New Campaign to Support Launch of "Calvin Klein Push Positive" Features Model Lara Stone
NEW YORK, NY, AUGUST 15, 2012 – Calvin Klein Underwear, a division of The Warnaco Group, Inc. [NYSE: WRC], along with Calvin Klein, Inc., a wholly owned subsidiary of PVH Corp. [NYSE: PVH], today released the imagery and information about the brand’s Fall 2012 global advertising campaign.
Featuring Dutch supermodel Lara Stone, the alluring black and white campaign was shot by renowned photographer Steven Klein in New York City in support of the new Calvin Klein Push Positive line, which begins to arrive in stores this month.
The digitally focused campaign will center upon a video with Ms. Stone and will appear in 16 different countries. For this campaign, digital media represents approximately 70% of the global media mix which is a strategic shift for the brand. Expected to garner over 575 million impressions, the Calvin Klein Push Positive campaign video will debut on YouTube the first week of September, and will be released on Calvin Klein's social media sites in advance of that break. YouTube is the lead global media property for the campaign, spanning 11 countries, which will include the United States, Canada, Mexico, United Kingdom, Germany, Spain, Hong Kong, Korea, Singapore, Taiwan and Philippines. Additional digital support in Asia will include placements on Youku, Yahoo! and Nate.
The robust campaign will be supported with social media promotions, such as an interactive Facebook application which allows users to share and post personalized images and a hashtag sweepstakes on Twitter as well as Weibo. There will also be imagery and product information available at calvinklein.com/pushpositive which will launch this month and product will be available there for purchase beginning the first week of September.
Offline, the product launch will be supported in store with strong campaign visuals and an in-store iPad application, designed as an interactive sales and information tool for store associates to use with clients. These designated stations will be set up in select Calvin Klein Underwear free-standing store locations around the world. Additionally, there will be outdoor billboards in select key markets the U.S., Europe and Asia. The first billboard to be installed will be in the United States on August 17
th at Houston & Lafayette Streets in New York City.Encapsulating sexiness through simplicity and ease, Calvin Klein Push Positive is the latest women’s offering from Calvin Klein Underwear and is designed to be today’s ultimate wardrobe solution: the perfect modern bra. The advanced push-up’s superior fit comes from a unique butterfly shape created with innovative soft-wire technology. Combining style and function, the flexibility of this new technology allows it to move with and curves to individual body shapes resulting in a smooth, sleek, seamless look. The soft, lustrous microfiber bras and coordinating bikinis are offered in sophisticated timeless shades of black and bare, as well as in a vibrant array of deep, rich colors.
currently ranked as the #1 female fashion model in the world by the industry website Models.com. Ms. Stone was first introduced on the Calvin Klein Collection runway at the Spring 2007 show and has been the face of multiple global advertising campaigns for the house’s lifestyle brands since Fall 2010.
This season, Ms. Stone is also featured in the Calvin Klein Collection (Mert Alas & Marcus Piggott), ck Calvin Klein (Mert Alas & Marcus Piggott), ck Calvin Klein Watch & Jewelry (Patrick Demarchelier), and Calvin Klein Jeans (Steven Klein) global advertising campaigns, as well as the worldwide campaign for the iconic women’s fragrance, euphoria Calvin Klein (Mert Alas & Marcus Piggott).
The Warnaco Group, Inc., headquartered in New York, is a leading global apparel company engaged in the business of designing, sourcing, marketing and selling men's, women's and children's sportswear and accessories, intimate apparel, and swimwear under such owned and licensed brands as Calvin Klein®, Speedo®, Chaps®, and Warner's® and Olga®. For more information, please visit Warnaco.com.
Calvin Klein, Inc. is one of the leading fashion design and marketing studios in the world. It designs and markets women’s and men’s designer collection apparel and a range of other products that are manufactured and marketed through an extensive network of licensing agreements and other arrangements worldwide. Brands/lifestyles include Calvin Klein Collection, ck Calvin Klein, Calvin Klein, Calvin Klein Jeans and Calvin Klein Underwear. Product lines under the various Calvin Klein brands include women’s dresses and suits, men's dress furnishings and tailored clothing, men’s and women's sportswear and bridge and collection apparel, golf apparel, jeanswear, underwear, fragrances, eyewear, women’s performance apparel, hosiery, socks, footwear, swimwear, jewelry, watches, outerwear, handbags, small leather goods, and home furnishings (including furniture). For more information, please visit calvinklein.com.
PVH Corp., one of the world’s largest apparel companies, owns and markets the iconic Calvin Klein and Tommy Hilfiger brands worldwide. It is the world’s largest shirt and neckwear company and markets a variety of goods under its own brands, Van Heusen, Calvin Klein, Tommy Hilfiger, IZOD, ARROW, Bass and G.H. Bass & Co., and its licensed brands, including Geoffrey Beene, Kenneth Cole New York, Kenneth Cole Reaction, MICHAEL Michael Kors, Sean John, Chaps, Donald J. Trump Signature Collection, JOE Joseph Abboud, DKNY, Ike Behar and John Varvatos. For more information, please visit pvh.com.
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EDITORIAL CREDIT: Calvin Klein Underwear introduces Calvin Klein Push Positive
IMAGE CREDIT: © 2012 Steven Klein
SOCIAL MEDIA: When Tweeting, please use @calvinklein #PushIt
CONTACTS:
Calvin Klein, Inc.
Jennifer Crawford, SVP, Corporate Communications
212 292 9795 /
jennifercrawford@ck.comVasoula Barbagiannis,
VP, Public Relations – Womenswear212 292 9510
/ vasoulabarbagiannis@ck.com