Hi there, I have one small assignment for the subject of Consumer Behavior..I have done one blog for #my Calvins, but now I have to expand it in the form of report, My concern is only about writing fo

DEAKIN UNIVERSITY

MASTERS OF MARKETING

FACULTY OF BUSINESS AND LAW

“MPK713-Consumer Behaviour

Assignment 1-Project Proposal”

Campaign- #MyCalvins by Calvin Klein

It is obvious that today’s Millennials online have turned a product into a brand. Launching a brand online has proven to be much more effective than launching it on any other platform (). In particular the new fashion industry has fortified because of the innovative use of technology encapsulated with the current fashion trends. Calvin Klein an $8.4 billion USD global company has been using simplistic methods to make its campaigns provocative to the target audience for the last five decades. With #MyCalvins the campaign introduces the amalgamation of modernity and changing trends with tradition (Feinsot, 2018).

#MyCalvins was launched on 6th of January 2014 with pop star sensation Justin Bieber and model Lara Stone on YouTube. The Campaign made use of several elements which include self-expression, sexuality and pop culture to engage with millennials. Justin Bieber and Lara stone became the face and body of the campaign using their social platforms to promote the brand, with Justin Bieber being the most followed influencer on Instagram the campaign gained exposure in no time (Friedkin and Johnsen, 1990). It focuses on the analysis of three parameters; imagery, messaging and to generate millennial buzz. With underwear and Jeans, the #MyCalvins Campaign pays homage to simplicity and high quality. By including the A$ap Mob and The Kardashian family into their campaign, they convey a sense of family and belonging – this is used through #OURFAMILY, #OURCREW. The social influencers popular amongst the millennials helped Calvin Klein portray the two faces of Calvin Klein, Jeans and underwear. The unique communication strategy did not alter but redefined comfort (Strugatz, 2015).

Fig 1: Calvin Klein “#MyCalvins” campaign ad

Throughout the analysis the aim is to discuss the underlying message of the campaign using the theories that channels the creativity and inspiration behind depicting the bucolic touch which reflects the American thrust. The theories of perception and social influence helps us understand the rationalization the campaign aims to achieve (Nss magazine, 2018).

Giving the centre stage to young celebrities like Kendall Jenner, Noah Centino, A$AP Rocky, Shawn Mendes and other famous young models who highlight the theme, the campaign clearly addresses the plan is to show limelight on the youth models that are social media-savvy. The stars pose in Calvin Klein underwear in intimate locations in order to showcase as if the audience were alone with the subject in a private place. (Bauk, 2019)

The significant study of consumer behaviour gives a brief understanding of individual or groups of people and their behaviour in the purchasing process. The essential strategic marketing pathway for the fashion industry to find its way-out structural decline, is to base its interests on relevant areas which includes forms of innovation, self-expression, sexuality and pop culture (Braund, 2019). Considering that millennials spend an estimate of $1.3 trillion USD annually on social media, the campaign targets on increasing its digital marketing presence, the practice of promoting products and services using digital distribution channels (Martin Evans, 1989).

The Campaign has been running successfully ever since.

References:

• Bauk, W. (2019). Shawn Mendes. Fashionista.https://fashionista.com/tag/shawn-mendes

• Braund, M. (2019). The Structures of Perception: An Ecological Perspective. Kritike.org. Available at: http://www.kritike.org/journal/issue_3/braund_june2008.pdf

• Feinsot, A. (2018). How Calvin Klein’s Digital Marketing Campaigns Attract A New Consumer Market. Elon Journal of Undergraduate Research in Communications, 9(1).

• Friedkin, N. and Johnsen, E. (1990). Social influence and opinions. The Journal of Mathematical Sociology, 15(3-4), pp.193-206.

• Martin Evans, (1989) "Consumer Behaviour towards Fashion", European Journal of Marketing, Vol. 23 Issue: 7, pp.7-16, https://doi.org/10.1108/EUM0000000000575

• Nss magazine. (2018). The message behind Calvin Klein's #MyCalvins campaign. Available at: https://www.nssmag.com/en/fashion/13889/il-messaggio-dietro-la-campagna-mycalvins-di-calvin-klein.

• Strugatz, R. (2015). Justin Bieber Helps Calvin Klein’s Social Status. WWD. Available at: https://wwd.com/business-news/marketing-promotion/justin-bieber-helps-calvin-kleins-social-status-8122051/.