Digital media blog

Word press bibliography: 

Calvin Klein, 2025, “about Calvin Klein”. available at: https://www.calvinklein.co.uk/about-calvin-klein

(Amy Gesenheus, 2018. “Kardashian & Jenner sisters take Calvin Klein’s #MYCALVINS ad to top of Youtube’s January ad leaderboard” available at: (https://martech.org/kardashian-jenner-sisters-take-calvin-kleins-mycalvins-ad-top-youtubes-january-ad-leaderboard/)

(Calvin Klein UK, accessed 2025. Available at: https://www.calvinklein.co.uk/sustainability#)

WWD, 2025. “Calvin Klein, a history and timeline” available online at: https://wwd.com/feature/calvin-klein-history-1236091817/

Calvin Klein, “for the future,” 2025. Available at: https://www.calvinklein.co.uk/sustainability#

Adjust, “what is a conversion rate?”, 2025. Available at: https://www.adjust.com/glossary/conversion-rate/

Eternity’s 25th anniversary” available at: https://www.marketingdive.com/ex/mobilemarketer/cms/news/social-networks/17930.html

Look to the stars, “Calvin Klein charity work, events and causes” Available at: https://www.looktothestars.org/celebrity/calvin-klein

“Calvin Klein celebrates Pride though sensual self-expression in Let It Out campaign”, PVH, May, 2023. Available at: https://www.pvh.com/news/calvin-klein-let-it-out#:~:text=In%20line%20with%20our%20year,be%20better%20advocates%20and%20allies.

“a quick history of Calvin Klein’s iconic underwear campaigns”, November, 2024, Lacey Whitson. Available at: https://www.lofficielusa.com/fashion/calvin-klein-underwear-campaigns-history#

“Calvin Klein’s Jeremy Allen White ads tuned heads, but the biggest impact may be the brand’s image”, Marketing Dive, Laurel deppen, June 2024. available at: https://www.marketingdive.com/news/jeremy-allen-white-calvin-klein-ad-campaign-the-bear/720072/#:~:text=What%20makes%20a%20successful%20Calvin,drawn%20buzz%20due%20to%20controversy.

Similar web, 2025, https://pro.similarweb.com/#/digitalsuite/websiteanalysis/overview/website-performance/*/999/3m?webSource=Total&key=calvinklein.co.uk

Digital advertising relates to when a brand uses multiple channels of media to promote and communicate their brand to consumers. it includes advertising through emails, social media posts, banner ads and websites.

Calvin Klein is very effective in doing this as they regularly email their customers and have multiple links on their website to sign up for their email marketing. They are also a very strong presence on most social media platforms including Instagram, X (formerly known as Twitter) and Facebook. all of which they have a huge following on.

Calvin Klein are very well known for their online display ads and they have been proved very effective in the past. Calvin Klein’s display ads date back to 1982 which featured Olympic Pole vaulter Tom Hintnaus which was then put on a Times Square billboard and sent shockwaves through the fashion community and media.

Many successful models also owe the start of their careers to Calvin Klein ad campaigns such as iconic supermodel Kate Moss whose ad campaign with the brand remains memorable to this day.

In Spring 2024 Calvin Klein launched its men’s underwear collection accompanied by an ad campaign featuring Jeremy Allen White which led to online buzz most specifically on TikToks. This social media buzz is thought to be worth about $74 million. A spokesperson for the brand said over 134 million fans engaged on Instagram which was a 60% increase from the previous year. Another campaign starring actor Micheal B. Jordan and Tennis player, Carlos Alcaraz raked in over $3.8 million in the first 48 hours of their releases.

Overall, for the brand Calvin Klein online PR is arguably the way it has gained the most success in terms of sales and gaining loyal customers. This could be due to the use of social media in more modern times as almost everyone has access to social media nowadays and the rise of influencers and celebrities in pop culture is something that Calvin Klein has latched onto well.

bibliography:

“a quick history of Calvin Klein’s iconic underwear campaigns”, November, 2024, Lacey Whitson. Available at: https://www.lofficielusa.com/fashion/calvin-klein-underwear-campaigns-history#

“Calvin Klein’s Jeremy Allen White ads tuned heads, but the biggest impact may be the brand’s image”, Marketing Dive, Laurel deppen, June 2024. available at: https://www.marketingdive.com/news/jeremy-allen-white-calvin-klein-ad-campaign-the-bear/720072/#:~:text=What%20makes%20a%20successful%20Calvin,drawn%20buzz%20due%20to%20controversy.

Online PR involves using online-based communication to help communicate with customers and help make a brand more known to potential customers.

Public relations have many different purposes, first of which being it can help with brand reputation management. Meaning it can help the brand create a positive perception of itself in order to entice customers. this is also linked to business value promotion which is all about how a brand is portrayed to customers and communicate the brands core values.

Corporate social responsibilty relates to how committed a business is to sustainable economic development, for example working with its employees, their families and communities. The benefits of this is that it can gain loyal, trusting customers and raise brand awareness.

An example of how Calvin Klein has demonstrated this is that on the celebration of its 25th birthday it launched a global initiative called “EternityProject”. it is in support of the Every Woman Counts organisation which raises awareness for maternal health. any proceeds made from this campaign were sent to the organisation. The campaign asked customers to “take two minutes” to donate and share. This is also important not only for how it makes the brand look but also because it can create social change and have an actual impact on different charities funding, therefore helping those in society.

This is an effective approach by Calvin Klein as it is not only a major fashion brand raising awareness for an important organisation. It does also show the brand in a positive light and creates a positive PR which is always good when running a business making customer more likely to purchase as a big portion of Calvin Klein’s customers are women.

Calvin Klein also launched their “let it out” campaign a campaign celebrating the LGBTQIA+ community. It captured how they feel Pride looks through a series of images and videos to show off the models different personalities and connect their sensuality. This campaign resulted in over $220,000 being raised for various LGBTQIA+ communities. This is a very positive business move for the company as it shows their stance on a topic which has been made controversial over the years and shows support for a community who needs it.

Calvin Klein has also supported other charities throughout the years such as AIDS LIFE, Habitat for Humanity and American Foundation for AIDS Research.

bibliography:

Caitlyn Bohannon, 2017, “Calvin Klein incorporates charity with Eternity’s 25th anniversary” available at: https://www.marketingdive.com/ex/mobilemarketer/cms/news/social-networks/17930.html

Look to the stars, “Calvin Klein charity work, events and causes” Available at: https://www.looktothestars.org/celebrity/calvin-klein

“Calvin Klein celebrates Pride though sensual self-expression in Let It Out campaign”, PVH, May, 2023. Available at: https://www.pvh.com/news/calvin-klein-let-it-out#:~:text=In%20line%20with%20our%20year,be%20better%20advocates%20and%20allies.

Email marketing is a crucial part of increasing conversion rates and attracting customers to a brand. a conversion rate shows a brand how many users on a certain website have completed a certain action. It can also be very effective if done correctly. Firstly email marketing is a positive for gaining loyalty from customers this is because consumers will be exposed to the brand, their qualities and their products regularly so will become ingrained in customers minds.

Email marketing is also a good way to get a good insight in to customers engagement, as brands will be able to see who is clicking links, buying their products and signing up for their emails. it can also let the brand know if they need to change anything about their emails to make them more effective when it comes to converting consumers into customers.

Email marketing also makes the brand more memorable to customers as even if they do not directly engage with the email, for example following a link. They will become more familiarised with the brands logo and slogan as they may see it in their emails often, ingraining it more in their memory and increasing their potential to purchase from the brand in the future.

Moreover email marketing is a way to directly contact customers as it is very direct, most of the time being sent directly to consumers. This is effective as many people read their emails regularly.

For my email campaign I choose to make it simplisitc, eye catching and memorable for the consumer as I felt it would be the best way to attract conversion rates. I chose to use the scenario that it was the brands birthday as customers would be able to guess their would some sort of special offer on sales or clothes during this time as it common for other brands to do this also. I also did not want to add too many pictures as it might take away from the text which is the most important part of the email. It is also important for brands to advertise their social media in emails, which I added at the bottom of the email as it can help with customer loyalty is they are seeing the brand on multiple platforms; email and social media. I also choose to add little colour to my email as Calvin Klein are known of their sleek, black and white colours, an identifiable quality for the brand to consumers.

bibliography:

Adjust, “what is a conversion rate?”, 2025. Available at: https://www.adjust.com/glossary/conversion-rate/

In this blog post I will be discussing Calvin Kleins website. Calvin Klein started their online website in December of 2014 and was operating in over 20 countries by the end of 2016. also in 2015 they launched their “mycavlvins” campaign. The landing page of Calvin Klein’s website is very effective. This is due to the top section of the page reading that members get 20% off when they spend £45 or more on selected items. It also says that there is a time limit on this giving those who view the website more of an urge to do it before the time runs out, boosting Calvin Klein members and sales. Also, on the front page of the website there is a repeating video of the singer, Bad Bunny, a celebrity who recently went viral on social media because of his campaign with the brand. This in turn could’ve potentially boosted the brands sales and the singer’s popularity. Bad Bunny also has a strong influence in pop culture and power in influencing fans of his to shop the Calvin Klein brand. Calvin Klein also frequently advertise any sales they have in their landing page, this is very effective as many people may be steered away from purchasing from the brand due to it being pricey so customers may be more likely to purchase what they know is high quality clothing at a discounted price.

The website also has straight forward links to shop either men’s or women’s clothing, meaning it is straight forward for customers.

The entirety of the website is also in Calvin Klein’s brand identifying colours, black and white. This creates a sleek and chic appearance for the website, making it not overwhelming for customers and maintaining a modern look, something in which Calvin Klein is known for.

However, there are improvements that could be made on the website to increase interaction and conversion of customers. Firstly, at the first look at the front page of the website it only has one picture of clothing and it does not look eye-catching, I feel it would be more effective in advertising if there were more pictures to highlight the diverse range of clothing that Calvin Klein offers

Another improvement that could be made is that there is an offer on which states customers can get 15% off, early access to sales and 10% off their next order if they sign up. However this is at the bottom of the landing page which many customers may not see so I would say if that was higher up on the page, it would be more eye catching for customers and would increase conversion rates.

Measuring conversion rates are very important for brands as it enables them to see how successful their campaigns are and allows then to gain any feedback from consumers on how effective their campaigns are. it also shows the brands growth and if they are gaining or losing success. Finally it shows what campaigns speak to customers the most and which ones they feel the most engaged to.

bibliography:

WWD, 2025. “Calvin Klein, a history and timeline” available online at: https://wwd.com/feature/calvin-klein-history-1236091817/

Calvin Klein, “for the future,” 2025. Available at: https://www.calvinklein.co.uk/sustainability#

RACE framework relates to how brands to engage with their customers and consumers. 

The first part of the RACE framework is reach. Reach is regarding how a brand gets their message out to their target audience through media such as emails, ads and social media campaigns. For example, Calvin Klein sends out regular emails to their customers with offers on sales they are having. The brand also frequently posts on their social media, advertising new clothing lines and celebrity endorsements. 

The second part of RACE is Act. This entails getting people to act or buy a product once they have been exposed to their message. This includes using eye catching adverts and creating captivating content. Calvin Klein’s use of celebrities for their ads has created a lot of online conversation, leading many more customers to their website. For example in 2018 the Kardashian family did a campaign with Calvin Klein which was a huge success for the brand. The campaign received more than 15.4 million views on Youtube, making it the most watched video for the month of January that year. The campaign also fueled rumours of one of the sister’s, Kylie Jenner’s pregnancy which added to the media attention.

The third part of the RACE framework is Convert. This is regarding turning visitors into customers. This can be difficult when advertising online as people may see your product but not put in the effort to follow the link and buy the product. This includes using good landing pages, using A/B testing which is when different versions of a website are compared to see which one is most effective with user engagement and using re-marketing campaigns which allow businesses to direct their ads to those who have once interacted with their media but have not acted. Calvin Klien tries to combat this issue through social media as they always have very accessible links on their websites and post frequently to make sure potential customers are being exposed to their brands regularly.

The last part of the RACE framework is Engage. This is when a business tries to facilitate a relationship with a customer using strategies such as customer feedback loops which is where businesses look at customer feedback, analyse it and make changes based on what is gathered. This also includes businesses keeping in contact with customers through social media, something Calvin Klein focuses heavily on through their bold social media presence and working with influencers who post content to their target audience. Moreover, sending out regular newsletters and running loyalty programmes are effective in terms of customer engagement something which Calvin Klein does frequently. They also offer discounts for customers if they sign up for their website and their emails.

In conclusion, I do believe that Calvin Klein has effective engagement with its consumers. This shown as Calvin Klein offers a 10% on customers next order if they sign up for their emailing scheme. This is an intelligent business move as it gives customers a chance to try out the brand at a discounted price and for Calvin Klein to potentially gain a loyal customer who will purchase products in the future. Their strong social media presence is also a big contributing factor to their success, including the hashtag “mycalvins” which has created a lot of buzz online. However I think Calvin Klein could be more successful if they focused more on sustainability as even though they have goals to be 100% sustainable they have pitched this goal for 2030 which is quite a considerable amount of time away. If they were able to become 100% sustainable in a shorter amount of time they may be able to attract more customers as in recent years more people, specifically young people are caring about the impact that fast fashion has on the planet. it would also give the brand a more positive reputation and set an example for other brands in the future on how important sustainability is in fashion.

bibliography:

(Amy Gesenheus, 2018. “Kardashian & Jenner sisters take Calvin Klein’s #MYCALVINS ad to top of Youtube’s January ad leaderboard” available at: (https://martech.org/kardashian-jenner-sisters-take-calvin-kleins-mycalvins-ad-top-youtubes-january-ad-leaderboard/)

(Calvin Klein UK, accessed 2025. Available at: https://www.calvinklein.co.uk/sustainability#)

My chosen business is the clothing and lifestyle brand, Calvin Klein. The brand was founded in 1968 and has built up a reputation as a leading American brand sporting clean aesthetics and innovation design. Its global retail sales exceeded $9 billion in 2017 and were distributed in over 110 countries worldwide. It also employs 10,000 associates globally. I would say its target market is fairly wide, as many different types of people wear the brand but more specifically men and women aged 15 to 40. It is also more specifically successful amongst those with a higher and more disposable income as their products are on the more expensive side. Their campaigns are also centered around themes of self-expression, pop culture and sexuality making it attractive to largely a younger audience. 

One buyer persona that could be used for Calvin Klein would be a teenager, aged 16 to 18 that is interested in fashion and is slowly wanting to build a wardrobe of more expensive items. They feel a strong sense of identity through their clothes, a quality in which Calvin Klein stands for strongly. They may also be interested in the brand due to a celebrity or influencer that they like endorsing the brand, Moreover, since the brand has a strong social media presence and most teenagers are on social media regularly, they may also be interested into due to the fact it has established itself as a trendy brand. 

Another buyer persona would be a businessman in their thirties who is wealthy and likes high end clothing, as Calvin Klein is regarded as a high-end retailer and offers attire such as suits and business-like clothing which would be important to them as they take pride in their appearance when it comes to their work and business. This individual would also be active in sports which would make them attracted to the brand as Calvin Klein has a wide range of sports clothing. 

My third and final buyer persona would be a woman in her early twenties who has a job in the fashion industry and is active on social media. This would make her attracted to the brand as Calvin Klein is very influential online and actively advertises on apps such as Instagram and Facebook. She would also be influenced into buying Calvin Klein products through her job as her job would have connections with the brand. 

Bibliography:

Calvin Klein, 2025, “about Calvin Klein”. available at: https://www.calvinklein.co.uk/about-calvin-klein