Calvin Klein latest underwear and jeans Campaign theme is 'Family (Our Family)', Calvin Klein website first on the line. Unlike the previous # mycalvins series, to find celebrities, supermodel and the network red group promotional photos, the creative director Raf Simons only found composer and performance artist Solange. The rest was selected by Solange, including R & B singer Kelela, producer and singer Dev Hyne of Blood Orange, musician Caroline Polachek and Adam Bain br idge (producer and artist behind Kindness).
This is Calvin Klein's first digital-first campaign. On the sales channel, brands for the first time abandoned the priority of department stores, first on the official website and Amazon.
It is worth mentioning that, Amazon also got some exclusive style, launched a dedicated Calvin Klein page Calvin Klein and Amazon cooperation not only online, until Thursday, December 31, New York and There is an intelligent flash store in Los Angeles, with Am in the dressing room az On Echo smart audio, what about the product can ask Echo, but also let it help you control the light and play music.
At the same time, buy clothes in the flash shop to provide custom embroidery services, you can also pay directly with the Amazon APP.If the prevailing eCommerce buzzwords, Amazon this cooperation is also a new retail attempt, and has been as Calvin Klein is the first major retailer's department store to wait until after January Christmas to get the latest models Calvin Klein be the first wave of cooperation with the Amazon depth and exclusive style sales of fashion brands, in addition to N ik e, Kate Spade and Levi's are also selling some styles that Amazon can not buy elsewhere.
As fewer and fewer people go to department stores, it is clear that fashion brands are turning to the e-commerce platform where consumers gather, with Amazon the largest e-commerce platform and the largest apparel seller almost no match for it Amazon has been quietly working on fashion categories.'Fashion is one of our fastest growing categories and we are always looking for new ways to reach consumers, 'said Michelle Rothman, an associate director at Amazon Fashion.
Since 2007, Amazon started to launch its own brand of watch, shoes, apparel, underwear and so on. It has also launched Endless, an e-commerce website that has been active for 6 years in the main luxury and fashion products, launching prime wardrobe to try on clothes Member services.But luxury brands in this area has been very picky, willing to do some try away from Amazon's top luxury goods are still some distance away, Calvin Klein cooperation is only underwear and jeans line.
In China, the e-commerce environment is more mature, consumers are more accustomed to spending online purchase mode, the relationship between luxury goods and e-commerce is also getting closer.Game a lot of litigation Gucci and Lynx and, Said to be together to carry out intellectual property protection, Lynx this year also launched a luxury platform Luxury Pavilion, the first settled, including Burberry, Hugo Boss, Maserati, sea blue mystery, Guerlain, etc. Jingdong invested luxury e-commerce Farfetch It brings a lot of luxury brand resources, the future may have more cooperation. Author: elegant