CK: Use Advertising To Win The First Prize.

Advocating simplicity style Calvin Klein (Calvin Klein), commonly referred to as CK, has even simplified the gender, age and race differences in its products. It uses the distinctive and sexy advertisement to publish the banner of Asian culture on the glass curtain walls of metropolises and create commercial myths.

1960s is U.S.A The fashion design industry began to develop rapidly. In 1968, Calvin Klein and his friend Barry Schwarz (Barry Schwartz) founded Calvin Klein (Calvin Klein) Company for $2000. From then on, CK, the brand that influenced the trend of American fashion culture, was born. At the beginning, it was favored by the introduction of simple and elegant suits and coats. It greatly enhanced his popularity. His simple design style and sexy bold advertising became the selling points and signs of the brand. In less than 40 years, he made a worldwide recognized fashion brand design company.

Fashion characteristics

"Actually, my design seems simple, but the process is rather elaborate and complex. "

-- Calvin Klein

Marketing strategy (1)

Multi product line development

Calvin Klein walks more brand Line marketing road, men and women alike, while developing other series and categories of products. In order to expand the fashion layout, designer Calvin Klein created a variety of sub cards in the late 1980s. Besides the Calvin Klein Collection, the series of advanced garment series CK Calvin Klein, cowboy series Calvin Klein Jeans and underwear series Calvin Klein underwear were also successfully launched. Of course, because of the large number of brands, the names are almost the same, so it is easy to be confused. Its watches, perfumes and cosmetics also have a good market reaction. Today, the Calvin Klein brand also operates products related to lifestyle, such as furniture, home textiles, and subsidized or launched related activities and exhibitions.

Marketing strategy (two)

Creative advertising strategy

Calvin Klein is good at making use of sex. Temptation The power to promote goods, its advertisements often cause a lot of controversy. Some people even say that clothing is Calvin Klein's product. "Sex" is the brand recognition that is implied by advertisements. Calvin Klein also likes to make huge outdoor advertisements in the world's metropolitan cities to show his sexy advertisements. In addition to "sex" as a selling point, Calvin Klein has a lot of creative advertising marketing, which is also a symbol of brand success.

Marketing strategy (three)

Expand franchise network and partners

Calvin Klein managed and achieved brilliant achievements through the global franchise network and partners. In 2003, after the acquisition of PVH (Phillips-Van Heusen), a famous clothing brand management company in the United States, PVH signed more Calvin Kleinty business agreements and launched new product launches every year. Calvin Klein has become a wholly owned Affiliated Companies under PVH, maintaining independent business operation and sticking to Calvin Klein's consistent American fashion design style.

Calvin Klein's brand has successfully expanded internationally through PVH. Under the PVH operation, Calvin Klein's sales in Japan and Southeast Asia were good. Under the retail partner Club 21, by the end of 2005, the number of independent stores in Japan had increased to 11; the women's casual wear series of CK Calvin Klein was also launched in American department stores at the end of 2005; in the fourth quarter of 2009, PVH rose 9% in Calvin Klein's franchise income than the previous quarter, which amounted to 12 million dollars. {page_break}

classic case

CK advertising, which is banned all the time.

In 2008, Calvin Klein's Secret Obsession perfume. Advertisement Because sexy actress Eva Mendes (Eva Mendes) was overexposed and banned by television. In 2009, the same thing happened in Calvin Klein's cowboy advertisement. The ads were half naked in a basement like scene. Steven Meisel, a famous photographer of the art of advertising, also shot a 30 second short video on the brand Meisel. Because the advertisement was banned, Calvin Klein had to reedit the advertisement in order to broadcast it on the cable TV channel in the United States.

Looking back at the amazing advertising history of Calvin Klein's brand, in 1970s, Bokiy Shields (Brooke Shields) caused a sensation by wearing Calvin Klein's jeans and flirting slogans. The advertisement at that time was: "I have nothing to do with my Calvin Klein jeans. "This advertisement worked very well. In the first week of their launch, jeans sales soared to 400 thousand, and more importantly, the image of Calvin Klein, avant-garde, witty, bold, sexy, and often controversial, was set up. Sexy advertising is one of the heroes in Calvin Klein's marketing process. In the 90s of the last century, Calvin Klein's Kate Moss, which had no underwear and jeans, was still a leading fashion icon in this era. She was holding the red skinny supermodel Kate Moss.

Strategy analysis

Sub culture mentality fashion

Calvin Klein brand always leads the high-end fashion with a sub culture mentality. In every historical stage, it expands the market through its iconic and easily criticized advertisements. It is not like Benetton's advertisement always standing in the angle of public welfare and culture, but always focuses on its most representative "sexy and suffocating fashion". Today, the diversity of media means that Calvin Klein has to work hard to popularize his brand image and look forward to the sensational effect of the huge outdoor advertisement, which is equally astonishing. Therefore, the friendly cooperation with the TV station has become more important. In the face of the high standards and strict demands of TV stations, on the one hand, Calvin Klein has constantly created advertisements that cause reproach. On the other hand, she has made preparations for both sides. Apart from playing video ads on Calvin Klein TV on her own website, she also makes a clipping version for those too exposed video advertisements.

Calvin Klein, who is good at catching opportunities, has achieved great success in the market through the development of strong franchising and partners. It always adhered to the concise American style and sexy advertisements with wide recognition worldwide. In the financial crisis, a large number of overseas markets need to be developed. Asia has become the focus of its development. However, because its brand design is easily imitated and counterfeits are heavily denounced in the Asian market, the brand needs to enhance its sense of quality in order to open up the distance from the imitator.