fa l l / w i n t e r 2 0 1 7
A n Ad v e r t i s i n g C a m p a i g n St r a t e g y by M a i y a P l a t h e r S e ni o r C a p s t o n e / W i n t e r 2 016 S a v a n n a h C o ll e g e of A r t & D e s i g n
Th a n k Yo u Pa l o m a L o p e z & Ta y l o r S e a r c y J ef f rey Ti n d i & K h a r l y b i a R o a n e Pa t t i Ta y l o r
Provocative. Modern. Sensual. Iconic.
“Calvin Klein is a global lifestyle brand that exemplifies bold, progressive ideals and a seductive, and often minimal, aesthetic. We seek to thrill and inspire our audience while using provocative imagery and striking designs to ignite the senses.�
“
We strive to make a positive impact
on the world.
We inspire passion in our people. We embody authenticity
and embrace
individuality.
B u d g et All o ca t i o n
C a p s to n e B r i ef
C o m p a ny Analysis
C o m p et i t i v e Analysis
08 10 20
A e s t h et i c Re s e a rch
Pre Pro d u c t i o n
Pro m o t i o n a l Plan
28
M a r k et in g D e li v e r a b l e s
40 42
C o n c lu s i o n
30 36
46
b r i ef
Choosing a brand as iconic as Calvin Klein was a mindful decision as most of its success derives from its well known controversial advertising campaigns. With a creative such as Raf Simons now as the Chief Creative Officer of Calvin Klein, now is the perfect opportunity to incorporate social and cultural issues relevant to society. Reflective of Raf Simon’s constant usage of young men within the context of isolation and disconnection, I believe challenging the idea of Black Masculinity would be one that resignates with Calvin Klein’s conscious consumers and the brand itself. This advertising campaign aims to show different sides to black masculinity – away from the stereotyped and fetishised cliches – and showing men for who they really are. There is a need in the field of fashion advertising to challenge masculinity and
to
resented
expand identities
the
depth can
of get
field, their
so
that respective
underrepshine.
a b o u t R AF SI MO N S
Because of his work at his nominative menswear label and work as creative director at Jil Sander and Dior, Belgian-born designer Raf Simons is known as a first-mover whose ideas are often appropriated and repackaged for larger audiences. Simons ability to witness fashion as something emotional, something de eper than mere appearance is what makes him a power force in the industry. His minimalist tenure and a de ep connection to youth culture both align with the Calvin Klein brand, positioning him as a right choice as the brand’s new Creative Chief Officer, a position in which he will have complete creative control over everything from brand imagery to diffusion lines and home go ods. Simon’s strong attention to men’s fashion - something other brand’s often let take the backseat to lead him to want ing to make clothes we haven’t se en before and not just another white shirt. Simons wants to explore what lies in betwe en.
a b o u t CALV IN R . K LEIN
The desinger that single-handedly created the designer jeans craze of the 1970s and with his simple, casual-chic focused designs, gave American Fashion back the importance it deserved. Calvin R. Klein built his fashion empire among the idea that then revolutionized fashion advertising in the 1980s. It was a more sensual approach to marketing that so on became the norm for Klein’s competitors. The negative publicity that often claimed Klein’s advertising as pornagraphic and violent against women only served to fuel sales. Fast, the advertising became just as important as the fashion Young 15-year old Bro oke and her jeans, and possibly the most recognizable model/actor duo in history. Legendary Supermodel Kate and Actor Mark Waldburg dynamic duo also plunged Calvin Klein into the spotlight. Klein later sold the company to Phillips-Van Heusen in 2003.
12
The Calvin Klein brands — Calvin Klein Collection,
p ro d u c t
Calvin Klein Platinum, Calvin Klein, Calvin Klein Jeans
opportunity to market products both domestically and internationally at various price points, through multiple distribution channels and to different consumer groups. The Calvin Klein brands are also licensed for a range of products, including fragrance, women’s apparel, footwear, eyewear, watches and jewelry in various regions. Global retail sales of products sold under the Calvin Klein brands were approximately $8.2 billion in 2015.
mi x
and Calvin Klein Underwear — provide us with the
social
Unlike most luxury fashion brands, Calvin Klein was quick in adopting social media into his marketing strategy.
p re s e n ce
According
to
social
intelligency
company
Brandwatch, as of 2015 Calvin Klein had the strongest social media presence of 32 brands studied - along with Christian Dior, and Louis Vuitton. This information was based on social visibility, general visibility, net sentiment, reach growth and social engagement and content. Calvin Klein has 7.2 million followers on Instagram, over 11k likes on Facebook, about 3.3 million followers on Twitter, and about 70k
YouTube subscribers.
The
Calvin
Klein
customer
Calvin
ta rg et
ranges from “14 to 50 years old and (Warnaco Group, Inc.). “The most prominent consumer looks for iconic styling” but the “sexy aesthetic continues to draw an edgy consumer looking for the most current fashion trends” (Warnaco Group, Inc.).
These consumers
genuinely care about their appearance and value quality products. They are predominantly faithful
consumers
-
often
purchasing
merchandise from each of Calvin Klein’s lines. The target consumer can ultimately be
described
as
tech-savy,
ambitious, individualistic, and stylish.
m a r ket
desires modern fashion forward products”
josh sferlazzo
24 years old born in newark, jersey junior web designer for HypeBeast
Born and raised in Jersey, Josh found himself spending most of his time exploring the city meeting new people. He decided to attend School of Visual Arts in New York City. While Josh loved photography, he also enjoyed learning UI (User Experience) and coding. During his free time, Josh enjoys riding his bike with his Canon camera through West Village, snapping people and things he finds inspiring. Josh also enjoys record shopping with his brother, Taylor, since they both are vinyl collectors. After working as a Studio Intern position at Complex, Josh accepted a part-time position as Junior Web Designer for Hypebest, an online destinations for editorially driven fashion commerce and news.
daya watson
28 years old bor n in greenford, united kingdom exhibition curator
After receiving her BA in Design Management and Cultures at the Univeristy of Arts London, Daya found herself soon working as an assistant curator at the October Gallery in central London where she and her girlfriend, Sarah, also reside. Daya is constantly influenced by cultures other than her own, and loves to incoporate that into her style and her work. Daya enjoys attending concerts and music festivals as often as she can, as she has been playing the electric guitar since she was 11 years old. Daya is engaged on every social media platform and is obsessed with eyewear, especially if its designed by twin-designer duo Coco & Breezy.
co m p et i t i v e a n a l y s i s
“The apparel and footwear industries are competitive as a result of their fashion orientation, mix of large and small producers, the flow of domestic and imported merchandise and the wide diversity of retailing methods.
We compete primarily on the basis of style, quality, price and service. Our business depends on our ability to stimulate consumer tastes and demands, as well as on our ability to remain competitive in these areas. We believe we are well-positioned to compete in the apparel and footwear industries. Our diversified portfolio of apparel brands and apparel and footwear products and our use of multiple channels of distribution have allowed us to develop a business that produces results which are not dependent on any one demographic group, merchandise preference or distribution channel. We have developed a portfolio of brands that appeal to a broad spectrum of consumers.�
HI G H ACC ES SIB IL IT Y
$$
$
LO W ACC ES SIB IL IT Y
GIORGIO ARMANI Founded in 1979, Giorgio Armani is an world renowned Italian fashion designer who is much known for his elegant menswear. His popularity is especially high in the U.S where the name ‘Armani’ is synonymous with style and sophistication and after attaining much success, introduced a new line of clothing, ‘Mani’, for men and women. In 1979, he founded the Giorgio Armani Corporation, the American branch of the Italian company, Giorgio Armani S.p.A. The Giorgio Armani Corporation designs, manufactures, distributes and retails fashion and lifestyle products including apparel, accessories, eyewear, watches, jewelry, home interiors, fragrances and cosmetics under a range of brand names: Giorgio Armani, Armani Collezioni, Emporio Armani, AJ Armani Jeans, A/X Armani Exchange, Armani Junior and Armani Casa. S IZE & SCO P E With approximately 500 stores worldwide, the Group’s exclusive retail network currently comprises: 81 Giorgio Armani boutiques, 171 Emporio Armani stores, 17 Armani Collezioni stores, 165 A/X Armani Exchange stores, 16 AJ. Armani Jeans stores, 6 Armani Junior stores 33 Armani Casa stores in 46 countries.
TOMMY HILFIGER Tommy Hilfiger is one of the world’s leading designer lifestyle brands and is internationally recognized for celebrating the essence of classic American cool style, featuring preppy with a twist designs. Founded in 1985, Tommy Hilfiger delivers premium styling, quality and value to consumers worldwide under the Tommy Hilfiger and Hilfiger Denim brands, with an impressive number of collections including Hilfiger Collection, Tommy Hilfiger Tailored, men’s, women’s and kids’ sportswear, denim, accessories, and footwear. In addition, the brand is licensed for a range of products, including fragrances, eyewear, watches and home furnishings. Founder Tommy Hilfiger remains the company’s Principal Designer and provides leadership and direction for the design process. S IZE & SCO P E Tommy Hilfiger has built an extensive distribution network in over 90 countries and more than 1,400 retail stores throughout North America, Europe, Latin America and the Asia Pacific region. Global retail sales of the Tommy Hilfiger brand were US $6.7 billion in 2014.
RALPH LAUREN Ralph Lauren Corporation designs, markets, and distributes lifestyle products worldwide. The company offers four different product categories: Wholesale, Retail, and Licensing. apparel, home, accessories and fragrances. For more than 49 years, Ralph Lauren’s reputation and distinctive image have been consistently developed across an expanding number of products, brands and international markets. The Company’s brand names, which include Polo Ralph Lauren, Ralph Lauren Purple Label, Ralph Lauren Collection, Black Label, Lauren by Ralph Lauren, RRL, RLX, Ralph Lauren Childrenswear, Denim & Supply Ralph Lauren, American Living, Chaps and Club Monaco, constitute one of the world’s most widely recognized families of consumer brands. S IZE & SCO P E
The company also sells its apparel, home, and other products through licensing alliances. As of April 2, 2016, it operated 493 directly-operated freestanding stores and 583 concession-based shop-within-shops.
HUGO BOSS HUGO BOSS is one of the market leaders in the upper premium segment of the global apparel market. It focuses on developing and marketing of premium fashion and accessories for men and women. The brand HUGO BOSS comprises the collections of BOSS, BOSS Orange, BOSS Green and HUGO. The brands cover a comprehensive product range encompassing modern apparel, elegant eveningwear and sportswear as well as shoes and leather accessories. Licensed fragrances, eyewear, watches, children’s fashion, home textiles and writing are also the ranges included. Apart from traditional marketing instruments such as print and out-of-home media, it increasingly reaches the relevant target groups using digital channels. Retail marketing activities aimed at the established flagship store portfolio, fashion shows and sponsorships continue to play important roles. S IZE & SCO P E HUGO BOSS operates 1, 113 retail stores and 72 stores as of 2015.
A E ST H E T I C R E S E A R C H
“After all, both designers built their respective empires on a solid foundation of minimalism, carefully-curated muses and an intrinsic understanding of youth subculture”
It is vital to compare the works and styles of both Calvin Klein and Raf Simons in order to develop a fashion film that will properly align with the brand. Though Simons has spent most of his time working with other brands, his core aesthetic, which has evolved over time, can be described as avant-garde, conceptual and often times nostalgic. This is reflective in his ad campaigns which are always comprised of dark and eery visuals. Soon, Simons’ fashion began to focus more on shape and form. Comparitively, Calvin Klein’s style can be said to feel clean, chic, and modern. Calvin Klein built his empire on creating fashion that gave men and women a feeling of effortless ease. However, Klein is unafraid to allow provactiviness in just about every area of his work.
moody, minimal, avant-garde, conceptual, youthful
provocative, sexy, minimal, confident, classic
MOODBOARD
styleboard
gantt chart F LO W O F O R GA N I Z AT I O N
B UILD TEA M LO CK LO CATIO N CR EATE B UDGET LO CK TEA M / EQ UIPM ENT FIL M / SH OOT LO CK LOO K B OO K PH OTOS R EVIEW EDITS FIRST CUT O F EDITS ADDTL CUTS CO LO R CO R R ECTIO N FINAL VIDEO
1 - Oc t 8 - O
8-Oct 15- O c t 22 -Oct 2 9 -Oct 5-Nov 15-Nov
p ro m o t i o n a l p l a n
Fashion films are essentially a social topic, which means that social
By using a varied range of promotional activities to create
media networks will serve as the platform best fitting for this campaign.
deeper engagegment with our consumers and focusing
With the advancement of technology today, people feel an increased
solely on innovative usage of our social and digital platforms
need to share their opinions on films and visuals. By creating visually
to make up a multi-channel strategy, we will ultimately be
appealing content on social media, we will be able to encourage
able to curate millions of views and increase our sales.
the kind of engagement Calvin Klein has seen during previous years.
Our consumers are highly engaged and connected on social media, with Facebook, Twitter, Snapchat, Instagram and Youtube being the top platforms. It is imperative that we use these to curate captivating content.
promotional plan F LO W O F O R GA N I Z AT I O N
FACEB OO K
T W ITTER
INSTAGR A M
YO UTUB E
SNAPCH AT
EVENTS
May June
July August September October
budget allocation (DOLLARS IN THOUSANDS)
Ta FACEB OOK
$2,500
on
w INSTAGR A M
$1,500
Fo
m YOUTUB E
$3,000
sk
co TW ITTER
$2,000
Fa
co
W SNAPCHAT
WEB SITE
$2,000
$2,500
po
th
Tw
$2 EV ENTS
$3,500
pl -
TOTAL
$13,500
j u s t i f i ca t i o n Taking into consideration the amount of time spent on each social media platform by our consumers, we have allocated our spending accordingly. Following special events, YouTube is the next most expensive due to the costs of hiring a skilled team of film industry leaders to produce content suitable for the Calvin Klein YouTube site. FaceBook and Calvin Klein’s website’s costs are estimated to be $2,500 each. With these two platforms acting as direct point-of-sales, it is vital that we use these platforms to the best of our ability. Twitter and Snapchat are estimated at $2,000. Twitter isn’t the most engaged platform because of its wordy interactivity - whilst the Calvin Klein consumers enjoy
more visuals. SnapChat is a very popular platform amongst the Calvin Klein customer, however a large team nor a lot of time is needed to use this platform successfully. The
total
budget
is
$13,500.
f a ce b o o k
in s ta g ra m
This mock aampaign will not only act as a continuation of Calvin Klein’s successful advertising, but it also serves to represent a new direction to take as Raf Simons joins the brand as Chief Creative Officer. Through this implemented strategy, we can further solidify consumer loyalty and position the brand as the top leader in global luxury fashion.