Digital media blog

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