Grant
COMM Jonathan 1110-A
9/27/10
SP: The specific purpose is to inform my audience about Calvin Klein.
CI: I want the audience to walk away remembering the history and success of the Calvin Klein
fashion brand.
Introduction:
Perfume and Cologne. Underwear. Marky Mark. Calvins. When
these words comes up, only one brand comes to the minds of men and women across the world
more than not. Calvin Klein is that world famous brand that exudes sheer sophistication,
unmatched when presented in public or in private. There are endless reasons why Calvin Klein
is one of the most popular lines in the world today. However, being that I am a pretty steady
consumer of the companys products and a strong believer in a sense of fashion and style, I am
going to inform you of only a few ways this brand gained its credibility and high regard. Of
course Calvin Kleins history is very unique and important, and you might get lost on the ride
through their history as it has the fair share of ups and downs. The one thing you will know for
sure is that company has had more success than failure, which is justified by the fact that I am
sure every man in here has one piece of Calvin Klein clothing in his wardrobe. Just as well, I
know every woman not living in the dark in the 90s remembers pop singer, Mark Wahlberg as
Marky Mark strutting around in his Calvin Klein underwear for their enjoyment. I will explain
that this underwear line and the admired fragrance line are two key reasons for great success the
brand has experienced throughout its existence.
Transition First I will discuss the history of this clothing line.\
Body:
I.
The story of Calvin Klein, the brand, starts back in 1968.
A. Within one year, Mr. Klein appeared on Vogue Magazines cover.
B. With the company facing bankruptcy, drastic changes would need to be made
which lead to the present world famous fragrance and underwear lines.
C. By 2008, Calvin Klein took on a major position in Americas Next Top
Model.
Transition Next lets look at how what strategies and products really made the brand get out of
trouble and really become the success that we all know it today.
II.
Calvin utilizes Klein the elements of fragrances and advertising to the fullest and
is not afraid to go where no other brand will.
A. Their first fragrance was cologne for men that started in 1981.
B. Kleins advertising campaigns prove to be controversial and very successful
1. Marky Marks career as an A-list actor really catapulted because of
Calvin Kleins underwear campaign.
2. The element of the Internet brought the strategy of domain names to the
brand.
Transition Ultimately in conclusion, there is no surprise why Calvin Klein is one of the most
popular brands worldwide, especially when you think of men.
Conclusion:
In business you will have the inevitable highs and the lows. The
popularity that Calvin Klein has now shows us that any company is destined to go through such
cycles because the world is forever evolving. I believe the message is that whatever
circumstances come a companys way, you must adapt in stride in order to obtain your survival.
This clothing line adapted with their lines in fragrance and underwear and became world famous
for it, mainly because nobody had ever gone that route. Putting a popular face behind the brand
is always a tremendous help as well, in such cases as Mark Wahlberg. To me it doesnt matter
what the business is. The magnificent tool of the internet can and should always be exploited as
a part of success in todays day and age because it is becoming more and more a part of everyday
life for people around the world. Progression is the key in this industry and Calvin Klein, the
man, said it best. I dont dwell on success. Maybe thats one reason Im successful.
References:
Calvinklein.com. (2010). Retrieved September 23, 2010, from
http://www.ck.com/corporate.aspx.
Calvin Klein, Inc. (2003). Retrieved September 24, 2010. International Directory of Company
Histories, Vol. 55. St. James Press. < http://www.fundinguniverse.com/companyhistories/Calvin-Klein-Inc-Company-History.html>.
United States Securities and Exchange Commission. (2010). Retrieved September 24, 2010.
Warnaco Group, Inc. < http://www.faqs.org/sec-filings/100302/WARNACO-GROUPINC-DE-_10-K/>.