CALVIN KLEIN CONCEPT BOOK

CALVIN KLEIN GENESIS FOR MEN

WE STAND FOR BEING MODERN, CONTEMPORARY, SOPHISTICATED, PURE, NATURAL AND OFTEN MINIMAL. CONSISTENT. WE STAND FOR SEX. WE ARE A BRAND THAT CAN AFFECT YOUTH AND PEOPLE OF ANY AGE . In the rich history of Calvin Klein’s legacy, where being sexy means testing limits, the brand has always led the way in making men look and feel irresistible. We know the magic of bending norms, and now, as the world craves something new, we are ready to do it again. It’s who we are. Calvin Klein - Genisis for Men isn’t just about underwear; it’s a celebration of the evolving definition of what it means to be a man. Come with us on this journey, where sensuality, authenticity, and the pulse of society weave together, telling a story of self-expression and style. Welcome to a chapter where Calvin Klein continues to redefine what it means to be sexy in an ever-evolving world.

TABLE OF CONTENTS CHALLENGE ZEITGEIST & RELEVANCE BRAND IDENTITY AUDIENE PROBLEM SOLUTION CHALLENGE TARGET GROUP

BIG IDEA MARKETING MIX PRODUCT PRICE PLACEMENT PROMOTION PAID OWNED EARNED

CONCEPT AIM KEY MESSAGE VISUAL GUIDLINES COMMUNICATION

“There has been a change in men’s attitudes toward their clothes. Men are more aware of fashion; they’re not afraid of it.”

- Calvin Klein

VISUAL

OPPORTUNITY MALE CONSUMERS ARE LOOKING FOR A SENSUAL OUTLET IN FASHION AND CRAVING MORE DIVERSE STYLES THAT ARE CATERED TO THEIR MASCULINITY.

RELEVANCE

VISUAL

Stereotypes in men’s fashion and sexuality are being socially challenged, tapping into a shift where cisgendered males embrace diverse styles, creating an opportunity to bend gender norms and foster open-minded conversations.

Toxic masculinity is becoming more of a topic.

Women are yearning for their male partners to embrace diverse styles, engange more in relationship effort and consideration for their partners’ needs.

As society embraces a more inclusive and diverse perspective, there’s a growing demand for fashion that mirrors this shift. Men open their minds beyond sexual orientation: and toward self-expression, body positivity, and fashion diversity. They are looking for an outlet for sensual self-expression and comfort.

Lingerie, traditionally female-centric and feminine, lacks a male counterpart.

Reflecting the current era, men are becoming more comfortable with their bodies and sexualities at a younger age.

Brands like SKIMS and Diesel meet the demand for diverse fashion and selfcare options by expanding offerings to include men’s underwear. Influential figures like Troye Sivan and Maneskin promote the rejection of toxic gender norms, fostering a culture of self-acceptance and authenticity in mainstream media.

BRAND IDENTITY Calvin Klein is a master of minimalism, using its understated style as a “seductive approach” in fashion. It strikes a unique balance by being bold yet not overly loud in its campaigns.

BRAND IDENTITY Provocative.

Modern.

Sensual. Iconic.

It was in the realm of advertising that Calvin Klein carved its distinctive niche. Their bold and provocative campaigns became synonymous with influence, capturing attention with the simplicity of a white pair of briefs on a seductive man plastered all over town. The undeniable allure, the “you can’t take your eyes off it” factor, became Calvin Klein’s hallmark.

The brand places heavy emphasis on this logo, weaving it into the very fabric of their Brand DNA and Brand Recognition, shaping an identity that is both provocative and quietly captivating. Staying true to their values, they have not only shaped men’s fashion but also how men perceive themselves, leaving an enduring imprint on the world of style.

MISSION “WE SEEK TO THRILL AND INSPIRE OUR AUDIENCE WHILE USING PROVOCATIVE IMAGERY AND STRIKING DESIGNS TO IGNITE THE SENSES.”

VISION “WE BELIEVE IN A CULTURE THAT PROVOKES DISCOVERY AND BRAVE THINKING. WE STRIVE TO MAKE A POSITIVE IMPACT ON THE WORLD. WE INSPIRE PASSION IN OUR PEOPLE. WE EMBODY AUTHENTICITY AND EMBRACE INDIVIDUALITY.”

BRAND AUDIENCE Calvin Klein’s current focus is on health-conscious trendsetting young adults aged 15-30. Unmarried, adventurous, and valuing both physical and mental well-being, these ‘Young Aspirers’ align with the ‘My Calvins’ campaign. Influenced by celebrities and influencers, they embody exploration and aspiration. With a conscious, free-spirited lifestyle, they are trendsetters in urban communities, showcasing a keen fashion consciousness and a penchant for minimalist design. This core clientele, with a relatively high disposable income, defines Calvin Klein’s fashion as a statement of individuality and youthful vitality across lines like Calvin Klein Underwear, Calvin Klein Jeans, and CK Calvin Klein.

YOUNG ASPIRERS

OPPORTUNITY THE BRAND CAN TAP INTO SMALLER MORE NIECHE TARGET GROUPS WITH THE SAME VALUES AS THEIR MAIN AUDIENCE.

Quality 6.3% Status 28.6%

PURCHASING BEHAVIOUR What drives the purchasing descision of Calvin Klein’s Customers?

Recognition 46%

Comfort 19%

CHASING TRENDS Once a trendsetter, now following trends rather than shaping them. them The brand’s recent endorsements feel disconnected from its core. A striking example are the various K-pop idols becoming the faces of #mycalvins.

The brand is jumping on the bandwagon rather than driving it and bases their marketing strategy solely on social media popularity, raising concerns about the brand’s originality and influence.

“FOR THE GIRLS AND THE GAYS” Calvin Klein relies heavily on celebrity endorsements to capture attention, especially among their mostly female audience.

Figures like Justin Bieber, Jungkook, Jacob Elordi, Brandon Flynn, and Michael B. Jordan are chosen for their broad appeal to women and members of the LGBTQ community. community The success of the 2015 Bieber campaign, which translated into increased sales as women aspired for their partners to embody the pop icon’s look, exemplifies the brand’s focus on its female audience.

The brand has is not markting to their male target group which is the main purchasing power behind Calvin Klein Underwear.

PROBLEM

LOSS OF IDENTITY In an era where Calvin Klein’s iconic status is rooted in the rebellious spirit of its past, the brand finds itself at a crossroads, straying from the boldness that once defined its name. While their legacy is undeniable, the present narrative seems to be one of repetition rather than innovation. innovation In the 90s, Calvin Klein was synonymous with provocative headlines, pushing boundaries with figures like Kate Moss. However, the recent shift towards a cleaner image, epitomized by ambassadors like Hailey Bieber, lacks the rebellious flair that made the brand a cultural force. force

SOLUTION Creating a Line Extention showcasing Lingerie for men.

This way Calvin Klein can spike conversation, return to the puclic eye while being the innovators they have always been.

By soft launching lingerie designs with a focus on material it nurtures familiarity and trust with the target group.

VISUAL

CHALLENGE How can Calvin Klein encourage young MetroModern Urbanite men to confidently explore and normalize masculine lingerie?

TARGET GROUP

Metro-Modern Urbanite OPPORTUNITY TAP INTO THE EVOLVING PREFERENCES OF THE TARGET BY INTRODUCING LINGERIE, MEETING THEIR DEMAND FOR INCLUSIVE AND PROGRESSIVE FASHION CHOICES THAT SEAMLESSLY BLEND COMFORT AND STYLE.

– a modern man between 25 and 34 who embraces urban living, seeks self-improvement, and values both traditional and progressive aspects of his identity.

A Metro-Modern Urbanite lives a lively city life with a mix of modern values. They enjoy city vibes, stay updated on trends, and might be into fashion and social events.

Whether at work or in personal life, they juggle various interests, adapting to the fast pace of urban living.

This lifestyle is about combining tradition with new ideas, embracing change, and expressing individuality. It’s a versatile and dynamic way of navigating the modern city scene.

BIG IDEA WE’RE BRINGING SEXY BACK - in a way that’s never been done before.

CK is releasing a line extention for Calvin Klein Underwear which includes a collection of daring, yet minimal lingerie basics for men.

Simple and sexy is the key.

The collection displays a cool toned palette in lace, mesh and satin.

We’re going back to our roots, embracing the raw confidence and sexiness that makes a man, a man.

With a focus on masculinity, confidence, and unabashed sexiness, this evolved collection sets Calvin Klein apart from competitors, catapulting CK back into the headlines and reestablishing itself as a trendsetter.

By embracing controversy while staying true to minimalism, Calvin Klein positions itself at the forefront of the underwear market, captivating a male target group hiding in the shadows without losing the allure of its core female and queer audience.

GENESIS FOR MEN “Genesis for Men” is inspired by the concept of a new beginning, an evolvement for Calvin Klein in the realm of men’s underwear.

“Genesis” signifies the origin, the birth of something new and groundbreaking. By appending “for Men,” the name clearly communicates the focus on a male audience.

Inspiration for the name stems from Calvin Kleins iconic cologne campaigns in the 80’s and 90’s. Strong, simple and recogniseable.

It encapsulates the brand’s evolution into the future with a look back to its roots, emphasizing a raw, foundational, and authentic approach to men’s style. This name aims to convey not just a product but a transformative experience, marking the genesis of a bold and daring chapter for Calvin Klein in the world of men’s underwear.

PRODUCT LINGERIE FOR MEN

Men’s underwear has not made big developments in almost a decade.

While women’s lingerie keeps evolving with new looks, materials, sexy and comfy options, men are stuck with the same old boxers and a handful of loungewear choices.

Genesis shows a soft launch of a lingerie line for men, a foot in the door to a world where men can be unapologetically sexy in and out the bedroom.

This lingerie and lounge collection can only be compared to female lingerie in terms of feel and material but the look is a very different one. The design is a typical Calvin Klein minimalism, referrencing back to Calvin’s roots in sports attire but with a sensual twist. The collection shows a variety supportive pieces made from of accentuating laces and sheers mixed with a comfortable loose silks to keep you sexy and comfortable.

PRICE Pricing of the Genesis Collection seamlessly aligns with Calvin Klein’s signature accessibilty, with a subtle elevation reflecting the sheer luxury of the materials. The cost mirrors the renowned Calvin Klein quality, ensuring that every penny spent translates into enduring comfort and style. Prices remain within reach to the target group, yet feel like a “treat” and not just buying underwear out of necessity.

Laces Singles - 21.90

Sheers Singles -18.90

Logo Singles - 18.90 EUR

3 Mix Pack - 54.90 EUR

Silks Singles - 69.90 EUR

Sheer Tank - 49.90 EUR

Long Sleeves - 79.90

Cropped T - 49.90 EUR

Shorts - 69.90 EUR

PLACEMENT ONLINE

By adding a section called Sleepwear, the Nightwear & Loungewear section becomes dedicated to more sensual styles. By keeping the name Nighwear instead of “Lingerie” the target group sees something they are fimiliar with which makes them more open to explore.

High Price

GENESIS FOR MEN

Low Quality

High Quality

Low Price

OFFLINE Genesis has it’s own display within shops next to the underwear display. The Display shows campaign imagery and invites to explore.

Calvin Klein’s womens lingerie section will also dispay campaign imagery of Genesis, inviting women to explore for their partners.

PROMOTION PAID The campaign will be promoted through several paid advertising channels including Billboards Posters through big city centers.

Ambient Media such as train and metrostations.

Print media will be running the campaign within their advertisment section.

Paid social media marketing through meta. This will include sponsored instagram stories and posts with a rebellious and confident tone of voice.

PROMOTION OWNED The campaign will also be promoted through all owned channels, this includes offline channels such as stoes and packaging and online channels sich as Instagram, Tiktok, webite and a press release.

NEWS & EVENTS

PROMOTION EARNED Engagement will be earned when social media channels beginn to pick up on the buzz and spark conversation about the campaign and collection.

Preferred media is visual podcasts on Tiktok, since these are variously consummed by the target group.

FACES OF THE CAMPAIGN - CELEBRITY ENDORSEMENT Anthony Joshua British Professional Boxer

Erling Haaland Norwegian Footballer

Giannis Antetokounmpo Nigerian-Greek basketball player

Braxton Berrios American american footballer

- Global Appeal: The Athletes’ international fame ensures a broad global reach - Symbolic of Strength: Embody physical confidence, aligning with the brand’s message of masculinity, comfort, and self-assurance.

- Diversity in Sports: Featuring athletes from boxing, football, mixed martial arts, and basketball adds a diverse and inclusive touch, broadening the campaign’s appeal.

- Crossover Fan Base: The athletes’ unique fan bases ensures a widespread and varied outreach, reaching diverse target demographics.

- Breaking Stereotypes: Athletes from traditionally macho sports challenges stereotypes, redefining expectations and encouraging men to embrace sensuality through Genesis

GENESIS FOR MEN

Genisis for Men is a line extention for Calvin Klein Underwear which includes a collection of daring, yet minimal lingerie basics for men.

“Genesis” is inspired by the concept of a new beginning, an evolvement for Calvin Klein in the realm of men’s underwear.

Strong, simple and recognizable.

AIM This bold and controversial innovation, rooted in the iconic CK minimalism, signifies Calvin Klein’s ambitious move to once again lead the underwear market and reclaim the spotlight in fashion headlines.

By reintroducing themselves as trendsetters, this collection and accompanying campaign not only revitalizes the brand’s image but also distinguishes Calvin Klein from its competitors.

While daringly introducing a new product category tailored for an established male target group, Calvin Klein demonstrates its commitment to innovation, setting a new benchmark in the ever-evolving landscape of fashion and lifestyle.

KEY MESSAGE GIVEN

BELIEVE/NEED GENESIS FOR MEN

Lingerie is feminine.

A male counterpart to lingerie is missing.

Genesis makes you look masculine in Lingerie

VISUAL GUIDLINES GENESIS FOR MEN

GENESIS FOR MEN

GENESIS FOR MEN

GENESIS FOR MEN

GENESIS FOR MEN

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