgy looks along with the tradition of
progressive ideals and seductive aesthetics will get the younger market excited to be a part of
this family.
I don’t think there should be a change toward any Calvin Klein product category, just who they
are servicing - 30 plus- more towards the 20s market as they love designers and can afford the
product at reasonable prices.
4. 3
This repositioning can be directed towards both parties as I am not trying to debunk the brands
work but merely position it to wear the younger generation acknowledge the brand as a go to
when shopping. It’s embarrassing to know that in the near future we may lose this brand in full.
As this brand has been a part of a lot of my role models life - as in advertising- I am not looking
for the end of the brand. We need more edge with an urban feeling while still allowing elegance
and sophistication to take the forefront.
My idea may seem far fetched but this brand is looking for a spark much like a twinkle in the
dark sky. As more people are being put on the face of the earth, I do not want to lose a classic
designer that designed for the elegant professional. As we have many newer brands sparking
out of thin air, I see a repositioning to be beneficial. It is relevant as many people do not see a
suit and tie to be professional anymore. It is just a look that carries tradition which I see
everyday being broken. It’s like the look has become an act. The consumer can benefit by
becoming more comfortable in what they wear. The design name really holds weight but the
clothing no longer excites the shopper. My plan to promote first starts with the design house or
creative director. Keeping up this brand's image is necessary but dated and it’s unfortunate.
The new target market Calvin Klein’s brand should reach is Generation X as the Millennials
have the knowledge already about this brand, as well as the older generations. As many of us
spent our 20 years rebelling and doing what we want - tattoos, piercings, hair colors, etc. - this
brand can take hold of these opportunities in use of repositioning. As we all know by this age,
you should have a decent paying career that sustains your life and its choices that come along
with the daily hustle and bustle we know.
5. 4
Competitive Analysis
While some fashion brands have been bought out by conglomerates, some have not. Calvin
Klein is under household name PVH (Phillips-Van Heusen Corporation) while competitors such
as Donna Karan (DKNY) is represented by GIII Apparel Group, Giorgio Armani is represented
by LVMH (Moët Hennessy Louis Vuitton) and Hugo Boss which does not fall under the category
of a conglomerate. This brand solely represents itself. As Calvin Klein, DKNY, Giorgio Armani
carry many product categories (lifestyle products/ fragrance, men’s & women's apparel,
footwear, eyewear, children’s clothing, watches and jewelry, home goods, cosmetics) such as
Home, while Hugo Boss strictly sticks with clothing and accessories for all age ranges. As a
lifestyle brand addresses
Calvin Klein, DKNY, and
Giorgio Armani; the term
does not work for brand
Hugo Boss. For these many
reasons, Calvin Klein,
DKNY, and Giorgio Armani
have a competitive
advantage over Hugo Boss.
When looking at the stock
market, you can also see
that the conglomerates are
worth more than a single household name. PVH (Calvin Klein) comes in at $79.26 per share
buy-in, GIII Apparel Group (DKNY) at $28.99 per share buy-in, LVMH (Giorgio Armani) with the
6. 5
largest buy in at $138, and Hugo Boss are simply put at the mere amount of $11.50 (as of 11am
04/17/22).
There are many things to learn when looking over Calvin Klein and its competitors.
Conglomerates represent multiple brands and the stock market numbers do not represent how
the single brand is doing standing as a solo entity. Breaking away from representation would
allow this brand to reposition itself in the forefront much like Hugo Boss. Researchers will be
able to see exactly what the brand is doing financially. The numbers have been hidden from the
public which is unfortunate. If you are an individual who buys stock; that information is pertinent.
We would also know which brands are stronger or holding up the stock dollars within each
conglomerate. When analyzing each brand
logo, you see some consistencies. Each
logo carries a minimalist approach as the brands all use
typefaces instead of actual imaging. Interestingly
enough the use of San serif font is used for three of the
four brands, Giorgio Armani being the difference. No
color is used in any of these logos to continue the
sense of elegance and minimalism. These brands all
carry a stylist and design that are also consistent; the hard working and effortlessly dressed
professional. Not to mention that two brands are American made (DKNY and Calvin Klein) while
the other two birth themselves overseas (Hugo Boss in Germany and Giorgio Armani in Italy).
Calvin Klein’s repositioning in my opinion follows terms such as rebellion, urban, and
professional by bringing in reconstruction to each of their designs and product categories. As I
would not change the brand's visual identity, there is room for more collaboration with youthful
brands and even advertisements of Calvin Klein 205W39NYC. This spin off of the brands
7. 6
speaks directly to my rebranding and therefore should be pushed into the target market for
those twenty plus year olds that still love the brand name. As the brand already has gone
forward with this repositioning and revamp, you see that the logo itself integrates into something
similar to Louis Vuitton. The brand uses CK now to represent itself. This movement towards
something a little more edgy has found its way on many garments such as t-shirts and even
embossed fabrics which are funky and reminiscent of childhood memories especially after
Klein’s retirement back in 2003. Not a single competitor has stepped into the house of using
acronyms as a logo except for Donna Karan. Giorgio Armani once had imaging attached to the
logo but it was later removed. Although this is not something new to fashion brands, it is not
only an acronym but also if we are thinking of the renowned name Louis Vuitton, a monogram
style which has sold repetitively for many, many years. Below are some ideas for the brand's
new logo; keeping minimalism in the forefront while still holding onto professionalism and
elegance which is feminine of some t-shirt designs that already
have been pushed for sale.
8. 7
Direct Marketing &
interactive
Media
Repositioning this brand is very important to opening
up newer avenues in the target market. Calvin Klein
has already been taking steps towards this. The first
ideation started with the logo as it only used basic
text and typeface. The new logo can be seen as a
monogram which is traditional but still unique enough
to be seen on many of their products. Speaking of products, this brand does not need to change
anything about the categories they have but looking a little more in depth will help. As a
designer with a creative eye, there can be movements
away from what Calvin Klein strives on; minimalism and
towards looks that are reconstructed and slightly more
urban while still keeping its elegance; still keeping the
top priorities of quality and trendiness.
Categories such as apparel are the main focus when
repositioning. As broad as this category is, lines such as
denim, athleisure, and even business casual can
9. 8
change tremendously to the advantage of presenting items more “hip” for a target market in
their early twenties. As we are opening this traditional designer household name to a market
which they usually do not target, redesigns that are more risky will speak to the consumer.
Promoting the basic t-shirt is not enough, especially when the consumer is always looking for
something unique or one of a kind. As stated above, repositioning does not plan to destroy but
reinvent for a target market that worships fashion
icons and celebrities; the concept is to still design
wearable fashions. Looks that embody the idea of
rebellion work best when speaking of repositioning.
There could be a push later on into avant-garde and
haute couture looks but for what this brand represents
it would be far fetched.
Pricing for new and reinvented ideas tend to be a bit
higher as there is more work put in when it comes to
production and manufacturing. With this brand’s name
being established for over many years and even with the new target market that is being
lassoed in, there should not be a change to price. Pushing this product into markets that enjoy
shopping and impressing their peers guarantees sales and profit. The profit margins should be
so high that the brand would not even take a beating as the price point varies anywhere from
ten to three hundred plus dollars. Not only does the price not have to change but neither does
where and how the product is being purchased and promoted; CK Storefront & Nordstrom,
Macy’s, Lord & Taylor, BergDorf Goodman, Saks Fifth Avenue and Neiman Marcus, licensees
such as Warnco, Coty, G-III Apparel group (international & domestic presence), social media &
magazines/ Glamour, Harper's Bazaar, Elle and Vogue.
10. 9
Speaking of distribution, Calvin Kevin is already using avenues, stated above, to get its product
to the consumer in a timely fashion. Using social media and influencers can help move
distribution along very well. Releasing ads on Instagram and even TikTok are cool and hip ways
to show the twenties target market that this brand is opening its home to the newer generations.
There is no reason to move away completely from direct and interactive marketing concepts.
With interactive marketing, the brand will be able to easily access how business is doing digitally
and if there is a higher
turnover in comparison to
direct. While word of mouth
and direct mailers are old
ways of spreading the
word, ideas such as the
Metaverse in three
dimensions have turned into the newest form of billboards. The metaverse shows in-store
experiences as well as products. There are even applications and websites that will allow you to
try on a product with just a snap of a full body photo. The Metaverse is really not different from
your traditional shopping experience and neither is the visual merchandising. Usually when a
customer can try on a product, they are more
likely to buy it hence why I am not trying to turn
Calvin Klein completely away from it tradition;
knowing what’s right from wrong. The only conflict
I found with the Metaverse is that the consumer
cannot feel the fabric as some people have
conditions with their skin and not even that, some
are even unaware of fabrication. Repositioning this brand will not be a difficult task, just a task of
inclusion much like the charity Klein supports, the onePULSE foundation.
11. 10
Sales
Promotion &
selling
Influencers have been at the forefront of many advertising
campaigns dating way back to the nineties. An influencer is a person/ role model that has the
power to affect the purchasing decisions of others because of his or her authority, knowledge,
position, or relationship with his or her audience. Primarily, use themselves and their platform to
promote products while being paid. Calvin Klein has used this method to promote apparel and
even undergarments. The concept of not just using the tradition, celebrities, allows the brand to
be more personable instead of unattainable.
Opportunities to reach a new customer base means
the brand needs to step away from their traditional
(target market: 30+). The younger market is willing to
buy but needs to feel wanted.
As the brand's tradition is tailored for business
professionals; the younger demographic is not
always gravitating towards what they consider old
and outdated. They are looking for a more urban feel
12. 11
and will Klein repositioning of its logo; it is more marketable for a younger target market. Calvin
Klein opening the door to even young artists can start this trend off on the right path. It has been
legendary to hear young rappers call out brands and individuals who inspire and support them.
This has been going on for decades; for example a rap song titled Elon Musk by DDG featuring
Gunna, the screaming of Balenciaga in American Horror Story films, or even something that
became an online sensation is Daniel from “Damn Daniel, back with the white Vans!”
Running these campaigns with the help of influencers and celebrities can be a year around
exchange. These campaigns can form better awareness as there is consistency. Not saying that
Calvin Klein is already well known, but showing the customer that they are keeping up with
social media and viral sensations lets the newer target market consider this brand as “woke”.
Since this target market is strictly digital, it will be beneficial to take advantage of the newest
trend. This also allows every single interaction with the ads to be traced; seeing whether a click
turns into a sale. This will benefit the brand and show exactly who, how, when, and what times
the ads should be posted. This opens the door for the brand to control everything from creativity
to cost.
All in all, Calvin Klein has been running these advertisements for many years and they have
made a lasting impression on its clientele base. A continuation does not stop the brand from
proving its point. As you can see, younger celebrities known by the new target market not only
excites but compels the drive for new sales. The brand just has to remember to keep things
sexy, elegant, and continue to use influencers that are arising within the new target market they
are trying to capitalize on.
13. 12
Visual Merchandising
Notable and renowned designer brand Calvin Klein has long strived on using influencers and
celebrities to advertise and promote their products and name. In the late 1900s to early 2000s, it
was all tailored toward denim. They have branched
out to push more products from their line such as
undergarments and activewear. Still pushing the
concept of being provocative, elegant, and sexy;
this brand tends to keep their target market awake
by using individuals that not only my parents know
but also the younger ages. Being that this
repositioning is tailored for the twenty plus market;
artist such as Kendrick Lamar, Fetty Wap, and even
and even ASAP Rocky can be seen sporting the
brand under hashtag #mycalvins. This unique
14. 13
hashtag has opened up conversations between what the brand represents and also who this
artist is to the brand. For example, the statement “I reflect in #mycalvins.” with the imagery of an
influencer or celebrity opens the doors to a deeper meaning. Some may ask what exactly does
that mean? As the brand is known for funding and supporting a charity known for inclusion of all,
these simple statements have deep rooted meaning and become timeless.
Calvin Klein revamped their logo in 2017 to a simple monogram making the brand a little more
edgy and hip. This revamp is great when targeting a younger market. As the monogram is so
traditional to the likes of Louis Vuitton, you can see it used practically in every product category
recently. This edgy logo created by graphic designer Pete Saville has opened doors to fun
designer apparel. Calvin Klein has broken its traditional look to spread its wings to a new target
market, but these two movements or promotional tactics alone are not more effective than the
other. Come to think of it, have you ever been listening to music and hearing your favorite artist
name drop? I call it name dropping because it is much like word to mouth; the oldest way of
marketing. There are young artists/rappers who aspire to be much like these moguls who have
created a long lasting name for themselves. DripReport has actually named one of their songs
after the esteemed brand which is a catchy way to put further publicity on the map for this
brand. My mother always used to say “I hope you know those school books as much as that
song” when singing along in the car. This form of publicity is the most effective in a digital age
because even people younger than twenty years old catch on to the beat and lyrics much
quicker than you think. Lines such as
“Calvin Kleins on me, yea, she
admirin” give this brand repositioning
to be portrayed as young, hip, and
still relevant in a world where new
designers are popping up everyday.
15. 14
As the plan is to mainly advertise digitally in a world where
everyone has access to the worldwide web through their cell
phones, Calvin Klein can boost its sales and even design for a
young market; Calvin Klein 205W39NYC. The #mycalvin ads
can be splashed on multiple channels of social media. The
hashtag #mycalvin can be used on platforms such as
Instagram, Facebook, Twitter, and even in your traditional
search engine. Interestingly enough magazines have gone
digital as well. This movement even opens doors for the brand
via the Metaverse where individuals are allowed to try on
products at home with a simple full body photo. They practically can shop as if they are actually
in a store. This brand already comes with a loyal customer
fan base and using that information to send email blasts to
their clientele will also be successful; updating the client of
new products and sales promotion.
To push this rebranding, this brand can use something as
traditional as a BOGO (buy one get one) sale. Everyone
loves free product! This even gives the retailer an advantage
to get many more customers to sign up for further sales
promotions the brand may have. Have you ever bought a
product and found out that an influencer or celebrity has worn it? It makes the item much more
hip and even sentimental in a sense. As the twenty plus years look for role models and tend to
mimic behaviors, Calvin Klein has been spot on with keeping themselves relevant while keeping
to its mission statement. Now, what do you do or believe about #yourcalvins?
16. 15
Public Relations
As repositioning this brand is not entirely mind blowing as Calvin Klein has already taken the
reins towards a younger target market; there are many things that can be done on a retail and
corporate level. Repositioning calls for the use of celebrities, influencers, music, and even
technology. To reiterate what has been previously stated, the #myclavins campaign has done
just that. We also see new and upcoming musical artist name dropping the brand to raise
awareness. There is nothing like a
trendy hook or chorus that is quick
to remember and even recite. Lastly,
the revamping of the brand's logo
into a monogram has been
successful and very trendy.
In a retail store, it is best to make
sure that all customer service
personnel are knowledgeable of the
product they are selling, from fabrication to feel to styling. These few elements have always
worked to close a sale in my experience. It is best to also make sure that the personnel are as
friendly as possible so the customer has a greater experience within the store.
Keeping up to date as to what celebrities and influencers are wearing or promoting the product
is also beneficial.The target market for twenty plus see these individuals as role models and
tend to mimic their behaviors or even what brands they wear. For example, when Nicki Minaj
promoted Fendi; it took nothing but a few weeks for every woman I saw in public sporting their
17. 16
Fendi products, sunglasses and purses. This influence has never failed and when personal
selling; it is best to be well educated because placing that small bug in the target market's ear
informs them that you are hip and not just an aggressive associate trying to make a sale.
To continue with
promotion and
marketing, this
brand has to stay
on top of their
social media
platforms;
Facebook,
Instagram,
personal website,
etc. This digital presence is traceable and can show analytics as to who is engaging with the
advertisements. It has been noted that individuals engage with social media around the times of
lunch and after work into the late nights, posting around these times lets the customer know that
you are completely ready to engage with them. Advertisements should be personalized if they
have been sent through a loyalty program; emails. There also should be some form of
excitement that drives the customer to click on what they see and browse through product
categories of their interest.
With the public relations job of protecting this brand name and image, it is best to see that they
are doing their job effectively. As we are using celebrities and influencers to help with
promotions, research needs to be done as you do not want an individual with a negative impact
promoting your work. A fashion show has been the most traditional and hip but effective way to
18. 17
get individuals to engage. The target markets get an opportunity to not just engage with the
brand, its product, but also network with individuals who share mutual interest. Events such as
fashion shows can be handled within press releases and also promoted through digital
platforms as well. Another idea that works effectively to make a profit are sample sales. As
everyone is looking for a deal, samples are still in great shape and still half the retail price. What
a snag!
Promotional Calendar
Date: June 6, 2023
Event: Fashion Show
Date: March 20, 2023
Event: Sample Sale
Date: February 11, 2023
Event: NYFW
Date: August 1, 2023
Event: Sip & Networking
