I first noticed that this brand got its mojo back when I saw their fabulous Mark Gonzales billboard in January. And now I see that the shares of PVH (parent company) have climbed 26.5% since late January with fourth-quarter revenue up 21%. Although PVH owns multiple brands, the CK business (esp.underwear) was the highlight, thanks to tremendous marketing and their use of celebrities who know their way around social media, Justin Bieber and Kendall Jenner.
Going forward they’re going to be broadcasting their campaign shoots on Periscope and then posting content from those shoots on Snapchat and Instagram to give fans additional ways to react. Melisa Goldie, CMO, said: “Calvin Klein is a brand that thrives on storytelling. As the fashion industry evolves its approach to consumer engagement, we believe that real-time access into an iconic Calvin Klein advertising campaign would be a compelling and innovative way to tell our story.” I AGREE!!!