Calvin Klein "serious" magnet and the journey to conquer gen z thanks to bright media faces

In the current era of social media and digital dominance, smart promotion strategies, seizing the right opportunities, and understanding the desires of the target customers help high-end fashion brands “eat” cut off” competitors. The success of Calvin Klein in the past few years is the clearest proof of this.

Calvin Klein “serious” magnet and the journey to conquer gen z thanks to bright media faces

In the context of an escalating global recession and alarming inflation rates, luxury fashion brands face many challenges. More than ever, fashion houses are working to fill gaps in brand communication strategies to achieve the best results. And the most effective way to reach target customers up to now is to take advantage of the media coverage of international stars.

According to statistics from Launchmetrics, based on MIV (Media Impact Value) data recorded in October 2022, Calvin Klein is the third high-fashion brand, just behind Levi’s. 1st) and Michael Kors (2nd) in the ranking of the 10 most prominent High Fashion Brands.

As of October 2022, the famous American denim and lingerie brand has earned a total of $25.1 million in MIV value across 7.8 thousand ad positions. Media Voice accumulated $13.6 million in MIV value, more than half of the brand’s total MIV value. Similar to Michael Kors, Calvin Klein surpassed other high-fashion brands to occupy the 3rd position by leveraging the powerful voices of stars and influencers in their marketing strategies.

The collaboration with “screen male god” Park Seo Jun once made a big splash in the Asian fashion world, bringing the US fashion house 1.1 million USD worth of MIV through 2 platforms, Instagram and Facebook.

In addition, the brand’s Owned Media Voice successfully exploited the influence of international stars to bring in more than 2.58 million USD worth of MIV across 199 ad positions. This is most clearly demonstrated through the promotional campaign featuring the Spanish actor Omar Ayuso. The collaboration between different media voices, combined with the comprehensive marketing strategy that the brand has been using, contributes to promoting brand recognition as well as stimulating shopping.

Brand Ambassador – the title has been around for a long time, but it was not until the last few years that it was really interesting in the whole world. Today, more and more luxury fashion brands use multiple platforms to promote their products. From social networks to the metaverse, all give the fashion industry many opportunities to reach customers.

However, even if the fashion houses have a reputation built for decades, or under the direction of master creators, it is difficult for fashionistas to imagine what style they are aiming for. Or simply put, the image of a woman or man in the brand’s vision will be like. Therefore, the fashion language humanized by more specific and clearer images from brand/global ambassadors becomes an important part of the journey to conquer Gen Z.

Asia-Pacific is the largest market for luxury goods in the world. In, Millennials and Generation Z are the dominant customer groups in the luxury market in 2022. According to the survey data in the fourth quarter of 2022 by GlobalData, 10% of customers from Asia – Pacific belong to Generation Z and 52% to Millennials.

It can be seen that the strategy of appointing famous Asian stars to important representative positions does not spare a single fashion house. Even the most secretive famous brand like Bottega Veneta has its first and only brand ambassador face, the male rapper of the Korean group BTS – RM (Kim Nam Joon). Of course, Calvin Klein cannot turn a blind eye to the great benefits that ambassadors bring.

Before there were global ambassadors, Calvin Klein’s promotional campaigns were always one of the hot topics discussed in the newspapers. To create a widespread effect, American brands favor famous stars to become the face of campaigns. Most notably, the collab between Calvin Klein and Justin Bieber and his wife Hailey Bieber in 2019 the campaign created a “terrible” media fever among fans.

Of course, every move in the campaign was calculated by them methodically. Firstly, since the wedding in 2018, Justin and Hailey have automatically become one of the most beautiful “son-married” couples in the entertainment world, being welcomed by a large audience at every event they attend. attend. Monday, The Biebers have a huge fan base (a total of nearly 300 million followers on Instagram).

Third, their youthful, liberal, and sexy style is similar to the main spirit that Calvin Klein wants to convey through the campaign. With both reason and love, choosing a couple is the right “move” for the brand.

Not only Justin & Hailey Bieber, Calvin Klein also recruited many other popular young stars to represent the company’s promotional campaigns. Which, the most prominent ones are Shawn Mendes, Kendall Jenner, Jacob Elordi, Maluma… That’s not all, the leverage helps Calvin Klein to take the 3rd position in the list of outstanding brands of 2022 (according to the list of outstanding brands of 2022).

Launchmetrics) thanks to Asian stars, including global ambassador Jennie Kim (BLACKPINK), and Korean regional brand ambassador for Calvin Klein Underwear – Son Heung Min. Recently, the brand continues to successfully recruited male singer Jung Kook (BTS) as a new global ambassador. These are the most prominent names in Asia with a fan base spread around the world.

It cannot be denied that although Asia is the largest consumer market in the world, Asians are mainly “passive consumers”. That is, Asians have traditionally mainly approached luxury fashion through the trends, and styles available from the catwalks and fashion influencers. Therefore, the promotional image represented by Western stars is not enough to convince Asian customers.

Because of the fact that from the physique, and skin tone to the style of dress of Asians there are too many differences compared to the West. The problem for Calvin Klein is how to both retain European customers and attract potential Asian markets with their “specialties”. The appearance of Asian ambassadors is the clearest proof that Calvin Klein’s clothes are not picky, on the contrary, they are for everyone.