“Commercials capture your attention, that’s all.” - Calvin Klein.
executive sumamry. Calvin Klein underwear has a very strong personality to their brand. Throughout their campaigns, shoots and films, they always include a sense of lust and passion, they nearly always tend to be shot in black and white and include models or celebrities with beautiful bodies. I think it’s definitely important that I include these traits throughout my film, and create an emotion of desire and sexiness to my audience. I also think it’s important that I edit my film into black and white to fully show the understanding of Calvin klein’s characteristic in their shoots and film. I will also include music to reflect the emotion that i’m trying to portray to my audience.
FKA x CK: Calvin Klein Jeans Spring 2016 - FKA twigs + Kaner Flex
FKA x CK: Calvin Klein Jeans Spring 2016 - FKA twigs + Kaner Flex
Calvin Klein Underwear X Commercial
Calvin Klein Underwear X Commercial
competitive situation. From my research on Calvin Klein underwear, I have found that their strongest competitors would be Ralph Lauren and Tommy hilfiger. The brands both sell their products at a similar price, all have a similar style to them, and sell in some of the same stores and online store such as John Lewis, Zalando, Macys and Asos. Other competitors such as Emporio Armani, Ted Baker and Donna Karen draw in close but are too far away from the brands price point, fashionability and general advertising and marketing to become a close competitor for the brand Calvin Klein underwear. Other well known and popular underwear brands and lines such as Diesel, Bonds, Jack Wills, Jack and Jones and Undiz have few similarities to the brand and are further away from the brands price point, fashionability and general advertising and marketing to be a strong competitor to Calvin Klein underwear.
price. ralph lauren emporio armani calvin klein underwear tommy hilfiger ted baker
diesel
donna karen
bonds fashionability. jack wills
jack and jones
undiz
brand positioning map.
calvin klein underwear
ralph lauren
tommy hilfiger
aesthetic
9
7
6
market share
8
8
7
growth rate
8
6
6
location
8
8
8
products
9
8
6
pricing
8
7
7
10
7
6
promotion
competetive matrix.
“I think there’s something sexy about a women wearing her boyfriends t-shirt and underwear. ” - Calvin Klein.
Ralph Lauren do not advertise their underwear range broadly enough, the more advertisement they put into the underwear range would benefit their sales on underwear. The company also have no fashion film for this department or many campaign photoshoots, lacking on potential advertisement and social media input on the underwear range of Ralph Lauren’s brand.
Ralph Lauren is good at maintaining it’s classic, very British persona, and this runs fluently throughout their advertisement for their underwear, keeping the brand identifiable to the audience.
strengths
oppertunities
As a brand that pushes themselves to be known as British, Ralph Lauren have the opportunity to target many British consumers with their products. If Ralph Lauren do not want to spend vast amounts on international advertisements on their underwear range they should mainly target the British consumer as there will be a large amount of sales coming from them then anywhere else in the world, promoting their product to the highest consumer profile they intend to sell to will increase the underwear sales.
weaknesses
threats
Because Ralph Lauren is behind other brands on their marketing for their underwear range, they have the threat of loosing costumers due to rising popularity in other brands due to their marketing campaigns.
S.W.O.T ralph lauren
One of the many strengths of Tommy Hilfiger is they keep their brand essence throughout their films and photoshoots, by keeping the well known colours of Tommy hilfiger, red, white and blue predominant throughout. This is a good marketing strategy for the brand as it keeps the costumer and audience familiar with the brand, it’s products and their marketing campaigns.
strengths
oppertunities
Tommy Hilfigir could potentially show a similar popularity to Calvin Klein underwear, but they do not advertise their range enough. Having celebrities such as gigi hadid involved in the Tommy Hilfiger brand will greatly impact Tommy Hilfigers sales and costumer base as many of her fans are greatly influenced by her. Tommy Hilfiger should use this strategy a lot more like Calvin Klein as many celebrity followers aspire to dress like them and underwear is an affordable trend to follow for someone without an income as high as a celebrity.
Although underwear is not one of Tommy Hilfigers main selling points, they still don’t have a lot of advertisement for their range, and only really have one main campaign for it. I think Tommy hilfiger should promote their underwear products more as they are of a very similar style to Calvin Klein and could potentially reach the popularity of their strong competitor.
weaknesses
threats
By not having much advertisement for their underwear range, Tommy Hilfiger threatens the chance of loosing costumer interest into other brands who do market their underwear line well as the other brand will create popularity for their underwear range and potentially draw in Tommy Hilfigers current costumers.
S.W.O.T tommy hilfiger
“The only way to advertise is by not focusing on the product. ” - Calvin Klein.
consumer analysis. The consumer of Calvin Klein underwear is typically a girlfriend/boyfriend of the costumer who brought the product or usually the customer themselves. Underwear is quite a personal or intimate product to purchase, so you would only really typically receive them from a girlfriend / boyfriend, parent or yourself. The consumer of Calvin Klein would be proud of their image to spend a bit more money on Calvin Klein underwear, which isn’t seen everyday by anyone else. The consumer will also be inspired by celebrity style and would want to portray they’re style down to the underwear, and have value of their self image. The consumer would have a reasonably well paid job or disposable income to be comfortable enough to spend around £30 on a pair of boxers or women’s briefs. The consumer can be both male and female as the brand provides product for both genders and would tend to be between the age of 18 40. Depending on the social and financial status of the consumer, Calvin Klein underwear can typically be used by the consumer as a luxury item of underwear and only have about 1-3 pairs, where as other consumers can wear the brand religiously if they have the income to do so, typically men would have more Calvin Klein underwear then the female consumers. They would be well dressed, live in a urban area, wear other brands such as Hugo Boss and Ralph Lauren, involved in most social media sites and follow celebrities.
Brand essence Calvin Klein underwear is recognizable as black and white, and are most popular for their men’s briefs, but also sell other male and female underwear. They tend to use celebrities or widely known models to promote their underwear in their advertising. A Calvin Klein underwear advertisement would be easily recognizable to the audience if it were in black and white and have a sexy feel to it.
Brand personality Calvin Klein underwear is a very sexy brand, they are not shy to show romance and intimacy in their advertisement. They are defiantly good at showing their brand as lustful and intimate and this works well with it being an underwear brand. Although seen as a classic in the underwear department of the fashion industry, Calvin Klein underwear still remains cool and current by selling in stores such urban outfitters and using models such as Justin Bieber, keeping up with the current generations styles and fads.
Brand Values Calvin Klein underwear wants their consumer to feel the essence and personality their films and shoots, sexy and confident, when wearing their products . Calvin Klein underwear make sure they keep this fluent throughout all of their campaigning for the brand, making sure the costumer and consumer has the same experience when buying and/or wearing the products, and they keep it fluent throughout extremely well.
brand analysis
One of the many strengths of Calvin Klein underwear is that they have a large portfolio of celebrity models and promoters throughout there campaigns, advertising and social media. This strategy puts Calvin Klein in a better position then their competitors with potential consumers and consumer as a lot of people tend to follow on from fashion and style portrayed by celebrity personalities.
strengths
oppertunities
As an underwear brand, Calvin Klein underwear sales should remain similar all year round, as consumers and costumers will always need and always buy underwear, without having to make much, or no difference to the collection. As a brand that promotes them selves as quite intimate and sexy throughout they’re advertising, holidays such as valentines day and Christmas will greatly impact on sale figures and promotion should be key during these times. Also supplying they’re celebrity models such as Justin Bieber with life time supply of Calvin Klein benefits the company as it gives them almost free advertisement when he is paparazzied in them or posts on social media such as instgram in them, constantly wearing them for all his fans to see and advertise for the the company.
A weakness for Calvin Klein underwear is that they are in danger of becoming too mainstream. A lot of people follow popular trends but when then become to popular people tend to drift away from the brand to find the next best thing. Calvin Klein underwear is now available to purchase in stores such as urban outfitters, tkmaxx and asos, risking they re popularity as a slightly luxury underwear company and becoming known as too common to consumers.
weaknesses
threats
Calvin Klein underwear has a very signature ‘one style’ look which could give a threat of going out of fashion, as no one is to stay men and women will love plain, mostly monotone underwear forever. Also the behavior and social status of their celebrity model base could also impact sale statistics, if a celebrity becomes unpopular or even ‘uncool’ many people would not want to portray this celebrities style anymore.
S.W.O.T
brand objectives To give my audience of my film the essence that is portrayed throughout Calvin Klein underwear previous films I will show lust throughout my film, and encourage the brands seductiveness throughout my music, performers and choreography. I will do close up body shots of the underwear and the performers bodies just as Calvin Klein does with their models who are usually extremely well toned. My film will be shot in black and white as many of their shoots and fashion films are shot in this colour mode. Calvin Klein underwear aims to promote themselves as quite a lustful brand throughout their advertising and fashion films. I will translate their brand essence through to my audience by showing the romantic engagement between my models throughout the film. I will deliver Calvin Kleins lustful personality by ensuring my models fully engage with eachother throughout my film, and bring romance into it but also focusing solely on the product. Calvin Klein underwear Characteristic: . . . . .
Black & white Defined bodies on models Romantic/lustful Celebrity involvement Close ups of brands logo
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, sexy, roma tful nti s u l c
ce sen es
core of calvin klein underwear
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brand p ers on al t n e i em ors
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values brand
action and implemation plan For my film I have chosen to have two male and female contemporary dancers undressing eachother down into their Calvin Klein underwear in a bed room and a studio. I have also used Louis Mattrs - oops x wus good as much music choice as it reflects my concept and also works well with the style of dance I have chose to be in my film. My models will wear loose fitting clothes as it’s easier for them to perform in and also remove during the film. I chose this concept as it reflects the sexual image Calvin Klein underwear introduces to their costumers. I have chosen to film in a white studio as I want my film to solely focus on my product and my concept.
product
placement
My film will be on youtube in its original format, in full. My film will also be on facebook in its full original format on Calvin Klein page. On twitter, instagram and facebook advertisement sponsored post my film will feature in shorter, social format cuts.
As my brand is solely underwear there is no particular season it needs to be released in. As my film is quite romantically associated I think it would be a good film to bring out during valentines day/Christmas, to encourage couples to purchase their partner the brand and also themselves. My film would probably be used as a TV ad and social media campaign.
promotion
process
My film will be shot at two different locations on two different days as it will be tiring for the dancers to perform for long hours. I will have two dancers, a make up and hair artist, a photographer to take stills and someone to do lighting and the filmography at the set on both days of filming. I will arrange both sets myself as both will only need to be empty and no props are necessary in my film.
For my film I have chosen to have two male and female contemporary dancers undressing eachother down into their Calvin Klein underwear in a bed room and a studio. I have also used Louis Mattrs - oops x wus good as much music choice as it reflects my concept and also works well with the style of dance I have chose to be in my film. My models will wear loose fitting clothes as it’s easier for them to perform in and also remove during the film. I chose this concept as it reflects the sexual image Calvin Klein underwear introduces to their costumers. I have chosen to film in a white studio as I want my film to solely focus on my product and my concept.
my film
Calvin Klein Underwear - hayley green katy salarishvili x danny foster
Calvin Klein Underwear - hayley green katy salarishvili x danny foster
instagram video mock up.
instagram video mock up.
vimeo video mock up.
facebook video mock up.
instagram social edit video - iphone mock up.
youtube video - iphone mock up.
links to my calvin klein underwear film full version and social edits. full version https://vimeo.com/192478830 10 second edit https://vimeo.com/192623624 30 second edit https://vimeo.com/192640554 female edit https://vimeo.com/192724386 male edit https://vimeo.com/192724284
bibliography Calvin Klein (2016) FKA x CK: Calvin Klein jeans spring 2016 featuring FKA twigs + Kaner flex - full length. Available at: https://www.youtube.com/ watch?v=Ydl6ouX5Tv4 (Accessed: 22 November 2016). Calvin Klein (no date) Available at: http://fashion.wikia.com/wiki/Calvin_Klein (Accessed: 22 November 2016). Corp, P. (2016) Calvin Klein. Available at: http://www.pvh.com/brands/calvin-klein (Accessed: 22 November 2016). Klein, C. (2001) Calvin Klein quotes. Available at: https://www.brainyquote. com/quotes/authors/c/calvin_klein.html (Accessed: 22 November 2016). KLEIN, C. (2016) About – Calvin Klein. Available at: http://explore.calvinklein.com/en_US/corporate (Accessed: 22 November 2016). Vault (2016) CALVIN KLEIN, INC.|Company Profile|Vault.Com. Available at: http://www.vault.com/company-profiles/general-consumer-products/calvin-klein,inc/company-overview.aspx (Accessed: 22 November 2016). (No Date) Available at: http://www.hoovers.com/company-information/cs/competition.calvin_klein_inc.b52575d93fa068f0.html (Accessed: 22 November 2016).
Citations, Quotes & Annotations: Calvin Klein (2016) FKA x CK: Calvin Klein jeans spring 2016 featuring FKA twigs + Kaner flex - full length. Available at: https://www.youtube.com/ watch?v=Ydl6ouX5Tv4 (Accessed: 22 November 2016). (Calvin Klein, 2016) Calvin Klein (no date) Available at: http://fashion.wikia.com/wiki/Calvin_Klein (Accessed: 22 November 2016). (Calvin Klein, no date) Corp, P. (2016) Calvin Klein. Available at: http://www.pvh.com/brands/calvin-klein (Accessed: 22 November 2016). (Corp, 2016) Klein, C. (2001) Calvin Klein quotes. Available at: https://www.brainyquote. com/quotes/authors/c/calvin_klein.html (Accessed: 22 November 2016). (Klein, 2001) KLEIN, C. (2016) About – Calvin Klein. Available at: http://explore.calvinklein.com/en_US/corporate (Accessed: 22 November 2016). (KLEIN, 2016) Vault (2016) CALVIN KLEIN, INC.|Company Profile|Vault.Com. Available at: http://www.vault.com/company-profiles/general-consumer-products/calvin-klein,inc/company-overview.aspx (Accessed: 22 November 2016). (Vault, 2016) (No Date) Available at: http://www.hoovers.com/company-information/cs/competition.calvin_klein_inc.b52575d93fa068f0.html (Accessed: 22 November 2016). ([CSL STYLE ERROR: reference with no printed form.])