Calvin Klein

Success story

We took Calvin Klein’s clean, modern brand identity with calm monochromatic tones that might otherwise seem bland and operated a marketing campaign to position them as a brand with distinctive vibes to Korean MZ consumers. As the brand was perceived as an "underwear brand, not a fashion apparel brand" by the domestic MZ audience, we focused on creating content that would resonate with the target audience. We communicated with the MZ generation through Naver Posts in a webzine format run by Calvin Klein, and Kakao Channel, which directly generates potential consumers. In addition, we continuously exposed Calvin Klein’s products through the accounts of celebrities and influencers they admire and created a new trend among the MZ generation.