Calvin Klein Marketing Strategy
1 Introduction (572) Calvin Klein Inc. (CK) is an American multinational fashion design studio founded in 1968 by fashion designer Calvin Klein. As one of the world’s leading fashion companies, CK offers varying product lines, like women and men 's wear, fragrances, eyewear, footwear, swimwear, accessories, and home furnishings. Brands under the CK brand include: Calvin Klein Collection, Calvin Klein Platinum Label, Calvin Klein Jeans, Calvin Klein Underwear & Calvin Klein Performance. The target market of CK varies between brands, however, it is obvious that during recent years, CK had started to identify “youth minded consumers” as a key target market essential for their company to cater to; “we believe (they) will create an opportunity …show more content…
“Generation Y, as known as Millennials” represents the market segment of youth “born in or after 1982” , giving a current age of 15-34. “They are more numerous, more affluent, better educated, and more ethnically diverse.” As time passes various markets have recognised the power of the Generation Y. Out of the 320 million population of the US , the Generation Y takes up 23.5% of the population, having 75.4 million as at 2015, becoming the largest generation group in the US. Spending habits of the Generation Y seemed to be very different to the others. According to the Piper Jaffray’s semiannual report on teen spendings, the generation Y are certainly a lot more fashion conscious than other generations, given their spendings on food and clothing balances at 21% each. If you add that with spendings on accessories and shoes, that will make 39% of a teen’s spendings. Most of their income comes from their parents, and sometimes they prefer shopping online. The Generation Y also has very different behaviours and interests. “Most young people love being associated with celebrities hence will often buy the brands associated with certain celebrities.” It seems that celebrity endorsement works especially well with the generation Y, which is also a strategy implemented by CK …show more content…
Brooke Shields was only a start in terms of the many celebrity endorsements CK has used to grab attention from the Generation Y, like Justin Bieber, Kylie Jenner, Mark Walberg, Kate Moss and many other rising stars. Accompanied with their branded sexual and provocative elements, these stars who are already infamous amongst the generation Y often helps boost sales effectively. This “long term” relationship between CK and the Generation Y would be further investigated into in the following. 3 Promotional Mix of Clavin Klein
A Rhetorical Analysis Of The New Greatest Generation By Joel Stein
673 Words | 3 PagesIn the 2013 Time article "The New Greatest Generation," Joel Stein claims that "millennials' perceived entitlement isn't a result of overprotection but an adaptation to a world of abundance"(31). Stein's organizational style appeals to readers because he arranges the article in a way that lures the reader's attention in the beginning, so he can later propose a new outlook. Stein begins describing characteristics of millennials unfavorably in order to overcome those negative characteristics and offer a new, positive perspective. The author initially establishes a negative attitude towards millennials to appeal to the feelings of the older, adult generations. Stein’s structure successfully acknowledges the negative views, for the purpose of
The Perfect Name For The Next Generation Of Americans By Mary Meehan
671 Words | 3 PagesThe chart provides statistical information important to those who are trying to figure out their audience. When marketing a product, it is important to understand which audience would be most beneficial to appeal to. The chart helps build credibility for the article as it supports what Meehan is explaining. The chart also reinforces the idea that because Meehan’s argument is supported by facts, it is correct; therefore, it should be believed. Meehan iterates, “Gen Xers are recognized for their independence, authenticity, thrift, and balanced outlook on life” (Meehan 5).
Jeffrey Bosworth Hunting For Hope In Modern America Rhetorical Analysis
513 Words | 3 PagesAccording to Professor Jeffrey Bosworth, in his editorial “Hunting for Hope in Modern America,” he discusses the “screwed” millennial generation and the potential they have to be successful, despite current existing United States problems. Bosworth explains this from three different perspectives: the current issues in America, the positive attributes of the millennial generation, and what the millennial generation should do to succeed. In Bosworth’s opening proposition he elucidates the “[millennial] generation is screwed”. He expounds the millennial generation is predicted to “do worse than the previous generation”.
The Beat Up Generation Analysis
659 Words | 3 PagesIn the essay, “The Beat Up Generation”, by Abby Ellin (2014), within several discussions she explores and discusses the division and differences among generations that differ by age group starting with the baby boomers to the GenXers leading up to the generation today, the millennials. She uses factual evidence, examples, studies, and stereotypes to show how millennials are highly criticized by the older generations although they are better to adapt and needed in the changing world. The purpose of the essay is to point out these differences and criticism amongst the generations, how predecessor generations misunderstand the millennial generation. The intended audience refers to any individual that falls into the each generation.
The Next Black Film Analysis
1417 Words | 6 PagesIt is a film that explores the future of clothing, consisting of a set of stories about future innovations within the industry. This documentary tackles the question of fashion's future from various angles meeting with businesses and designers who present multiple yet often similar viewpoints on the future of sustainability, technology and mass production. The film answers some of the industry’s major concerns regarding topics like fast fashion, wearable technology, future washing needs and ways of making the clothing industry more sustainable. Pioneers from some of the most innovative companies such as Patagonia (Rick Ridgeway, and Vice President of Environmental Initiatives), Adidas (Matt Hymers, project manager of Team Elite), BioCouture (Suzanne Lee, founder), Studio XO (Nancy Tilbury, co-founder and director), and Yeh Group (Sophie Mather, Innovation Director) voice their opinions on this
The Culture Of Teenagers In The 1950's
419 Words | 2 PagesA new generation brings in a new, different culture. And somehow, it goes from different to rebellious. The adult American society will often look at the youth subculture’s homology: their choice of clothes, music, dance, and their overall lifestyle, and they will just begin to form these “personality conflicts” (O’Connor 412). If adults, more specifically parents, begin to have better understanding of why their subculture is often so different, then they will be able to relate to and raise “better” teenagers. This does not mean that every elder and adult has to embrace youth culture, but there should be an attempt to have a better understanding of it.
Summary Of A Cycle Of Outrage By James Gilbert
909 Words | 4 PagesIn James Gilbert’s book, A Cycle of Outrage - America’s Reaction to the Juvenile Delinquent in the 1950’s, he cites examples of why Americans were “puzzled and distressed by the activities of postwar teenagers.” In an excerpt from his book, he describes that the increased worry about the changing culture of American teenagers is partly due to the rise in technology during the 1950’s (12). Unlike in the past, teenagers were able to rapidly shift their speech, fashion, taste in music, and overall attitude in a uniform manner due to access to mass media. As technology was on the rise, so was the number of students attending high schools. () This, in turn, allowed for even more solidarity amongst the teenage population.
Film Analysis: The Merchants Of Cool
561 Words | 3 PagesThe documentary, Merchants of cool, describes an evolving relationship between the vast teenage population and corporate America. The film provides an in-depth look at the marketing strategies and communication between these groups. Adolescents are shown as learners and adapters of the fast-paced world; they’re constantly exposed to fashions and trends. These young adults have a lot of disposable income and are willing to spend it, in order to gain social popularity. In other words, they are chasing ‘cool’.
Analysis Of Morgan Spurlock's TED Talk
971 Words | 4 PagesPeople such as celebrities, have a higher influence on people and their decision making on products, which is why many companies hire well-known celebrities to promote their products in the media. In an article written by Marketing Charts called, “How Influential are Celebrities?” they discuss the power of product placement and celebrity endorsements. The statistics for how much a celebrity influences its fans varies throughout the article, depending on what exactly they endorse. The article had some very interesting key points about celebrities also having a negative impact on product endorsement, mentioning that traditional brand promotion without celebrities had more of a positive influence.
Louis Vuitton Target Market Analysis
999 Words | 4 PagesThe target market of louis Vuitton in divided into two key segments, the wealthy middle aged women from 35 to 54 years old is the first segment while the fashionable young female adults from the age 18 to 34 years old who have income saved to buy one wishes. Average customer of Louis Vuitton are high level & social class people who are into fashion and very conscious as well. High social status is achieved by owning such products from Louis Vuitton. Demographic Segmentation Louis Vuitton has used Demographic segmentation to segment the market.
Essay On Fast Fashion
875 Words | 4 PagesEmergence of fast fashion has brought a drastic change in the fashion industry on a global level. Over the past decade it has brought a significant development in the retail sector as well as consumer behavior. This essay highlights the challenges and the opportunities as well as short term and long-term impacts of fast fashion on the industry. Fashion is a style of clothing or dressing at a particular time or place. Fashion is dynamic that is it keeps changing or evolving with time.
Analysis Of The Me Me Me Generation By Joel Stein
605 Words | 3 PagesSome people argue that Millennials are entitled, self-centred, and uninterested in anything other than their own Facebook and Twitter page. This generation has been known to have high self-esteem, assertiveness, self-importance, narcissism, and high expectations. Having a higher self-esteem comes with many positive outcomes and benefits. People high in self-esteem claim to be more likable, attractive and make better impressions on others in a working environment than other people with low self-esteem. Millennials with greater self-importance are the ones who help others and care about large social
Fashion Management Personal Statement
997 Words | 4 PagesFashion is my method of self-expression. The clothes we choose to wear gives us control over how others perceive us and affects how we feel about ourselves. From wearing black at the Golden Globes in support of the Time’s Up movement to the traditional Chinese Qi Pao, clothes can show solidarity without words or act as a way for us to connect to our cultural heritage. This is why fashion is important to me, because it allows me to tell a story about who I am and who I aspire to be. I have chosen to further my Management studies at the London College of Fashion because the MA Fashion Design Management covers themes essential for managing a successful fashion brand, which has always been a dream of mine.
Interpersonal Communication Case Study
713 Words | 3 Pages1. Create a 2 -3 page reflective development paper answering the following questions: A. In what way(s) is communicating with someone from another generation different from communicating with a member from your own generation? In workplace everybody comes together in efforts toward some organizational goals, they bring their individual cultural, moral beliefs and ethical principle. Workplace is becoming more and more diverse generationally, it is important to understand how generational gap impact communication.
Causes Of Generation Gap Essay
917 Words | 4 PagesThe generation gap is the process of desolation of understanding between people of different age category. It influences such various areas as preferences and ideology that cannot leave the world indifferent. There is common belief that people avoid each other only in order not to have a conversation where the big argument could appear. Thus, this essay will help thousands of people to identify the cause; of generation gap 's appearance and its effect on society, which, by observing all the factors, can combat the misunderstanding amongst the generations. One should note here that the history turns back to the 1960, where first "baby boomers" appeared.
More about Calvin Klein Marketing Strategy
A Rhetorical Analysis Of The New Greatest Generation By Joel Stein
673 Words | 3 PagesThe Perfect Name For The Next Generation Of Americans By Mary Meehan
671 Words | 3 PagesJeffrey Bosworth Hunting For Hope In Modern America Rhetorical Analysis
513 Words | 3 PagesThe Beat Up Generation Analysis
659 Words | 3 PagesThe Next Black Film Analysis
1417 Words | 6 PagesThe Culture Of Teenagers In The 1950's
419 Words | 2 PagesSummary Of A Cycle Of Outrage By James Gilbert
909 Words | 4 PagesFilm Analysis: The Merchants Of Cool
561 Words | 3 PagesAnalysis Of Morgan Spurlock's TED Talk
971 Words | 4 PagesLouis Vuitton Target Market Analysis
999 Words | 4 PagesEssay On Fast Fashion
875 Words | 4 PagesAnalysis Of The Me Me Me Generation By Joel Stein
605 Words | 3 PagesFashion Management Personal Statement
997 Words | 4 PagesInterpersonal Communication Case Study
713 Words | 3 PagesCauses Of Generation Gap Essay
917 Words | 4 Pages