Monday, April 16, 2007

Commercial: Calvin Klein

Brooke Shields and her Calvin Jeans…nothing can come between them; nor can anything come between them and the designer. Ever since filming this commercial at the age of 15, Brooke Shields has become synonymous with any Calvin Klein marketing and advertising expenditures. The controversy that arose from this commercial and other print ads that she modeled for led to the formation of a new brand name, a multi-billion dollar a year industry and a name that would become familiar around the world.

Always being one to test the waters and push the limit as far as possible with clothing, Calvin Klein’s jean and underwear line has become one of the most sought after clothing lines around the world. His feature of Brooke Shields in the then provocative commercial in the 1970’s was his final leap to stardom. This commercial forever linked his name to designer jeans, the all-American look, tradition and provocative ads she was involved in.

Raised in the Bronx, Mr. Klein got his start as a coat designer with Bloomindales before getting his big break. His stardom was increased again when he offered to exchange the ransom money for his daughter, for which he received international acclaim. After designing for the last 30 years, Calvin Klein is considered to be the most powerful and influential people in the fashion business.

Another one of the biggest benefits of the Brooke Shields commercial was the branding it gave Mr. Klein’s clothing line. Having a high-end model caught in the middle of an advertising controversy only heightened the status of the clothing line, thus bringing in customers such as Julia Roberts, Sandra Bullock, Helen Hunt and Gwyneth Paltrow.
Calvin Klein’s minimalist, yet high-end approach to fashion has made him appeal to both men and women from around the world, of all ages. His knowledge of trends, psychology and fashion image has made him into a $5 billion sales industry each year.
Despite never studying marketing, his basic knowledge of psychology and fashion trends has opened him, his brand and his company into being the study of many colleges and designers over the years.

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