Women’s Wear Daily
04.20.2014
intimates-activewear
intimates-activewear

Calvin Klein Underwear to Unveil Push Positive Campaign

The brand will launch its fall 2012 global advertising campaign on YouTube in the first week of September.

intimates-activewear/news
View Slideshow
Lara Stone Calvin Klein

Calvin Klein Underwear will launch its fall 2012 global advertising campaign on YouTube in the first week of September.

The digitally focused campaign, featuring model Lara Stone, was photographed by Steven Klein in New York City to support the new Calvin Klein Push Positive collection of bras. The collection features superior-fit bras with a unique butterfly shape created with soft-wire technology.

Bra cup sizes will be 32A to 36D. Suggested retail will be $48.

Calvin Klein Underwear is a wholly owned division of The Warnaco Group Inc., while Calvin Klein Inc., is a wholly owned subsidiary of PVH Corp.

The online initiative will center on a video with Stone that will appear in 16 countries. Digital media will represent around 70 percent of the global media mix, which will be a strategic shift for the brand. The video is expected to garner more than 575 million impressions. YouTube is the lead global media property for the campaign, spanning 11 markets, which will include the U.S., Canada, Mexico, Germany, Spain, Hong Kong, Korea, Singapore, Taiwan, the Philippines and the U.K. Additional digital support in Asia will include placements on Youku, Yahoo and Nate. The video will also be released on Calvin Klein’s social-media sites in advance of that break.

RELATED STORY: Agent Provocateur Taps Mónica Cruz >>

Additional digital initiatives will include social-media promotions such as an interactive Facebook application that allows users to share and post personalized images, and a hashtag sweepstakes on Twitter as well as Weibo. There will also be imagery and product information available at calvinklein.com/pushpositive, which will launch this month, and product will be available there for purchase beginning the first week of September.

Off-line, the Calvin Klein Push Positive launch will be supported in-store with campaign visuals and an in-store iPad application, designed as an interactive sales and information tool for sales associates to use with clients. The interactive stations will be set up in select freestanding Calvin Klein Underwear stores worldwide. There will also be outdoor billboards in key markets in the U.S., Europe and Asia, the first of which is to be installed on Aug. 17 at the corner of Houston and Lafayette Streets in New York City.

Stone has kept busy as the face of Calvin Klein this season. She is also featured in ads for the Calvin Klein Collection and ck Calvin Klein (both lensed by Mert Alas and Marcus Piggott); ck Calvin Klein Watch & Jewelry (shot by Patrick Demarchelier), and Calvin Klein Jeans (photographed by Steven Klein) global campaigns, as well as the worldwide campaign for the women’s fragrance, euphoria Calvin Klein (photographed by Alas and Piggott).

View Slideshow
load comments

ADD A COMMENT

Sign in using your Facebook or Twitter account, or simply type your comment below as a guest by entering your email and name. Your email address will not be shared. Please note that WWD reserves the right to remove profane, distasteful or otherwise inappropriate language.

Ads by Google

Newsletters
Newsletters

Sign upSign up for WWD and FN newsletters to receive daily headlines, breaking news alerts and weekly industry wrap-ups.

Publications

ArticleFinder

The Markets


Choose By

Clear

How it works

Close

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.


Or