Strictly Dig­i­tal

WWD Digital Daily - - Memo Pad -

So long print. Mag­a­zine pub­lish­ers have been in­formed that Calvin Klein will take a new “con­sumer-cen­tric” mar­ket­ing strat­egy that will see the brand shift to a “dig­i­tal-first, so­cially am­pli­fied model, with video the pre­ferred for­mat.

“We will be ex­it­ing pure print ad­ver­tis­ing ef­fec­tive Fe­bru­ary 2019,” said a Calvin Klein note seen by WWD. The cor­re­spon­dence fur­ther stated that all fu­ture part­ner­ships will be led by dig­i­tal con­tent and “we will only con­sider print pages as a com­ple­ment to these pro­grams.”

A Calvin Klein spokesman didn't re­spond to an email seek­ing com­ment.

Last week, Emanuel Chirico, chair­man and chief ex­ec­u­tive of­fi­cer of PVH Corp., de­scribed dis­ap­point­ing re­sults for Calvin Klein Jeans and Calvin Klein 205W39NYC col­lec­tion on a thirdquar­ter earn­ings call, and said that go­ing for­ward, the com­pany would seek to make both these lines more com­mer­cial, and shift to a dig­i­tal me­dia buy.

WWD also re­ported that chief creative of­fi­cer Raf Si­mons' role could be in jeop­ardy as the de­signer is in the midst of dif­fi­cult con­tract ne­go­ti­a­tions.

Elab­o­rat­ing on re­sults, Chirico ex­plained that the mar­ket­ing cam­paigns had been “too skewed” to­ward the com­pany's higher-end 205W39NYC line and the high-fash­ion con­sumer, and in­vest­ments would be re­de­ployed.

“Fur­ther, we will focus on driving a dig­i­tal-first ap­proach to the brand. Im­por­tantly, mar­ket­ing is one of the faster levers that we can ad­dress. For hol­i­day

2018, we are shift­ing more of our me­dia spend from halo mar­ket­ing to more com­mer­cial, dig­i­tal and so­cial me­dia ad­ver­tis­ing,” Chirico said.

In ad­di­tion, the com­pany plans to up­date the fre­quency of its Calvin Klein posts on so­cial plat­forms like In­sta­gram, and they will be in­creas­ingly us­ing mi­cro in­flu­encers and host­ing lo­cal ac­ti­va­tion to drive en­gage­ment, par­tic­u­larly with Mil­len­ni­als and Gen Z.

As re­ported, WWD learned that Glen Luch­ford would be shoot­ing the spring ad cam­paigns, re­plac­ing Raf Si­mons' long­time col­lab­o­ra­tor Willy Van­der­perre. Klein's ad cam­paigns have been shot by Van­der­perre since Si­mons' ar­rival. The fall 2018 cam­paign, for ex­am­ple, was shot on a rugged and re­mote land­scape in Utah. The spring 2018 cam­paign fea­tured more than 20 mod­els shot in and around a weath­ered barn. The mod­els car­ried totemic ob­jects cre­ated by Si­mons' col­lab­o­ra­tor, artist Ster­ling Ruby.

Kim Ver­non, pres­i­dent of Ver­non Co., a brand con­sul­tancy, and a for­mer ex­ec­u­tive vice pres­i­dent, chief mar­ket­ing of­fi­cer of Calvin Klein Inc., shared her opin­ion on Calvin Klein ex­it­ing print.

“The way for­ward is not to be print heavy and print de­pen­dent. I think at this stage, there is still some rel­e­vance in some print. There are ti­tles in the mar­ket that war­rant keep­ing a pres­ence there, al­beit the ra­tio of print to dig­i­tal should be dra­mat­i­cally chang­ing. You need some el­e­ment of higher-end print for cer­tain gen­er­a­tions that you might not have for Mil­len­ni­als and Gen Z. In the de­signer world, there's still a good amount of high net worth pop­u­la­tion that shops de­signer. Why leave them be­hind?” Ver­non said.


Bella Ha­did in Love Mag­a­zine’s first video is­sue for YouTube.

A Calvin Klein spring 2018 ad.

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