I have decided to do the research on Calvin Klein before reading the report, as it is one of my favorite Luxury Brands, and 'cause I was working with Calvin Klein Fragrances for 4 years. Therefore, I was happy to find my favorite brand on the 15th position of the Digital IQ Rating.
Calvin Klein Inc. is a fashion brand founded in 1968 by American fashion designer Calvin Klein. The company is headquartered in Midtown Manhattan, New York City and currently owned by Phillips-Van Heusen.
Calvin Klein Fashion scored 132 points and is places in ‘Gifted’ section. All the information found on the Internet supported the information on the Digital IQ report. In fact, the CK Brand Online Marketing strategy is considered one of the most successful and complete.
Official web-site:
The Pages propose to register, to give the email address to later receive the Newsletters, Info, etc.
The site is offering 20% off the next in-store purchase when you register for Calvin Klein Preferred Program. The Calvin Klein's Preferred Program is designed to reward the best customers for their frequent purchases. As a Calvin Klein preferred customer, you accumulate points with each purchase. For each $250 in purchases (taxes not included) you will receive a $25 Calvin Klein reward via email. This may be used towards your next purchase at calvinklein.com or certain Calvin Klein stores.
The Underwear site, proposes online purchase and free delivery for 75 dollar spent.
CK Fragrances site employs some interesting marketing tools as Mailing list and Write a Review on your favorite perfume. You can buy perfumes online.
There are other 4 web sites for selling men’s underwear.
Facebook link :
This page has around 2 million ‘likes’, which means around 2 millions Subscribes that read the CK updated on Facebook. Lately CK posts promotional videos in order to expand the online advertising campaigns. There are 2 others pages for Underwear and Fragrances with lesser number of ‘likes’, around 300 000 each.
Calvin Klein is one of the most frequent email marketers averaging 5.5 emails per week. It is among 5 Luxury Brands that have experimented with advertising on applications hosted on the iPad platform. For example, the brand launched click-to-shop ads within Interview magazine’s September issue on its iPad application. The issue features more than three hours of Calvin Klein specific content and redirects users to the brand’s e-commerce site. Editorial content includes features on the brand’s models and a vintage interview between Calvin Klein and Andy Warhol.
In addition to its iPad initiatives, CK has also employed mobile QR codes (Quick Response codes) on billboards in New York and Los Angeles. Users that unlocked the 40-second commercial featuring model Lara Stone could share the campaign via Facebook and Twitter.
The article:
The article announces the appearance of brand new CK Digital Baby: The CKONE BOX. The internet users can now film themselves on home camera, register a message and send to CK. The best videos are placed on the CK websites. Please see here : http://www.ckone.com/
I think that Calvin Klein is exactly the type of brand which should use exploit all elements of digital IQ due to their place on the luxury scale. I would say they are selling to 'mass luxury' and the techniques are fully adapted to that. Other brands such as Hermes are not in the same position thoughb because they can't use the same techniques without having the risk of image deterioration.
ReplyDeleteI was really surprised by the baby digital marketing though:)It's a bit avant-garde will be definitely profitable in the future as more and more young parents will be connected to digital tools.
I agree with you, but I also think that it is up to every brand to choose on how they want to be perceived by customers and 'sell' themselves. CK is doing a lot to make it accessible to ‘young’ market therefore is expanding its market share. The brands like Hermes could have launched a line that is more accessible as well, but for the moment they decide not to. But as I can see more and more luxury brands go public and young, even LV is becoming more accessible to mass market though their 'young' advertising strategy. As for me, I loved this idea of the BOX, I think this is great way for a company to get close to the customer, and to stress out customers’ importance for the brand.
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