Calvin Klein's Scandalous Advertising - Morality vs Money
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Case Details:
Case Code : MKTG084
Case Length : 13 Pages
Period : 1974-2003
Pub Date : 2004
Teaching Note :Not Available
Organization : Calvin Klein
Industry : Fashion
Countries : USA
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Excerpts
The Jeans Business and More
Calvin Klein jeans were launched first in 1976. However, contrary to popular belief, they were not a runaway success; the in-house manufactured and designed jeans range was in fact a dismal failure. Soon after, the company licensed a fashion company Puritan Fashions (Puritan) to sell jeans under the Calvin Klein label...
Controversial Advertisements - The Growth Mantra
While Klein's designs were quite subtle, his rebel streak found an outlet in the way he promoted them.
He realized he could make quick money faster by sensationalizing things, at a fashion show in 1974.
While presenting Klein's collection, the models shocked the audience by exposing
a lot of skin. Klein was apparently very pleased with the response this tactic
generated...
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Klein - The Sensationlism Trendsetter
Traditionally, the fashion industry (and the business
world in general) had often used the female form in provocative ways.
Calvin Klein redefined the rules of the game by using the male form
unlike ever before. For the men's underwear range, it released
advertisements featuring former Olympic pole vaulter Tom Hintinaus
wearing nothing but the product...
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Calvin Klein Gets Bolder and Bolder
The arrival of Kate Moss, rap music celebrity Marky Mark (known for dropping his trousers on-stage) and model Antonio Sabato Jr. in the Calvin Klein fold ushered in a new era for the company's erotic advertisements.
Advertisements featuring Kate Moss and Mark (both near-naked) for Calvin Klein underwear and jeans were instant hits with youngsters across the US. The commercials for Obsession featuring the nude Kate Moss were also lapped up by the customers. |
The company even showed frontal nudity in some of these advertisements. However, these did not incite any major controversies - it seemed as if the fashion world was by now 'used to' Calvin Klein's shock tactics. A spate of positive developments followed. In the early 1990s, Klein launched a range of affordable and 'hip' clothes for youngsters...
Excerpts Contd...>>
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