NEW YORK — Calvin Klein is going back to the beach.
After blanketing Panama City Beach, Fla., a year ago with images and marketing plugs for its CK Calvin Klein products, the company is doubling its efforts for 2003 with a multibrand campaign targeted at 500,000 college students heading to the resort for spring break festivities next month.
Following an impressive reaction to the grassroots marketing program last year, as well as the popularity of underwear model Travis Fimmel — who made personal appearances on the designer’s behalf — the company has expanded the branding program to include its own beach compound, an e-mail campaign and CK products placed in students’ hotel rooms.
"Last year’s spring break promotion was very well-attended and the response to our branding events and activities surpassed expectations," said Kim Vernon, senior vice president of global advertising and communications. "This year’s challenge was to expand on the interaction with the target by adding branding and promotion, which we have achieved with stronger retail tie-ins, the unprecedented in-room branding, overall hotel connection and the e-mail communication post-spring break. CK brand products will be unavoidable, but integrated into a fun and value-added format."
Starting Monday through March 29, Calvin Klein will host music, beach and night-club activities throughout Panama City Beach, which is the most highly attended spring break destination in North America. A CK Beach Oasis will also be created with thatched-roof huts and palm trees, as well as CK branded beach furniture, where students can "relax, recover and recline" with body spritzers, a massage therapist and sound-canceling headphones. Promotions such as Calvin Klein-sponsored contests (think a quick-change race between two students to change into each others’ swimsuits) and a CK Jeans VIP room at the Spinnaker night club will also be anniversaried.
CRK Advertising, Calvin Klein’s in-house agency, has also created mirror decals, travel kits featuring the Crave fragrance and CK-branded doorknob hangers (reading "crashed," "do not disturb," "making waves," or "at the beach") that will be placed in the 383 guest rooms of the Sun Spree Resort.
As a follow-up, CK staff will be collecting student’s e-mail addresses for a post-spring-break promotion tied to department stores across the U.S. The promotion, coordinated with the Boston-based youth marketing firm Mr. Youth, will include placements for CK Calvin Klein Jeans, Calvin Klein Underwear, Crave and CK One fragrances, CK swimwear, eyewear, watches and socks, and Calvin Klein women’s accessories.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast