Abstract

The case deals with the controversial advertisement campaigns launched by the US-based fashion house Calvin Klein from the late-1970s to 2003. It gives information about Calvin Klein, the designer’s, evolution over the decades into a successful businessman. The company’s entry and success in the jeans, underwear and fragrance businesses is examined. The case then discusses the various Calvin Klein advertisements that angered business partners, religious leaders, family welfare groups, customers and a host of other factions for their excessively sexual content. It critically analyzes two of the most controversial issues (the 1995 ‘kiddie porn’ campaign and the 1999 advertisements for children’s underwear), wherein the company was accused of sexually exploiting children. Finally, the case covers the events at Calvin Klein in the early 21st century, and points out the company’s continuing focus on generating sales through erotic advertisements.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Using excessive sexual content in mass media advertisements.

Keywords

Controversial, advertisement campaigns, launched, US, fashion house, Calvin Klein, 1970, 2003, designer's, evolution, successful businessman, entry, success, jeans, underwear, fragrance, advertisements, angered business, partners, religious leaders, family welfare groups, customers, sexual content, 1995 , kiddie porn, , 1999, sexually, exploiting children, generating sales, erotic advertisements