Calvin Klein Assignment
When people think of Calvin Klein majority will probably have an automatic image of a half-naked chiseled male model with his jeans unbuttoned. This “natural response,” so to speak, is due to CK’s great effort in connecting sex appeal with its product. CK took a bold, marketing chance with sex appeal and benefited from selling it to the point of controversy. To market sex appeal to customers, who are mainly in their prime time such as 20-40 year-olds, CK had to understand product concepts and product adoption levels. The following composition will explain such concepts and levels, in addition to explaining how the brand developed over time. The infamous cliché “Sex Sells” does not fall short to CK’s marketing methods. CK has sold sex to a whole new level—from old-fashioned jeans to barely there underwear—and is now enjoying its status as an international, fashion-forward brand.
Stripping away the half-naked models and the glamorous accessories that supposedly come with wearing CK’s brand, the company first had to develop basic concepts of its product. According to Solomon, there are three layers of the product concept: core, actual, and augmented (pg. 233). CK’s initial and main product(s) is clothes and the core product of clothes is to dress the body. The customer benefits of CK’s clothes are dressing him or her with long-lasting materials while enhancing personal image. CK had to test the durability and practicality of their clothes because they are all part of the core product that benefits the customer.
The second concept is the actual product which deals with unique features, style, package, and brand name (Solomon, pg. 235). Unique features on CK clothes would be items such as the special embroidery on the back pocket of every jean. It’s the name “Calvin Klein” on the waistband of every underwear; basically any significant CK feature that stands out from the rest of the competition. The style of CK ranges...
Please join StudyMode to read the full document