Calvin Klein Creates Life-Style Brand From The ck One Line

Posted: February 24, 2011 in Brand management

When we see the name Calvin Klein on a billboard with an attractive woman or man, and the shorthened title “ck”, most likely we clearly understand that this is an advertising of fragrances by Calvin Klein.  For many years, we have been exposed to this kind of subliminal advertising. Maybe we dreamed of being attractive like the woman or man on the billboard, if we use these fragrances although this seems incompatible with the reality. However, Calvin Klein laudably has managed to create a perception of “quality brand” with its ck one line of fragrances, debuted in 1994.

Nowadays Calvin Klein is preparing to extend this perception by transforming its ck one line of fragrances into a global lifestyle label, which will include not only fragrances but also denim and underwear. The brand is kicking off a massive ad campaign on a range of platforms including online, mobile, print, outdoor and social media channels in order to promote the launch on March 1.

We worked with Steven Meisel, who shot the original campaign for the launch of the ck one fragrance in 1994,” told Kevin Carrigan, Global Creative Director of Calvin Klein Jeans and ck Calvin Klein, in his interview to Vogue.com. “Mark and Kate [Kate Moss and Marky Mark] were just young kids then and we wanted the same feel. We wanted to show how diverse the collection is when worn by different people, so we took one jean, one shirt, a great grey T-shirt; classic American basics, and gave them to these cool kids.”

Although fashion model Lara Stone is the key person of the campaign, in prints and videos there are also other people including musicians, actors, sports stars and models such as British boxing star Robert Evans, Swedish artist Viggo Janason and British model and dancer Jackson Blyton Megran. Consumers will be able to learn more about 30 cast members, showcased in the upcoming advertising wave, by clicking on the ckone.com online destination. The models will also ask consumers some questions but it is not clear yet how exactly it will be done.

We put them all in a room, just a big mirrored box surrounded by cameras, and let them try the collection,” Carrigan continued. “The ck one collection is not about wearing clothes the way you’ve been told, it’s about making them your own. We put the pieces in there in all sizes, from XXXL to XS; it’s not about the perfect size—it’s a play on proportion and androgyny. Girls were wearing jeans that were baggy and far too big, or wearing oversized shirts as dresses, they made the collection their own. It’s the personalisation of fashion—and the campaign is really just a reportage of them trying the clothes.


Thanks to the highly interactive hub, the visitors will be able to explore the reinvigorated label, purchase products and discuss them online (both on the website and in a range of social media networks), as well as uploading their own videos. Moreover,  the brand does not forget the smartphone users. It has developed iPhone, Android and Symbian mobile applications. Through these applications, users can easily explore more features including the augmented reality elements of the campaign.

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Comments
  1. I wanted to thank you for this great read!! I certainly loved every bit
    of it. I have you book-marked to check out new things you post…

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