CALVIN KLEIN , MARKETING , CALVIN KLEIN MARKETING , TARGET MARKET , SOCIAL MARKETING , BOLD , FASHION BRAND MARKETING

1. Calvin Klein
- ISHITA AGRAWAL

2. • The Calvin Klein customer is the modern and urban belonging to the medium-
high class of the society.
• Calvin Klein offers nine different brands which also offer different prices based
on the products. His products are mainly for the ages 14 to 50 years of age.
His products are used for both males & females.
People with the middle to high class income would be able to afford his
products.
• These are the actual target market for Calvin Klein and the advertising
campaigns are made keeping this age group in mind.
Target Customer for Calvin Klein

3. • Calvin Klein has been in the news and is one of the most talked about brands for their
controversial advertising campaigns, and they have proved that their strategy has
been successful for their target market.
• It all started in 1980 with the Brooke Shields (a 15 year old girl) advert in 1980, with a
punch line "NOTHING COMES BETWEEN ME AND MY CALVINS".
• Another advert featured models wearing CK was placed onto giant billboards and
were put up on Times Square, New York City.

4. • Again in 1995, a Calvin Klein
Jeans campaign with images of
pubescent models caused major
controversies and was a
topic of debate among many.
• Then there was one with
Kate Moss and
Mark Wahlberg. This one was
for Calvin Klein underwear.
• Another recent campaign by Calvin
Klein was with Eva Mendes and Jamie
Dornan. In the ads they are both oiled
up and twist around each other in the
sand wearing JUST jeans.

5. • It was said to have crossed the line between fashion and pornography.
• These ads were put up on billboards and caught the eyes of many. There was another
controversy, but this time with the consumers. It became the talk of almost every
conversation of whoever saw it and those who didn't see it were waiting to catch a glimpse
of the image.
• Although Klein was trying to convince the market, Consumer and Child welfare advocates
did not agree to his explanation, they thought the adverts to be highly disturbing and
abusive.
• So much controversy and publicity turned the Calvin Klein Jeans to a 'must have' item in the
wardrobes of many. It became like the product of the season.
• For Calvin Klein, the 'bad boy' image enhanced the brand and its products in the eyes of the
young consumers. For Calvin, the whole point was to grab attention, it was their
communications strategy.
Effects of Calvin Klein Marketing

6. • After the acquisition in 2003, the company started to introduce social media to its
marketing strategy with the attempt to relaunch the brand.
• There are over 179,000 photos on Instagram tagged #MyCalvins proudly united bearing
the name "Calvin Klein."
• Calvin Klein's marketing campaigns have played a critical role in raising the brand's
cultural and fashion relevance. Since the launch of these viral campaigns, Calvin Klein
has seen a sharp increase in followers across social media platforms such as Instagram,
Twitter, Facebook and Weibo and the brand garnered over 20 million consumer
engagements across its social media channels during 2015.

8. Twitter
Website blog
I___ in#my calvin
Facebook Page