After Raf Simons Left, Calvin Klein Once Again Changed Her Style.

Recently, in order to cooperate with the 2019 spring new product launch, Calvin Klein has taken a series of advertising blockbusters and videos on the theme of "Our Now", and launched "My Calvins" activities on social media, encouraging users to produce relevant contents autonomously.

According to the women's wear daily, these new advertisements will give priority to the dissemination of digital platforms such as Instagram, Facebook, YouTube and Tik Tok.

In addition to the current release of several videos and blockbusters, more video based content will be released in the next few months.

This will be a large and lasting publicity and an important step in the digital reform of Calvin Klein.

Calvin Klein and former creative director Raf Simons announced a comprehensive and detailed pformation plan after they broke up in December last year.

Besides preparing for the renaming of Calvin Klein 205W39NYC, the brand flagship store, integration movement and cowboy product line on Madison Boulevard in New York, digital marketing is another important task.

Calvin Klein CEO Steve Shiffman said at the time: "the industry we are experiencing is experiencing unprecedented changes, so we will invest $12 billion in the next few years to create growth opportunities."

The specific measure is to stop printing of pure print advertisements starting from February this year, only as a supplement to digital content.

At the same time, the implementation of the "consumer centered" marketing strategy, focusing on the communication mode based on social platform, is the main form of video.

And from the "Our Now" series of advertisements, the new style of Calvin Klein has the meaning of "going to Raf Simons and returning to its origin".

In this series of advertisements, we can see many familiar models, net red and celebrities.

In the women's wear daily, the list of the more than 10 actors who participated in the film were listed, including models Kendall Jenner, singer Shawn Mendes, A$AP Rocky, Noah Centineo, Jasmine Daniels, Timo Baumann, and Chinese model Zhao Jiali.

In the video, apart from singing, playing, riding and other daily scenes, there are larger interpretations such as kissing and touching.

The women's wear daily summed up this style as: This is a new advertisement full of curiosity, friendship and sexual exploration.

This sexy style was not uncommon in Calvin Klein.

From the 15 year old model Brooke Shields, which had been controversial in advertising, to Nathalie Gabrielle and Rick Arango in 1988, the Kate Moss, Calvin Klein became a sexy pronoun.

This brand makes people no longer feel that revealing the edge of underwear is a disgrace and even a show of intention or unintentionally.

Perhaps many people still remember the sentence of Marci Klein, the founder of Calvin Klein, the founder of the brand, "the only trouble for my father who has such a mixed fashion circle is that when I interact with boys, I always see my father's name on their underwear."

In 2017, Calvin Klein also published a book called Calvin Klein, which is not autobiography but instead focuses on the stories behind the controversial sexy advertisements.

This 480 page masterpiece has gone through three years of production, including 330 pieces of color and black-and-white photography.

And Calvin Klein likes to work with stars.

But after Raf Simons came to Calvin Klein in 2016, the sexy style began to weaken and became small and refreshing. She also liked to choose new actors and models when making commercials and selecting spokesmen.

After a series of changes in design, product line adjustment and brand image, his performance did increase significantly.

In the 2017 fiscal year, Calvin Klein parent company PVH group revenue increased by 9%, and Calvin Klein sales increased by 10%.

But in the third quarter of fiscal year 2018, sales of Calvin Klein fell to 2%, and pre tax profit fell by more than 17%.

The reason for the decline is due to the fact that the Simons led creative and marketing programs did not generate enough sales growth, but also increased spending by about $10 million.

Emanuel Chirico, chairman and chief executive of PVH, was very dissatisfied at the time: "from a product point of view, we are moving too far and too fast in fashion and price.

We are working hard to make up for this mistake. "

The women's Wear Daily quoted a source as saying that although Raf Simons has created a refreshing and impressive image for Calvin Klein, in the long run, such an image is not entirely suited to Calvin Klein. "This is not a balance between art and commerce, too much art and too little business."

Now, Calvin Klein is gradually erasing the traces of Simons, but it remains to be seen whether the old road can go through.

Uncertainty in the future also led analysts of Cowen & Co., an investment bank, to downgrade the PVH group's stock from buying to holding in January, and cut the target price from $142 to $119.

This is the first time the group has been relegated for eight years.