Calvin Klein, or nothing at all

Brand
Identity

Calvin Klein, or nothing at all

Calvin Klein is a minimalistic band that uses its
minimal look to its power in the “seductive approach”
in fashion. The brand’s prestige and image are kept
the same through all their marketing platforms when
engaging with consumers. CK has a modern, intimate,
classic and iconic imagery that they brand themselves
with. The brand itself is portrayed as; honest,
authentic, reliable and genuine. They use a simple
logo with black and white colouring to help customers
identify immediately the simple background and
identity of the brand.
 Stylistic 03
Identity
While there is a minimalistic and contemporary
American aesthetic with clean lines and a neutral color
palette. Choosing neutrals in everything they do, like
black and white and the simple design of products and
accessories. The striking and bold CK logo is the
highlight in the brand’s products and packaging. It has
become the iconic identity to know the brand and its
history at first glance.
The key identity styles of CK are with denim, cotton, and
a leather mix, Using the simple urban street style mixed
with standout pieces such as bold prints and crocodile or
other stamped animal usage. The stylistic identity stems
into using long lines and the less is more motto in the
designs, stores, and online platforms. The only vanity
usage needed is the simple band logo of the calvin klein
logo because they want you to be #ProudInMyCalvins.
 PICTURE OF SENDER

minima linear
listic iqu
e Cu
ys ltu
d Ph re
an
Br

Personality
Relationship
loyal inclusive

Re
fle
cti lf I
mage confi
basic
on
dence
Se

PICTURE OF RECEIVER
 LOGO

Calvin Klein is built on simplicity and the power of using their

minimalism to their advantage. Although the branded bands on
the underwear and garments can be considered “basic” and
“flashy” at times, it works to their advantage when they want to
be recognized. In 2017, they changed their logo from the all
lowercase letters to all uppercase and sans-serif typography. A
trend seen across the fashion world. They also removed the
lowercase ‘ck’ that sat above the name of the American brand. 

We have decided to leave the logo the same as what they

currently have designed. 

The brand has simplified the logo as much as it can be, and to
change it could drastically change the brand and stylistic
identity of the brand. We want to leave the simplicity of its roots,
and keep it as something recognizable.
05
 S W
S O
S S
T
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

Variable price points. Omnichannel and The changing market trends and
Modern and minimalistic brand.
It has always been a controversial e-commerce development . customer requirements.
Brand Equity.
brand regarding its Engage an older target market. Constant race with the
Owns more than 50 licences
advertisements which are often Development of collaboration. competitors working in the same
worldwide.
criticized for its overt sexuality.  Personalization service. arena.
The use of subliminal advertising
The brand is questioned for Their customers are looking for
which is sexually explicit to draw
copying other designers. high quality with low price hence
attention to their products.
and the price range is too drastic
Global distribution system covers
between lines/qualities.
more than 21 countries.
Accommodative to diversity in
culture.
07 MEDIA MIX MAPPING

Facebook Instagram Youtube

13 314 247 like 20,8 M followers 252k Followers
Active 5671 posts 1 video per week approximately
Active Active
www.calvinklein.com

Pinterest Twitter Tik Tok

Active74 471 followers 3 689 445 followers 22 k followers
(communication campaign) Active Active
Active
08

CK is active on the FB page with links to chat boxes, purchases

straight from online channels. Many posts are duplicates from
Instagram and Twitter. But using many “common” people for
their posts. The posts are active, but there is not much
engagement from consumers and people in the comment
sections unless it is a controversial post such as human rights,
suicide, or a well-known celebrity.
09

The tone is relatable, and user engaging with different hashtags for
campaigns. On the Instagram account are reposted photos of ordinary
people dressed in Calvin Klein underwear and clothing using the hashtag.
The tone is friendly and more of a narrative that makes you want to
engage. It also encourages you to dress up in your CK to post a pic and
maybe you will be chosen to get reposted. Traditionally, the account tags
all products so that the user, if they wish, can be redirected directly to the
online Instagram shop. They have taken advantage of promoting their
brand through self-made influencers as well as getting celebrities
involved.

“Musician Trey Songz - who has 26 million followers across his Instagram,
Facebook and Twitter accounts - generated 830,000 fan interactions (likes,
comments and so on) with just two posts. Model mother Miranda Kerr's
intimate photo garnered more than 300,000 reactions.”
- https://www.scmp.com/lifestyle/fashion-watches/article/1448719/calvin-kleins-social-media-strategy-reminds-its-classic-
ad
10

Being very active and vocal on Twitter is a strength of CK. They engage with their followers, and make sure their company values are vocalized.
Even to go as far as blocking hateful comments and posts that they deem not in line with the company. While there is not much engagement on
the normal posts they do have a lot of buzz when it comes to their campaigns and embracing controversial issues head on. On average of about
120 interactions (likes, retweets, and responses) per post. 

“We embrace our Twitter channel as a platform to foster an inclusive environment for respectful expression. At CALVIN KLEIN, we tolerate
everything except intolerance. Any hateful or offensive comments will be removed.Furthering our platform as an inclusive and respectful
environment for individualism and self-expression, we will be blocking all accounts issuing hateful or intolerant statements moving forward. We look
forward to continuing a positive and inclusive dialogue with our community.” - FROM TWITTER
11

Short films, photos and text are posted on the YouTube page always in a friendly tone and in line with current events. Such as for PRIDE
month many testimonials to go along with their #PROUNDINMYCALVINS. Showing they support all people , especially during the
important movements happening in the USA.
They target the weekly videos to be in line with current events.
12

The tone is commercially focused on sharing the brand's

advertising campaigns. There is not much involvement outside
of showing the new trends.
13

TikTok is the only social media platform not linked to the website. The profile is active
and verified.
The content published on the page is targeting the younger customers. With a friendly
tone of voice, CK is using the models to give advices to their younger selves, that is an
indirect way to speak to the young customer segment.
14

The comments section of CKs social media posts is used for a wide range of reasons. Starting from a basic heart emoji
or rainbow, to asking for product detail, too scrutinizing or praising the post that day. It doesn’t matter the social media
site (Twitter, Instagram, Facebook, YouTube etc.), there is at least some type of interaction. 

On a normal post promoting a new handbag, a pair of jeans, underwear, or swim line, there is less engagement. Around
65 comments a piece but over 110k likes on average. Depending on the photo, the model, and the type of interaction
they are looking for. The most interaction from customers are, however, on the more controversial issues such as body
positivity, LGBTQ, Black Lives Matter. Moreover, CK has done a good job at sticking to “Proud In My Calvins” motto
even in responses because they make it known it is not a place for hate. They want their models, consumers, and CK
community to feel welcome and that CK. No matter your race, sexual orientation, or community activism.
15
www.calvinklein.it

Calvin Klein provides the user with a site that is aiming to suit the image of the brand. Despite looking more formal, the platform has a clear
interface and easy surfing methods are making the purchase process linear and fast. The initial page is displaying the brand's interest
regarding several matters ( as Pride or BLM themes).
16 Net Listening

In the ADV, the core business of the brand is blending the most
BuzzSumo & Google Trends

recognizable pieces and celebrity influence. Consumers are attracted

by the hype created due to the final output of the celebrity
Calvin Klein audience engagement
comparison to the everyday customer.

The first thing a consumer notices while engaging with the brand is
the minimalistic nature and the use of the colors black and white that
ranges from the brand logo to the brand packaging. 

The provocative look and the sexually explicit nature of the brand
advertisements have been head turners since day one. Though
controversial, it has improvised and kept consistent the way
consumers view the brand.

Calvin Klein trend worldwide

17 Net Listening

One of the latest headline grabbers being the fashion brand's

#PROUDINMYCALVINS which is a celebration of self-
expression such as body positivity and the full spectrum of
#PROUDINMYCALVINS

LGBTQ+ identities, accepted and instilled globally.

The video featuring Jari Jones, Pabllo Vittar, Mina Gerges and
others gathered together 29k by creating a huge buzz globally
with the sense of acceptance of diversity. The Brazilian drag
queen, Pabllo Vittar, has always been vocal about the issues the
LGBTQ community has had to face.

Jari Jones celebrated the coveted cover space as she occupied

the massive CK billboard in downtown Manhattan. This event
turned out to set a viral pace in enhancing the brand image.
Target PSYCHOGRAPHIC
Fashion CentricTrend Oriented Want to associate with an iconic and popular fashion label
Brand Conscious Like to splurge on fashion
 People who embrace, express and are proud of their unique sexuality 
Confident and bold 
Aren’t shy to be considered controversial 
Someone who considers a brand's reputation before purchasing products
Open-Minded Image, appearance and persona oriented 
Attracted to the packaging of products as much as the products inside them
Individualistic in their personality

GEOGRAPHIC

LARUOIVAHEB
Global Active Social Media users
Residing in capitals or cosmopolitan hubs
Explorers and aspirers by nature
Take pride or are inspired by the urban
Age: 15- 30
Men and Women  American lifestyle
Urban Youth Choose to be Minimalistic and modern in their
Middle and Upper class appearance
Marital Status: Single  Highly influenced by Instagram culture,
Multi ethnic
Heterosexual, LGBTQ+
bloggers and celebrities
18
DEMOGRAPHIC
Customer journey mapping
search
site registration
social ads landing
pages newsletter
3rd party sites
SEO social social
media media

Awareness Consideration Purchase Retention Advocacy

webshop review
youtubers
print
store WOM
blog
WOM
website

19 Controlled touch points

Uncontrolled touch points

COVID-19 period
Customer journey mapping 20
feelings

Purchase Retention Advocacy

Awareness Consideration

Despite this, the official website has room for better engagement with new and existing clients and users. The brand’s social media is very active and extends an image of the brand with frequent posts depicting
self- expression, sexuality, confidence and nonconformity to societal norms. The website seems to focus more on the e-commerce aspect of the omnichannel. For example, the explore tab on the website is at the
Awareness very bottom of the page and tends to be overlooked. Further, the tone of voice this tab has also solely aims at inducing purchase directly. Rather, there could be more short videos talking about the brand’s
uniqueness and lifestyle, hacks, styling tips, collaborations, interviews with pop icons among other content to make this area of the website seem as an active blog and hence making the website more engaging
and lively as its one of the main sources of awareness for the brand.

CK is, in moments, a controversial brand that prides itself in its provocative nature. Making ADVs that are always criticized for being too sexual. But to their advantage helps “thrill and inspire to stimulate the
Consideration
senses”. However, they are often looked down upon with many ‘copying’ and licensing issues. So buying into the brand, is buying into these claims, and standards.
Positioning mapping 23
prestige price

classic contemporary

Year: 2020
affordable
Product: Denim Jacket
 OUR STRATEGY
A I M S

Promote body positivity

Unify website & social media Generate Buzz Re-identifying Calvin Klein Increase customer engagement
content through digital channels
OUR STRATEGY
CHANNELS
Facebook Instagram Youtube

25 www.calvinklein.com Twitter Tik Tok

OUR
PROPOSAL
CK has taken a positive stance in all the social issues in
histories past, but sometimes just for the short period
that is relevant. We would like to propose that Calvin
Klein go on a “I Learn In My Calvins” tour. Taking a tour
bus that helps educate and promote body positivity
whether you be part of the LGBTQ community, plus size,
skinny, disabled etc. The purpose of the bus will be to
drive it across major cities all and park it in the urban
market that CK targets to educate and promote body
positivity no matter who you are, what you look like, or
identify as. We want to help re-brand/identify CK since so
much of their identity now is for the urban youth and
trying to be inclusive. Our strategy will be to start in the
month of August when the general target market is
returning from summer holiday to school or work.
Concluding at the end of October after educating people
globally.
26
We want to offer a fun way to
educate and accept everyone that
lives among our communities.
We will have a “bus tracker” on their main website to
help bring clicks to the site, and inspire people with the
product on the homepage. Also creating a separate
Instagram page for the “I Learn In My Calvins” bus. To
keep up with the events and fun things the bus is
bringing to all different cities. This strategy helps make it
not look like they are only following the social trends the
world faces at particular times and adding to who they
are as a brand.
We want to offer a fun way to educate and accept everyone
that lives among our communities.
OUR
#ILearnInMyCalvins tour bus
 The website will be made more coherent and engaging.
OUR Starting with the homepage, with the addition of the “bus
tracker”. From there you can click to enter another interface to

www.calvinklein.com
‘track’ where the bus is, where it's been and links to all the
social media posts. The addition of a blog onto the websites
‘bus tracker’ interface will help keep this section alive once the
bus campaign ends at the end of October.

This will attract clicks to the official

website and consequently inspire
users to browse and purchase
various products that have been
featured through the bus tour
educational sessions.
OUR
TWITTER The significant focus with Twitter will be updating about the
campaign #ILearnInMyCalvins through short tweets and visuals
on a regular and live basis to help keep the brand active among
its target audience and potential new clients.

1st July
Calvin Klein is coming to YOU in the #ILearnInMyCalvins Tour. Go to our website,
calvinklein.com , for more information on when the bus will be in your city! #CK can’t wait to
see you on this body positivity educational tour and campaign.

Users tagging #ILearnInMyCalvins

will be able to feature on the official
CK Twitter page.
OUR The most well known and used social media site around the
world, that holds the majority of Calvin Klein's target market

INSTAGRAM will be the main focus through the I Learn In My Calvins

campaign. The campaign aims to educate, strengthen and
solidify the brand’s image in regards to body positivity,
LGBTQ+ and being true to one’s identity.

With the help of Instagram, CK will be able to launch its own page for
the touring bus. This will help users and fans be connected and keep up
with all the upcoming and live events plus what is happening daily.
Targeted products and other engaging activities through stories, IGTV,
lives and posts daily.

People tagging the campaign hashtag will have a chance to be

featured on this CK page. Further incentive to show up and participate
to get educated.

Calvin Klein is coming to you! CK is going on a

The campaign will feature influential people help be a part of the posts
#ILearnInMyCalvins Tour. Taking a bus tour around the world to
educate and promote body positivity no matter who you are,
what you look like, or identify as. We want to offer a fun way to
that may not have had recognition before. Such as models of all
educate and accept everyone that lives among our communities.
Go to the link in our bio or our website to find out when the bus
will be in your city! See you there.
shapes, drag and trans queens, as well as disabled models to help
others with their self-image.
 Facebook will help feature the “event in your area” links. So
OUR you can see who is in your area that will be attending the event
in your city or cities around the world. The posts on the main

FACEBOOK
page, however, will be small recaps of each event. The main
Vlogs, videos, and social blasts will be linked on Facebook.
However, it will not be utilized as much as the other platforms
except to grab the upper half of the target market who use the
FB community more.

Join and share

the event!
OUR OUR
YOUTUBE TIK TOK
This Platform will be utilized to air the #ILearnInMyCalvins vlogs as the tour TikTok, the up-and-coming social media platform is crucial into
bus travels throughout different cities and urban hubs around the world. keeping the younger targets engaged in what CK is doing. Compiling
videos and short one-word statements on what body positivity is to
them during the educational stops. The audience targeted here is
Gen-Z who are active users of this platform. The tone of voice used
will also be casual to reach this target effectively.

There will be live and recorded content; such

as short interviews of people visiting the
event and talking about what ‘Body
positivity’ means to them or their education The campaign will feature this tool to
from the body positivity platforms. come up with a group challenge.
OUR
PUBLISHING PLAN
JULY 1ST OF AUGUST 31ST OF
Start of the social media promotion of the The website will provide a "bus OCTOBER
Start of the USA tour.
#ILearnInMyCalvins TOUR. tracker" promoted on the social media
Last tour date
Each platform will present different type of content that will channels
lead to the website. The first tour day will unlock a set of
On www.clavinklein.com a section dedicated to the tour will
13TH OF SEPTEMBER tailor made content for each platform.
show the dates and the stops.
-Instagram: daily updates
A brand-new Instagram page will be created and promoted Start of the European tour.
(posts+stories+ attendees reposts)
on the already existing channels.
YouTube: 2 vlogs/week for each city;
Furthermore, the IG page will be directly linked to the site,
-TikTok: 2 videos/week performing
allowing the automatic publication of the content on both
platforms. 26TH OF SEPTEMBER the group challenge.

Facebook and Twitter will be used as platform for the tour Start of the Asian tour. -Twitter: photo gallery + twits about

event promotion & updates. the event

TikTok: video invitation from models. -Facebook: “event in your area"
 OUR Sessions by Device Return on Marketing Customer Share by
Type Investment (ROI) Category

KPI Web Traffic Sources Purchase Funnel Lead Conversion Rate

Brand awareness Returning Visitor Metric

Click Through Rate
metric
(CTR)

First Visit Metric Keyword Performance:

Through the KPIs tracked in the campaign involving the bus tour. CK
will be able to instill among consumers, their addition to the brand
identity, get brand awareness, and educate about positivity no
matter your background, sexual orientation or body shape. CK will
also be able to address other social issues and ensure avid
involvement leading to better e-commerce and social media activity,
instead of the brand looking like a follower when a social issue
becomes mainstream.
REBECCA ROSS - ATHIRA PILLAI - DIANA BUTUC - SAGARIKA AMETA