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Campaigns e-commerce Editor's pick Retail

Calvin Klein to launch interactive NYC Market with Amazon Fashion

Calvin Klein Jeans Fall Campaign

Calvin Klein is partnering with Amazon Fashion to bring to life its Fall 2018 jeans campaign through an immersive retail experience in New York.

The Calvin Klein x Amazon Fashion NYC Market, as it’s called, sees three major attractions – a photobooth with flying popcorn, a photoshoot set-up themed around the brand’s “Together In Denim Billboard” campaign, and a giant water-box installation.

Visitors will also have the chance to win exclusive Calvin Klein products such as jeans and underwear designs, as well as Amazon devices, by playing games on site.

Calvin Klein Jeans “Together In Denim” billboard

 

“By joining Amazon Fashion’s digital expertise with Calvin Klein’s physical presence, we are creating a ‘phy-gital’ experience in the middle of New York City, reinforcing our commitment to a consumer-first strategy,” Marie Gulin-Merle, chief marketing officer of Calvin Klein Inc. told WWD.

Further detail show the interactive photobooth will feature levitating popcorn that visitors will be able to take a picture with. It was inspired by the Calvin Klein 205W39NYC Fall 2018 runway show, which saw the floor covered with the white snack.

The re-enactment of the brand’s “Together in Denim Billboard” campaign, which saw models posing on an oversized billboard, will have a professional photographer on site ensuring social media-ready snaps.

And the giant water-box will house vending machines where visitors have the chance to win limited edition artworks from the Fall campaign.

Calvin Klein Fall 2018 runway show

Amazon will also host an Amazon Alexa Jukebox Lounge, where an analog Juke Box enhanced through the Alexa voice technology, will allow visitors to interact with the music played on digital screens. Guests will also have the chance to use their voice to control the music and lighting.

Any visitors keen to purchase Calvin Klein merchandise on site will be able to do so smoothly through Smile Codes (Amazon-branded QR codes), which will give visitors access to the dedicated Calvin Klein website on Amazon Fashion. A dedicated #MyCalvins Campaign Shop will allow them to try things on when on site.

To further encourage consumer purchasing, the brand has also created a denim jacket in collaboration with rap star A$AP Rocky, exclusively available on Amazon Fashion.

This is the second time the brand has partnered with Amazon Fashion for an interactive experience. In November of 2017 the brand opened a tech-enabled store in Los Angeles and New York, selling exclusive stock and offering in-store customization stations.

How are you thinking about innovation? We’re all about helping you build innovative integrations and experiences. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology, powered by a network of top startups. Get in touch to learn more.

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e-commerce Editor's pick social media technology

ICYMI: Calvin Klein opens tech-enabled pop-ups with Amazon Fashion

The Calvin Klein X Amazon Fashion holiday retail experience
The Calvin Klein X Amazon Fashion holiday retail experience

Calvin Klein has opened two pop-up stores in collaboration with Amazon Fashion this holiday season, offering an interactive shopping experience throughout.

The Calvin Klein X Amazon Fashion holiday retail experience, as it’s called, sees two tech-enabled spaces, one in New York and the other in Los Angeles, as well as an online brand store on Amazon.com/mycalvins.

Each one will sell exclusive styles available only to Amazon customers, focusing on men’s and women’s underwear and loungewear offerings in the physical spaces, as well as jeans online.

In terms of technology, offline visitors are able to easily make purchases by scanning a barcode within the Amazon app to have their items then delivered home. They can also interact with Amazon Echo devices within the fitting rooms, allowing them to ask Alexa various questions about the Calvin Klein product and experience, as well as to control the lighting and play music of their choice.

Amazon Echo in the Calvin Klein X Amazon Fashion holiday retail experience
Amazon Echo in the Calvin Klein X Amazon Fashion holiday retail experience

Customisation stations meanwhile enable them to personalise their underwear with special embroidery. And content creation spaces will encourage them to create and share their own clips to social media.

In a lounge area, visitors can also connect with shoppers on the opposite coast via video using the Amazon Echo Show, in a bid to allow them to interact and share content in real time, the company said.

”We are proud to collaborate with Amazon Fashion on this exciting retail concept,” said Cheryl Abel-Hodges, head of Calvin Klein Underwear and president of The Underwear Group of PVH. “It is our goal to deliver an immersive and content-driven shopping environment to the consumer, and we are thrilled to introduce this experience to Calvin Klein and Amazon shoppers, both online and offline, just in time for the holiday season.”

Customisation in the Calvin Klein X Amazon Fashion holiday retail experience
Customisation in the Calvin Klein X Amazon Fashion holiday retail experience

Throughout the holiday season, the shops will also host special events with the likes of supermodel and entrepreneur Karlie Kloss and comedian and author Lilly Singh.

“The holiday season is one of the most important shopping times for our customers, and we are delighted to team up with Calvin Klein to provide a fun, interactive experience that connects our customers to product in an engaging way,” stated Michelle Rothman, VP at Amazon Fashion.

The stores are open now through December 31.

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Editor's pick social media

Kendall Jenner and Justin Bieber drive top tier engagement for new #MyCalvins campaign

Kendall_mycalvins

Proving the power of today’s social media celebrities, Kendall Jenner managed to rack up over 3.5 million likes for a handful of Calvin Klein images on her Instagram feed this week in little over 24-hours.

Justin Bieber meanwhile gained 1.5 million for one of his posts for the brand. All of them were part of Calvin Klein’s new spring/summer 2016 #mycalvins campaign – a refresh of a user-generated content initiative that has driven social media sharing for the brand around the world.

On this occasion, investing in influencers has once again helped get the word out. The provocative poses are accompanied by a tagline of “I ___ in #mycalvins”, encouraging other people to indicate what they indeed do in theirs.

It’s also the first time that each of the Calvin Klein brands – Calvin Klein Collection, Calvin Klein, Calvin Klein Jeans and Calvin Klein Underwear – have been presented together. The campaign also features other well-known names such as hip hop artist Kendrick Lamar, singer FKA Twigs, actress Klara Kristin, cult skateboarder Mark Gonzales, British artist Shantell Martin and The Wire actor Tristan Wilds.

Photographer and filmmaker Tyrone Lebon is the mastermind behind the images, with the answers to what all these familiar faces do in their Calvins rounded up into a 90-second video as well.

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digital snippets e-commerce film mobile social media Startups

Digital snippets: Polyvore sells to Yahoo, Calvin Klein on sexting, Marques’Almeida’s email campaign

Here’s a round-up of the latest stories to know about surrounding all things fashion and tech. Fashion & Mash is now taking a bit of a break for the summer in a bid to regenerate, but we’ll be back later in August…

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  • Why Polyvore’s Jess Lee sold to Yahoo [TechCrunch]
  • Calvin Klein takes on sexting, Tinder to promote #mycalvins (as pictured) [WWD]
  • Marques’Almeida is releasing its new campaign by email [i-D]
  • Louis Vuitton to stage Instagram-friendly ‘Series 3’ exhibition in London [BoF]
  • Filmmaker and video artist Charles Atlas creates Calvin Klein Collection’s new fall campaign [Style.com]
  • The Asos approach to native content: authenticity [Digiday]
  • How Facebook (not YouTube) is helping Chubbies make videos about men’s shorts go viral [AdWeek]
  • Forever 21 launches Instagram powered thread screen [DigitalBuzzBlog]
  • Everlane’s mobile app: one-tap checkout, download incentives [Digiday]
  • Agile adaptors: How John Lewis, Argos and Westfield are innovating through start-ups [The Drum]
  • Do universal shopping carts have a future? [Fashionista]
  • If you think Amazon is huge now, wait until it becomes America’s biggest fashion retailer [Quartz]
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Comment Editor's pick social media

Luxury brands are missing out by snubbing the hashtag offline

This post first appeared on WGSN.com/blogs

CKJeansUnderwear1

Browsing through the September issues on our desks this month and one thing that particularly sprang to mind – other than the models reclaiming the front covers – was the dearth of hashtags being used in any of the season’s big fashion campaigns.

Reporting on this space used to mean buying a stack of said publications twice yearly and physically scanning in the relevant pages, or calling up PRs and asking them to courier over a CD with their high res images saved on. WGSN covers in the region of 400 brands each season – the best of everything from designers through to retailers, denim brands, sportswear companies and more. It’s a mega feat, added to with a big chunk of analysis about the visual trends of the season, the new models to know about and more.

Of course the task started to simplify (at least a little) a few years ago as slowly but surely the brands used this creative work not just for advertising, but also as a method of PR, pushing out the imagery across their own social channels as a story in its own right to mark the beginning of the season when collections were hitting stores. Today, you only need to source a Facebook album, look to recent Instagram posts or search through Pinterest to quickly find the assets for numerous companies.

This huge focus on social releases has become the norm – and the sharing that ensues is equally unsurprisingly (particularly when you have the likes of social queen Cara Delevingne posting her campaigns for Burberry, Chanel, Topshop and Mulberry to name a few to help push them).

So why then, are so few taking advantage offline of the hashtag – the very thing that social now centres around to inspire and curate said sharing further? Fashion retains an enormous focus on placing its ads in print publications, yet next to no brands have employed a humble tag on any of their work featured in them.

Lots are talking about it back online. Topshop has #ilovetopshop, AG Jeans has #whatmovesme, but few have integrated that social concept into the real world in order to tie their campaigns wholeheartedly together. In fact, Calvin Klein’s #mycalvins campaign (as pictured) is one of the only ones.

Stepping away from fashion, the uptake of hashtags in TV ads is significantly on the rise. At the Super Bowl in March 2014, 57% of commercials featured them, up from 50% in 2013 and 25% in 2012. Resulting mentions across social during that time were, as expected, significantly higher.

So where’s the gap with fashion? Is it as simple as hashtags not fitting in with the aesthetic of the campaign in terms of the preferred direction of these brands? Quite likely.

But there’s also a little part of the scenario that makes me wonder whether this is a classic case of brands wanting consumers to share, but not wanting to suggest they’d like that to be the case. Admitting to digital in a print publication is too close to that whole democratisation of luxury debate that the industry still isn’t quite able to shake off.

If Delevingne sharing with her six million Instagram followers is anything to go by mind you, I’d say it’s finally time.

Categories
Editor's pick social media

Calvin Klein expands #mycalvins campaign to incorporate denim

calvin-klein-jeans-f14-m+w_ph_mert+marcus_sp06

The #mycalvins social media campaign from Calvin Klein Underwear, which encouraged followers to upload photos of themselves wearing their branded smalls on Instagram, Twitter or Vine, has been going strong since February 2014.

According to the company, “thousands” of posts (we heard circa 7,000 to be precise) have engaged over six million fans and reached over 200 million of them from more than 23 countries.

Now, that same initiative has been expanded to denim. For autumn/winter 2014/15, the Calvin Klein Underwear and Calvin Klein Jeans campaigns have been brought together, featuring the familiar faces of Lara Stone and Matt Terry. Shot by Mert Alas and Marcus Piggott, the duo are portrayed in black and white, with the #mycalvins hashtag also featured, highlighting how intrinsic it has become to the campaign.

Indeed the hashtag will be pushed prominently across print, digital, and outdoor advertising executions as well as in-store, on hang tags and at point of sale. Furthermore at retail, the campaign is set to expand with the call-to-action: “Put it on. take it off. show yours. #mycalvins”

As with the original launch for underwear, a series of celebrities and digital influencers are continuing to be engaged, posting their own shots with the hashtag too.

Also worth checking out: the recent #CKmeforme campaign via Snapchat and Tumblr.

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Categories
digital snippets e-commerce social media Startups

Digital snippets: Burberry, Calvin Klein, Moschino, Saks, M&S, Primark

A round-up of all the latest stories surrounding fashion and tech…

 

  • Burberry reveals ‘digital innovation’ partnership with WeChat to strengthen social presence in China [The Drum]
  • Calvin Klein asks fans to snap selfies in their skivvies for #MyCalvins campaign [BrandChannel]
  • Fast-fashion: Moschino offers fans the ability to shop its McDonald’s-themed show live [Dazed Digital]
  • Saks recreates in-store beauty tutorials with six-second videos on Vine [LuxuryDaily]
  • Marks & Spencer launches new website to replace Amazon platform, after three years in the making [The Telegraph]
  • How Primark achieved 1.7m Facebook Likes in just six months [Econsultancy]
  • Former GQ editor Lauren Bans comes out as @CondeElevator Tweeter [Fashionista]
  • New privacy website lets you opt out of tracking in retail stores [AdAge]
  • Ebay buys virtual fitting room start-up PhiSix Fashion Labs [PC Mag]