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The Power Brand of Calvin Klein
By: Cindy Wendland
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Interested in some jeans, some underwear, a new suit? You may shop at various stores for your purchase, or if you have the disposable income, you may go straight to your favorite designer and purchase the brand. Outlet malls are great for being able to shop an entire store of one brand. Otherwise you can go to your favorite department store and find it featured there.

Calvin Klein is a power brand and popular with many age segments. The Calvin Klein brand was born in 1968 and in 2012 had sales of $7.2 billion from over 120 countries. Known for their intimate and provocative advertising, they continue with their latest underwear campaign highlighting sensual and sophisticated imagery through their photography. Time and time again, they project a consistent look, tone, and quality.

In 1980 Brooke Shields was featured in many Calvin Klein spots, including one that was “too sexy for TV” and was pulled. But, the ads sold product — at that time designer jeans. The 2013 Calvin Klein Super Bowl underwear commercial stayed consistent to their brand, projecting the Calvin Klein sensual image through Matt Terry.

Calvin Klein is active across all digital media platforms, supporting their brand and connecting to consumers. Their current Facebook posts celebrate the anniversary of one of their creative directors, showing his inspiration and favorite looks. This topical approach is a great way to draw people in to create a deeper connection with the brand.

So whether you are buying a new suit to feel smart and sophisticated or buying underwear or bras with their new classification selection system, Calvin Klein wants you to feel intimate and provocative...and maybe too sexy for TV.

   

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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