Know-How Exchange : Student Questions

How Older Businesses Are Using New Social Media
How To Reinvent Your Business During A Recession

"How a fashion brand has successfully repositioned itself over a few decades, staying relevant to teen culture" eg Calvin Klein. Each decade this brand has repositioned itself as cool to the hip youth generation of that decade.

Calvin Klein was selling expensive haute couture in the early 70s and saw an opportunity to create a line of designer denim. He used a 15yr old Brooke Shields posing provocatively with the famous line 'Wanna know what comes between me and my Calvins - nothing'. Shocking at the time. Sold $$ to the youth of the era who wanted to rebel against parents.

He did it again in the 80s, becoming relevant to the next generation of youth. He used Marky Mark Wahlberg and a young Kate Moss. Marky grabbing his crotch, wearing low slung Calvins, and Kate semi naked. Shocking at the time. Again, sold $$ to the youth of the era who wanted to rebel.

In the 90s his campaigns were about androgeny. Again shocking, again becoming relevant to the next generation and selling $$ to the rebellious youth.

Take a look at his Kiddie Porn campaign (I think late 90s early 00s). FBI investigated, Bill Clinton complained. But what happened - again the jeans flew out the door to that generation of youth.

He has sold his company, and the latest campaigns are focused on celebrity. Not so shocking or rebellious, but perhaps still very relevant to the latest generation of celebrity worshipping teens.