Calvin Klein’s marketing department are doing an outstanding job at recreating the company’s image. They are utilising the power tool of social media to connect with the younger generation. First, they got Justin Bieber, a well-known name in the music world, to model their underwear in early January of 2015 which garnered the brand millions of new followers. In addition, they used Kendall Jenner as the face of its new Calvin Klein Jeans Denim Series. Both of these celebrities have something in common-a massive number of social media followers. In total, Bieber and Jenner have 78.2 million Instagram followers combined. Which is easy media exposure for Calvin Klein.
In my opinion, Calvin Klein’s marketing techniques are what other fashion companies should strive for. Marketing has such a massive impact on the overall image of a company and in today’s world, social media plays a major role in grasping the attention of the public. The power that social media has can either have a negative or positive affect on the image of a company. So I would recommend, to fashion companies specially, to take notes on the way Calvin Klein is running their ads. By using famous people in the media to promote a product will automatically create a desire and demand for it.
