Calvin Klein’s new stores connect customers to its Menswear and Underwear brands
Calvin Klein’s new stores connect customers to its Menswear and Underwear brands
5 PagesCalvin Klein’s new stores connect customers to its Menswear and Underwear brands Building retail stores that reflect brand vitality and allure “The only way to advertise is by not focusing on the products,” said fashion legend Calvin Klein during a magazine interview in the 1980s. At the time, Klein was referring to his wildly successful advertising campaign for blue jeans. But the same idea applies to anyone trying to market an aspirational style or brand. Marketing executives, suggested Klein, need to step back from their products and emotionally connect customers to their brands. In recent years, Calvin Klein – the fashion house, not its founder – sought a deeper brand connection with its customers by opening CLIENT Calvin Kleinits own retail stores across the globe. And while g
