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CONTENT CORPORATE PROFILE MARKET POSITION CURRENT SITUATION COMMUNICATION BACKGROUND THE MESSAGE TARGET MARKET GOALS MODEL DIRECTION ART DIRECTION MODEL CASTING PREPARATION THE TEAM THE SHOOT THE POST SHOOT LOOKBOOK WEBSITE BIBLIOGRAPHY
COURSEWORK 1 ADOBE IN DESIGN SUBMISSION
BERTA BLAKEMORE ICIAR VISUAL AND VIDEO TECHNIQUES, YEAR 2, LEVEL 5, BA FASHION MARKETING & COMMUNICATION 2020-2021 5FAMK003C VISUAL & VIDEO TECHNIQUES NICOLAS GODON
CORPORATE PROFILE CORPORATE PROFILE Calvin Klein, best known as the best brand in underwear and comfy clothes, was launched in 1968 by Barry Scrawtch helped by othe american fashion designer, Calvin Richard klein. Today however, since 2003, PVH owned Calvin Klein. The proper brand described as; progressive, seductive, aesthetic and very often minimalistic. Is a company that thrills its public audience while using provocative images and coming up with prominent designs provoking feelings. Calvin Klein has exceeded up to 9 billion dollars in 2017, and has vary its distribution over 110 different countries, the company offer more than 10,000 employments globally speaking. What PVH garantees is growth, within its heritage, accomplishing the aim of becoming one of the biggest apparel brands world wide speaking reaching 9 billion dollars in annual revenues., not forgetting the 36,000 operating associates.
MARKET POSITION MARKET POSITION
Calvin Klein is focused in both gender clothing, women and men providing points of sales in many sections such as, accesories, sportswear, underwear, streetwear, fragance., footwear...The brand is divided in five different names; CK Calvin Klein, Calvin klein, Calvin Klein Jeans, Calvin Klein Underwear, and Calvin Klein Performance. Furthermore, apart from designing its own products, Calvin klein also does a trading licensing of its proper brand name to more than fifty producers of fragance, women’s apparel, footwear, eyewear, watches and jewerly. Moving onto its distribution, the brand works with ecommerce and wholesale channels via owned and licensed stores. The brand strategy was designed with the aim of aproaching global brand growth and development which protects the brand image and prestige.
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Calvin Klein is world wide growing over the years as the brand achieves a biger amount of consumers every year since the brand is giving inspiration to consumers over the different campaigns Calvin Klein launches.
WHAT
Since the first launch of the brand, campaigns have not been apsent, but its message has been improving over the years. Calvin Klein is well positioned with the north star of defying the boundaries of self expression, customizing designs, brand initiatives related to the marketing and customer engagement.
IS GOING ON
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The brand has gained 51 years of experince this year, and will be continueing achieving the consumer’s engagment expected. In 2018, the great invention of Calvin Klein was assuring consumers a marketing experince with the name ‘marketing consumer organization ‘related to the brand, within shopping experince, data capabilities and consumer engagement. Some early significant campaigns that Calvin Klein has come up with are; in summer 2019, the lauch of I SPEAK MY TRUTH IN #MYCALVINS campaign, this ment a representation of significant people in this world such as, Shawn Mendes, Billie Elish, Indya Moore, Bella Hadid...telling their own stories wearing Calvin Klein products. Recently speaking, the 2020 spring campaign with ‘this is who I am‘ was presented by Justin Bieber, Maluma, Kendal Jenner, Lil Nas X, Hunter Schafer and Lay Zhang with the message of ‘be yourself, ‘feel confident‘‘ and ‘dollow your dreams‘.
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One of their famous campaigns has been the lately campaign #MYCALVINS which has caused an amazing social media engagement, according to Racked, Calvin Klein media has increased 2.2 million users. An other characteristic of the brand is that as it is a brand who reveals evolution, in each collaboration, Calvin Klein lets the artist create their own design with an after story behind it. Calvin klein is growing every season bit by bit in social media, specially on instagram with an important number of followers like 21 million.
One of the main characteristics of the brand is their variety of cultures that the brand tries to express and provides. By this, it’s a brand born in United States with ac asual style that reflects perfectly how any person could wear a calvin klein garment. Each release from the Maison explores different fascinations that when combined reveals new facets of womanhood that share values with freedom, inclusivity and defiance.
My idea for the future collection is to create an environment of movement. This means, dancing styles, more hip hop and sexy style. Being Beyonce a very famous artist with important gramys with her, it is a good opportunity to give visibility to the dancing section and world specially to Calvin Klein brand likewise givin the attention to women. In terms of publicity and advertising, they handle it via mail and online and physical magazines so they can have a direct interaction between customers and the main brand, apart from this platform, they use social media such as Instagram and their own websites for features investments and campaigns so there is an alert on customers in each movement of the brand.
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EQUALITY. Calvin Klein Brand is the brand which I have chosen for their significant style. It is an example of how society has evolved giving a big focus to the street style and underwear. Culturaly speaking, the diversity of women that can wear these kind of clothing whereas few decades ago, couldn’t. The Concept I have chosen for the following collection is movement and curvy bodies stablishing an avoivement of classical body stereotype. As Calvin Klein is a multi cultural and freestyle brand, there is nothing better than a ¨dancing inspiration´ movement. What dance means is self expression when moving, modernity, freedom and self confidence. As we are speaking about a predominent brand, a big amount of different bright colors and different profiles are required, as it express visibility to the main message. The dancing segment will be focused in Street Style, Hip-Hop and Funky world. However, as one of the main values of the brand is ‘diversity’, models from different countries or parts of the world will be wearing Calvin Klein with the hand of IVy Park designs inspired in the origins of the dancing Icon, Beyonce.
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WHERE ARE WE? Calvin Klein house was mainly set in New York, in 1968. Since the brand is quite exclusive, there is a wide range of physical stores all around the world, specially in cities with an important number of citizens such as London , New York City, Japan…Although, Calvin Klein afford a wide distribution of offline stores, teh brand also provides an online selling store where you get informed of all the updates of the brand beside clothing sales. As it is a brand which has not been in relation with such a modern style like ‘‘dance wear’ , the objective is to express modern culture and freestyle, the prototype of profile is an alternative consumer with a big noticed personality that can feel very comfortable and at the same time chic when wearing the brand on itself. The age range which Calvin Klein focuses on, is an average between teenagers of sixteen to fourties. Although the brand in itself provides men and women wear, the percentage of women consuming the brand will be bigger, as the colection is mainly directed to them. As Calvin Klein has the exact experince to predominate a high name and knowledge of the brand, the latest income the brand has gained has been around the 3,6 billion euros.
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Achievements? How do you feel
when you see a famous icon ? Well, it’s the same as how you should feel when wearing the future collection clothing. Calvin Klein clients normally spend money on Fenty garments due to their comodity and sexyness the brand transmits.
Normally, luxury brands sell type of clothes that you could wear on a daily wear such a Calvin Klein, therefore the 360 digree change so it engage to an other gap in the market. For that reason, it may be adaptable for a normal daily wear, and for instance, this will mean an evolution due to the appearnce of the Calvin Klein X Ivy Park collection capsule.
When the feature collection inspired in DANCE, will be launch, expectations by the brand to reach customers such as, good vining, expressing the facility to adapt a different style to a daily wear, even more color combination and last but not least, acceptance and adaptation of trendy clothing into Calvin Klein’s life will be established. The objective when selling specific garments, is women to feel as sexy as ever even though wearing sweatpants and a shirt with two pair of nikes sneakers. Consumers will feel identified with the garment, not with the stereotype or the rules of wearing something you don’t feel alike.
WHERE TO LOOK FOR INSPIRATION
WHERE TO LOOK FOR INSPIRATION
WHERE TO LOOK FOR INSPIRATION
WHERE TO LOOK FOR INSPIRATION
WHERE TO LOOK FOR INSPIRATION
WHERE TO LOOK FOR INSPIRATION
WHERE TO LOOK FOR INSPIRATION
WHERE TO LOOK FOR INSPIRATION
WHERE TI LOOK FOR INSPIRATION
COLOR PALETTE
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WHO, WHERE AND WHY? Ivy park, is well known for the streetwear the brand style sells and how is focused to women with curvy bodies, such as Beyonce, the main co found of the brand. The objective with this collection is to give a twist to the Calvin Klein’s style likewise maintaining the same color palette. The collaboration between them will aim to design a capsule with the essence of Calvin Klein which is the color palette using nude colors , however, designing dancing clothes with the more attractive and stronger style that in this case Ivy Park provides. As Beyonce is a woman with powerful influence for many ladies, the role of this collaboration is to feminize the sportswear of Calvin Klein’s brand and sell an image of women empowerment. This means that the designs are focused to a type of body similar to what she has. however, each garment will have different sizes.
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CALVIN KLEIN
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CALVIN KLEIN X IVY PARK CHIC WEAR
SCHEDULE & DEADLINE
WHEN? The most common schedule for collections of nearly every fashion luxury brand is to launch a collection every spring and fall. Calvin Klein, has followed this path, however it won’t with this new capsule. Calvin Klein X Ivy Park collection will be launch in spring 2021 instead, but as it will be a limited edition collection, there won’t be a following one for the next season. releases products every two weeks, for each collection there is a specific theme or vibe that Rihanna decided to express. As a fact, every collection is named with a number as the first launched product called release 5-19. As the new collection proposal will consist in movement, this is related with evolution as it means moving forward, also it means modernity which has a deep relation with evolution. AlthoughSo for instance, as sustainability is a main point which is crucial on today’s market, this means that the launch of collection will be more specific and in longer terms of time. For example, each winter and summer. Although Calvin Klein has been working on a constant schedule routine, since the launch of Calvin Klein X Ivy park collection in spring 2021, Calvin Klein will be following a much more sustainable way of launching each launch collection.
EDITORIAL
CONTENT What does modern dance transmit? Positivism, good vibes, excitement, motivation, nostalgia, freedom.. and many other good feelings that consumers will feel once they see the new collection and the advertising side of it. For instance, when talking about the photography perspective of the new collection, it should be focusing in movement and contrast. A good idea to approach is when making a fashion show when launching the collection, models of the brand will be chosen as dancers and when creating the makeover of the catwalk, models will be dancing when showing each look of the following collection. Mix of colors should be chosen, dancers will be dancing with Beyonce as a background sound and the most important factor is that models, will still be from different countries and cultures as this shows the inclusivity of the brand and the wide range of people that can reach to sell en Calvin Klein’s products. The perspective of each photograph will be different and in addition details will be shown in first shot. The camera will be playing with the distances of the shot so it can give a clear contrast and the relation with the main concept of the collection is notable. Furthermore, the shooting for the lookbook will take place in a studio as the looks will give more contrast and attention to its garments as the photo will be based on a model standing enfront of white plain wall.
MODEL DIRECTION Calvin Klein is a brand which doesn’t exclude any culture present in this world. As it is an international brand, the models chosen will be multicultural women and men as well as young aged targeted models. The number of models required is female , for instance the perfect number would be for models. Three different women, Spanish and American, indeed. Moreover, each model will be wearing one specific look besides one of them which will be wearing two. Moving onto the sizing, there is no need of looking for perfect bodies models, is quite the opposite though, uniform bodies and curvy bodies are expected so the brand breaks up with the stigma of a perfect body that has been present in the fashion industry for decades. The age required plots around teens and twenties/ thirties.
ART DIRECTION The collection will be composed by six different looks. Each look provides different colors, however the color palette breaks with the simple color palette that Calvin Klein has always used. On top of it, the collection style is completely different from Calvin Klein’s style; it gives a tone of modernity and good vibe to the brand. This means that each model is requested to fit on a specific profile that matches with the collection message and in addition, the setting will be aligned to the streetstyle and flow vibe. The looks will be wearable for a voluminized body woman, so it is directed to a feminine market. Even though, the collection is routed to a specific target, each women which provides those values, can wear each look, by this, each of the six different models will be photographed with a different look, as no matter how much the collection focuses on a curvy girl, there will be two models chosen with a more slim body so it does not create a discrimination to thiner types of bodies.
MODEL CASTING Tessa Brooks
Sandra Fuente
Tessa Brooks is one of the best dancers in LA, women wise speaking. She is from United States, California concretely and is 21 years old. Apart from dancing she has been into the modeling world, adding some actress work. She is one of the chosen models for this collection due to her body profile and because of what she does routinely. She is the perfect model prototype for the message Calvin Klein wants to transmit.
Ashley Graham is one of the most inspiring models for many women in this world due to her size and how she has work on her body acceptance facing the public audience. She will be one of the curvy models for this collection as she fits perfectly in the campaign profile. Ashley was born in Nebraska, in 1987. Her working career has based on modeling, appearing in important magazine portraits such as, Harper’s Bazaar, Vogue, Glamour and Elle. She has nothing to do with the dance world, but she does in other aspects such as, women empowerment values, modeling advantages and perfect characteristics.
Sandra Fuente is a dancer who has participated in the Spanish tv reality show ‘Fama a Bailar’. She comes from Spain, however she is well known in instagram by the collaborations she has done with streetyle brands and for her dancing videos posts indeed. Sandra Fuente is an other option for the collection modeling, due to her vibes and how she can move. Moving onto the physical aspect, the fact she has dark skin, benefits the brand as it spreads a message of diversity. She will be one of the models with a slim body.
Zendaya
Is a 25 year old woman, born in United States. She is famous for her actress career and singing. One of her curiosities is that she has done some modeling when she was younger and at the same time she danced for many years, having experience in dancing with the starts. She would be a perfect candidate for modeling, due to her reputation and how she influences many young girls. She fits due to her hobbies and career, but also for her physical profile.
PREPARATION
The shooting of this new collection for the certain lookbook will be set in a studio located in New York, as the lookbook on mind, is requested to seem simple therefore the main looks destacate, however when creating the collection catwalk it will be set in the street as the main concept is ‘street style’. Although it will be on the street, Calvin Klein wants to give a little bit of impact with the main scenario, this means, models will be walking through places that tend to give a different perception so it is more highlighted what the brand wants to achieve. As it is on the main street, there is no need of permission to ask for, as models will be just walking through the street doing some dancing movements. The interaction between citizens and models is important by doing eye contact, the brand wants to cause an excitement and flow when customers see this new collection. The reason why the shooting will be processed in NY is due to the artist Beyonce culture and in addition taking into consideration that mostly have of the models are americam. After proceding the shooting, the catwalk filmed will take place in interesting spots from NY such as, Times Square, Central Park, Bronx and Soho street. Once editing, there will be a fusion of places in the edit video. Calvin Klein is a prestigious lifestyle brand at the essence has to be there always.
MAKE UP ARTIST Nikkie de Jager, she is a world well known makeup artist that has make collaborations with Maybeline, Marc Jacobs and Lady Gaga. I chosen this woman because of the variation of makeup styles she is able to do. Models will be wearing an extravagant make up with tones of the Ivy Park color palette which are: Pinks, blues, greens, yellows, browns‌
FASHION STYLIST Karen Langley, Beyonce’s fashion stylist since ever, will be the one to design the #goforacalvingilr collection; better known as Calvin Klein X Ivy Park capsule collection. She will be in charge of styling every single model during the pho shooting and the catwalk shooting.
HAIR STYLIST Andy LeCompte will be the chosen hair stylist as he is the best hair stylist of Los Angeles, he has had experiences with Vogue Team, some of his clients have been, Penelope Cruz, Miley Cyrus, Sofia Boutella..and in addition some of his works have appeared in some portraits publications like, Harper Bazaar, Vogue, Rolling Stone.. The idea with Andy when referring to the models chosen, is making simple hair styles such as hair down with some waves so it gives some volume and some other models will wear some tight high pony tails with gel so you can see better some model faces.
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MUSIC BACKGROUND For the music background when doing the shooting, there will be Beyonce’s albums playing, as she is the main protagonist of the brand which Calvin Klein is collaborating with, models have to be inspired in her vibes, when posing during the shooting. It is a way of inspiration and motivation when willing to achieve a vibe atmosphere.
CATERING When it comes to the catering service of the shooting, Ravishing Radish catering company will be the chosen food service due to its local fooding and experince. There will be food served at 12:00 p.m, so Calvin Klein’s group and the models can have a break and have something to eat. At that time, there will be some small snacks such as cereal bars. However, at 2:00 pm, there will be food offered such as sandwiches and little pasta bowls so the professional group can have proper lunch and can have
THE SHOOT The predicted day of shooting will be on the 6th Moving onto the hair style, this step will be of March of 2021 at Maspeth, Queens County, NY. realized once the make up of each model Shooting the set modeling, will take an average is done. Approximately it will get started at of eight hours. Professionals may take their exact 7:45 A.M. This preparation will take around and sufficient time to make sure the model looks half an hour for each model, so in conclusion successfully prepared to be available for shooting. this section will finish at 11:30 A.M. The schedule will consist on starting as soon as possible, so there is enough day light for future ne- The last step for preparing a model is the cessities. This means, the staff needed, hair stylist, fashion styling, this will start at 11:40 A.M, make-up artist, fashion stylist and photographer this is the easiest part of the shooting prepamay be at the shooting point at 6:00 A.M. ration as the looks are already prepared for dressing the models. Concluding the time for the model styling, it will finish at 12: 10 Models are requested to attend at 7:00 A.M, so when they arrive, staff will already set all the set- A.M, ready to start at that time the following ting to start at 7:00 A.M with the models. set with will be photography. The hired staff will start with the first step which After filming the shoot, which will take part will be make- up followed by the hair prepara- during an hour, it is time to get everything tion. As the campaign is about dance and modern set off and finished. style, the make up and hair style must look very sophisticated. However, since Calvin Klein is a After the shooting, staff and models will have brand with a simple and comfy essence, the coan hour for relaxing and having their time llection objective is to create a different impact or free so they can have lunch. give a modern twist, although this fact, the setting however, we want to mantain it simple. By this, the Furthermore, there will be two hours to make up palette colors will be around vivid codismantle the set down, from 4:00 P.M to lors so the clothes highlights more; it will provide 6:00 P.M in the afternoon. The first thing to luminous highlight therefore the make-up gives a be done, is to get the make up off the models, meaning of shininess which can make women feel then get the clothes of the shooting off and shiny and sexy when wearing this look finally the last thing to do will be to brush each model hair so it gets back as normal as before.
THE POST SHOOT EDITING: Exposure: When coming up with the exposure of each photo, high level of exposure is required. It helps to appreciate better the details of it and in addition you highlit better the outfits of each model. Contrast: Purchasing some contrast when editing helps to give intensity to some colors of the foto, howver in this case the contrast needed is not big due to the intense color of each look. Lighting: Lighting is a key factor when editing, as it garantees an easier vibility, it also gives a tone of clean. Temperature: There is not many temperature used in the shoot editing as the white color and spots there were wanted to mantain
PAGE LAYOUT
Fones used: When purchasing the lookbook, the first portrait was edited by lowan old style in bold. However, other titles have been written with druk wide fones. Titles: Is important give emphasis to the titles for each page as consumer have to know what are they reading about, for that reason, this magazine provides big titles around 63 pt size and with different designs with the aim of giving more entertainment. size of Fones: As before mentioned, title fone size are big and easy to see, however, fones used in text articles, are much smaller, around 12 pt size, combining them with black and white color. Colors: Colors required are vivid colors so it goes aligned with the themeof the magazine. When referring to vivid colors, some examples would be; Green, Pink, Red, Orange, Purple... but there are also some blacks and browns.
CALVIN KLEIN X
IVY PARK
LOOKBOOK
#GOFORACALVINGIRL
CALVIN KLEIN X IVY PARK #GOFOACALVINGIRL
MINI SITE
https://bforbeyoncevibes.godaddysites.com
ABOUT BFORBEYONCE’S concept is to provide a deeper information and in addition inspiration of the mentioned artist, Beyonce. The difference between the editorial and the minisite is basicaly how the information is differently focused. Within the minisite content, it is based on recoomendations about Houston, where Beyonce is from, the editorial collection through the lookbook and Beyonce inspiration so it engages in a better way consumers due to the feelings it transmits. Apart from this two sections, the minisite finaly provides the ‘Who run the world‘ Beyonce’s concert, by this way, the message of the collection makes a stronger meaning. The structure of it is quite simple as my aim was to make it clear and simple. There are three main sections, teh first one talks about Houston curiosities, the second one revolves around Beyonce and lastly there is the #goforacalvingirl collection lookbook. Within the Houston section, the customer will have to press some windows indicated for purchasing information requested, however in the Beyonce Inspiration section, it is all quite visible and there is no action needed. Finally, when it comes up to the lookbook collection, the structure of it is similar to an album where the consumer will have to slide each photo.
HOPE YOU LIKE IT!
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INC, C., 2020. Calvin Klein, Inc. | Company Profile | Vault.Com. [online] Vault. Available at: <https://www.vault.com/ company-profiles/general-consumer-products/calvin-klein-inc> [Accessed 15 December 2020]. Statista. 2020. Calvin Klein Revenue Worldwide 2019 | Statista. [online] Available at: <https://www.statista.com/statistics/1174936/calvin-klein-revenue-worldwide/> [Accessed 15 December 2020].
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