Home / Knowledge / News / Apparel/Garments / Calvin Klein unveils global omni-channel campaign
Calvin Klein unveils global omni-channel campaign
19
Feb '14
Calvin Klein, Inc., a wholly owned subsidiary of PVH Corp., has officially launched the global omni-channel campaign – “show yours #mycalvins”– a multi-tiered initiative that maximizes the conversation around Calvin Klein Underwear by leveraging existing consumer behavior to show the iconic Calvin Klein waistband.
 
Conceived to inspire consumers to join the conversation,“show yours. #mycalvins” is an image-driven initiative which simultaneously taps into the power of the pop culture “selfie” phenomenon and the reach of key digital influencers Timed to the in-store arrival of the brand’s latest men’s offering, 
 
Calvin Klein Dual Tone, the campaign has initially engaged over 100 male and female global opinion leaders to curate the conversation via personal and provocative social media posts. This strategic 360-degree approach will allow “show yours #mycalvins” to evolve into various product categories and live in perpetuity.
 
Among others yet to be named, future posts will be made by a diverse group including musicians Fergie and Iggy Azalea; models Vanessa Axente, Clark Bockelman, Garrett Neff, Liu Wen, and Matt Terry; bloggers Rumi Neely (Fashiontoast), Aimee Song (Song of Style), Bryan Grey-Yambao (BryanBoy), Adam Gallagher (I Am Galla), Betty Autier (Le Blog de Betty), Gala Gonzalez (Inside Am-lul’s Closet), and Jennifer Grace (The Native Fox); as well as digital influencers, such as Poppy Delevingne, and Hanneli Mustaparta.
 
“This is initiative was ultimately inspired by what we were already seeing from consumers on social media, so we wanted the actual campaign to not only celebrate that, but to actually be driven by it,” said Malcolm Carfare, Calvin Klein, Inc.’s EVP & Chief Communications Officer. 
 
“We decided to place the launch of the #mycalvins initiative in the hands of these influencers. Through a public relations strategy that began by engaging social media opinion leaders and VIPs and seeding product to them, we invited them to show us what the culture of Calvin Klein Underwear means to them and share that with their followers.”
 
Calvin Klein’s social media platforms were updated today with visual imagery to support the launch of the campaign. Additionally, the digital hub of the campaign-mycalvins.calvinklein.com – is now live, and will aggregate and showcase influencer and user-generated content tagged with #mycalvins. Created in partnership with Olapic, the hub has e-commerce functionality, allowing users to shop the same or similar styles featured in the fan photos.
 
 


Must ReadView All

Courtesy: European Commission/European Union

Textiles | On 26th May 2018

EU set to negotiate FTAs with Australia & New Zealand

The European Union is all set to begin negotiations for free trade...

US bans import of cotton goods from Turkmenistan

Textiles | On 26th May 2018

US bans import of cotton goods from Turkmenistan

The US Customs and Border Protection (CBP) has issued a Withhold...

FPCCI prepares report on Pakistan's export issues

Textiles | On 26th May 2018

FPCCI prepares report on Pakistan's export issues

Federation of Pakistan Chambers of Commerce and Industry (FPCCI)’s...

Interviews View All

Yashiki Gumber
Sahiba Fabrics

Fabric does not restrict us from fashion trends

Vidhyaa Shankar. S
A Ganapathi Chettiar

'The usage of knits is getting into the boundaries of woven fabrics'

Yash Agarwal
Hitansh Online

Every market region has its own culture and trends

Liz Manning

<div><b>Liz Manning</b>, Business Development Manager at Catexel, has...

Erik Sy

Manila-based CustomThread is a start-up offering premium custom apparel...

Tom Adeyoola

Describing itself as the best body shape and garment fit company in the...

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Giorgio Mantovani
Corman S.p.A

Giorgio Mantovani, MD of Corman, with a presence in both Milano and New...

Vaanee Bhatia
Gritstones Clothing

<div>Delhi-based Gritstones Clothing offers quality and exemplary style...

Yash P. Kotak
Bombay Hemp Company

One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...

Sonam & Paras Modi
SVA

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


May 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Advanced Search