Calvin Klein, not so “retro” anymore!
A group of very different men were sitting in a bar during a cold Chicago night. We ranged from 25-38 in age, all worked in different industries and did not agree on which was the best sushi joint in town. One thing lead to another and we started discussing brands’ personalities. I informed the group that a personal favorite of mine was Calvin Klein clothing and how I felt that their clothes almost always acts as an extension of my personality. As if rehearsed, I got few confused looks back. When I asked about what the others thought I was told that they thought that CK had an “old people” image attached to them. We then got to talking about that the brand and its advertisements and some people thought it was unable to keep up with the times and seemed more “retro” than modern. I am convinced that that night the branding and marketing experts from CK were sitting few tables away from us because a month or two later Calvin Klein Underwear launched a new global integrated campaign that was so so un-retro.
This is what happened in case you missed it. Feburary 3rd, 2010, Calvin Klein Underwear 
releases a press release introducing the new global marketing campaign. Helen McKluskey, president of Warnaco Intimate Apparel and Swim states that they are “appealing to CK’s worldwide consumers today and reaching them through the media that’s relevant to them”. Read: FACEBOOK!
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