Ck Fashion Advertising Major Project
Abigail Santy Rachel
Content Page
Page 1 Introduction Page 2 History of Calvin Klein Page 3 History of CK Underwear Page 4 Information on CK Underwear Page 5-6 Situational Analysis Page 7-9 Competitor’s analysis Page 10-11 Target Market Page 12-13 Analysis of Present Campaign Page 14-15 Strategy Brief Page 16-18 Creative Brief Page 19 Proposed Campaign Page 20 Media Plan Page 21-25 Campaign Ads Page 26 Unique Selling Preposition Page 27 Desired Consumer Response Page 28 Implementation & Evaluation Page 29 Brief Summary of Proposed Campaign Page 30 Bibliography
Introduction:
Objectives
In the industry of underwear, Calvin Klein Underwear can be viewed as one of the top few underwear brands that are present in this industry for many years. Even though Calvin Klein are famous in the area of it’s underwear, more needs to be done in order for it to sustain itself in the industry as there is an increase in the number of underwear companies and as such, Calvin Klein underwear needs to become even more creative and innovative in it’s products and advertising so as to gain more customers in the long run. As advertising is a form of communication used by companies as a way to help improve the sales of the products, Calvin Klein Underwear thus needs to create a new concept of advertisements so as to gain competitive advantage against it’s competitors in order to maintain it’s status and position in the industry. Thus, the objective of this project is to suggest an advertising campaign that will enable the company to not only further increase the awareness of the brand, but at the same time continually remind the customers of it’s brand in order to increase the sales of the products in order to improve the overall conditions of the company.
1
History of Calvin Klein
Calvin Klein is one of the fashion world’s biggest brands for their designer jeans, underwear and the wholesome, all- America look. Calvin Klein born in the year 1942, taught himself to sketch and
Content Page
Page 1 Introduction Page 2 History of Calvin Klein Page 3 History of CK Underwear Page 4 Information on CK Underwear Page 5-6 Situational Analysis Page 7-9 Competitor’s analysis Page 10-11 Target Market Page 12-13 Analysis of Present Campaign Page 14-15 Strategy Brief Page 16-18 Creative Brief Page 19 Proposed Campaign Page 20 Media Plan Page 21-25 Campaign Ads Page 26 Unique Selling Preposition Page 27 Desired Consumer Response Page 28 Implementation & Evaluation Page 29 Brief Summary of Proposed Campaign Page 30 Bibliography
Introduction:
Objectives
In the industry of underwear, Calvin Klein Underwear can be viewed as one of the top few underwear brands that are present in this industry for many years. Even though Calvin Klein are famous in the area of it’s underwear, more needs to be done in order for it to sustain itself in the industry as there is an increase in the number of underwear companies and as such, Calvin Klein underwear needs to become even more creative and innovative in it’s products and advertising so as to gain more customers in the long run. As advertising is a form of communication used by companies as a way to help improve the sales of the products, Calvin Klein Underwear thus needs to create a new concept of advertisements so as to gain competitive advantage against it’s competitors in order to maintain it’s status and position in the industry. Thus, the objective of this project is to suggest an advertising campaign that will enable the company to not only further increase the awareness of the brand, but at the same time continually remind the customers of it’s brand in order to increase the sales of the products in order to improve the overall conditions of the company.
1
History of Calvin Klein
Calvin Klein is one of the fashion world’s biggest brands for their designer jeans, underwear and the wholesome, all- America look. Calvin Klein born in the year 1942, taught himself to sketch and
Bibliography: 1. ʻPhillipsvan Heusen Corp. Reports Operating Results (10-Q)ʼ 2009. Guru Focus. Retrieved: September 11, 2009, from http://www.gurufocus.com/news.php?id=68971 2. ʻCalvin Klein 'Threesome ' Ad Draws Oohs, Aahs and Protestsʼ 2009. Fox News. Retrieved: September 11, 2009 from http://www.foxnews.com/story/0,2933,526491,00.html 3. Eyre, H. ʻThe Male Kate Moss: Jamie Dornanʼ. London Evening Standard. Retrieved: September 11, 2009 from: http://www.thisislondon.co.uk/fashion/article-23740356-details/The+male+Kate+Moss:+Jamie+Dornan/ article.do 30