Page 1 Introduction Page 2 History of Calvin Klein Page 3 History of CK Underwear Page 4 Information on CK Underwear Page 5-6 Situational Analysis Page 7-9 Competitor’s analysis Page 10-11 Target Market Page 12-13 Analysis of Present Campaign Page 14-15 Strategy Brief Page 16-18 Creative Brief Page 19 Proposed Campaign Page 20 Media Plan Page 21-25 Campaign Ads Page 26 Unique Selling Preposition Page 27 Desired Consumer Response Page 28 Implementation & Evaluation Page 29 Brief Summary of Proposed Campaign Page 30 Bibliography
In the industry of underwear, Calvin Klein Underwear can be viewed as one of the top few underwear brands that are present in this industry for many years. Even though Calvin Klein are famous in the area of it’s underwear, more needs to be done in order for it to sustain itself in the industry as there is an increase in the number of underwear companies and as such, Calvin Klein underwear needs to become even more creative and innovative in it’s products and advertising so as to gain more customers in the long run. As advertising is a form of communication used by companies as a way to help improve the sales of the products, Calvin Klein Underwear thus needs to create a new concept of advertisements so as to gain competitive advantage against it’s competitors in order to maintain it’s status and position in the industry. Thus, the objective of this project is to suggest an advertising campaign that will enable the company to not only further increase the awareness of the brand, but at the same time continually remind the customers of it’s brand in order to increase the sales of the products in order to improve the overall conditions of the company. 1
History of Calvin Klein
Calvin Klein is one of the fashion world’s biggest brands for their designer jeans, underwear and the wholesome, all- America look. Calvin Klein born in the year 1942, taught himself to sketch and sew as a boy. Later on, he went to New York’s high School of Art and Design and the Fashion Institute of technology and finally launching his own label , with the partnership of Barry Schwartz. Calvin Klein was listed as one of the America’s 25 most influential people by Time, he had shaped the casual wear industry and played a key role in modern advertising. Since then , he caused a storm of controversy when he had Richard Avedon photograph a pubescent Brooke Shields for his 1979 jeans campaign under the slogan “ you know what come between me and my Calvins? Nothing.” Kate Moss later was to follow, helped launched his unisex perfume ck one. In October 1999, Klein was announced considering selling his fashion house, which shocked the fashion world again. And it was confirmed that he had taken his $1 billion fashion house off the market.
History of CK Underwear
Calvin Klein underwear was formed in the year 1982 and it is known as the world’s finest designer for men and women. Men’s underwear suddenly became an object of desire. Calvin klein then publish new advertising campaigns which communicated the message of the updated, sexy designer sensibility that distinguish ck underwear from the others. In the year 1983, women’s line followed. The brand has also delivered a new line including basics, basics in fashion colors, as well as fashion forward, trendy underwear to the stores each season since then. Calvin Klein is also known for its quality, fits and fabrications are developed to perfection to preserve the brand standard of excellence. Men’s fabric range from comfortable cottons to edgy sheer synthetics, while women products includes foundations with clean and comfortable silhouettes, daywear with sexy lace elements and satin touches, as well as fashion trend forward prints and styles. Calvin Klein underwear brand is so successful that advertising spans 21 countries and reaches to an estimated number of 98 million people globally.