Buying brand name underwear is the simplest and cheapest way to access the luxury of a firm that, in another range of garments, is inaccessible. There may be some truth to this and the sales boom that is the Calvin Klein brief, but the item of choice among underwear is usually t-shirts.
These go with everything, they can be worn under a shirt and above all they show off the brand's logo, which gives status. This is not the case of the "gayumbos" converted in these years into a symbol of power and sensuality. Many men and women reveal their Calvin Klein under their jeans or skirts in a "casual" way, or even wear them as shorts and a beach accessory but... Why?
In this note we tell you the history of Calvin Klein underpants and what is special about them. An inspiring formula for your business and a manual on how to turn a simple product into an icon desired by all.
A bit of history
The brand was founded in 1969 and already in the 80's it was considered one of the leaders in the United States with international projection. His jeans were a success in the market and one of the best-selling garments. For this reason, in 1982 and to expand the business, the firm decided to launch Calvin Klein underpants.
The campaign that advertised them is not very different from those we can see today: an Olympic athlete was the protagonist Tomás Hintnaus portrayed by Bruce Weber with immaculate white briefs against a sculpture and the blue sky in the background.
Success was driven by context, plus a couple of good marketing ideas, talented photographers, and a clear brand vision. 1980 was the time of tanned, sculpted bodies and fitness fever. The physical ideal of male beauty was Arnold Schwarzenegger, a successful acting bodybuilder.
On the other hand, the model chosen by Calvin Klein -Hintnaus- was perfect, not only because of his muscular and worked body, but also because he represented the multiculturalism of the United States and the idea of the "American dream" as the son of immigrants. He was the son of Czechs, he was born in Brazil and raised in the USA.
Sensuality was also part of the combo. The underwear was sold well fitted on the body of a man who seemed carved. And of course, since the beginning of time, sex sells. At that time the marketing strategy to sell and advertise was precisely "not to focus on the product".
Vision, adaptation and success
In the early 1990s the company was on the brink of bankruptcy for expanding its business through licensing. His underpants and the new line of fragrances were the ones who rescued the firm from that situation. His perfumes, currently, continue to be an object of desire and adoration of men and women.
John Varvatos was the creative director of the house's men's line and was a pioneer in creating boxer briefs. It was a hybrid between baggy boxers and briefs. Thus a new icon of the brand was born. The model chosen this time was Mark "Marky Mark" Wahlberg, a successful member of the band New Kids on de Block.
Kate Moss, the model of the moment, was also part of that unforgettable campaign.
It was just about the time it became fashionable to flash the band of underpants to flaunt the brand name as a status symbol.
Fashion editor Sam Diss gave a good explanation at the time. For him to wear and show them they gave the sensation of being the singer himself, but without the obligation to work his body for hours in the gym or have his talent.
Thus came the age of the Internet and advertising changed. Social networks ejected the power of the brand's communication to Instagram and then the models became younger, between 18 and 29 years old. Justin Bieber as one of the exponents makes it clear.
In its first 48 hours this campaign got more than 1.6 million interactions on Instagram and its sales exploded. The products of its underwear line diversified, adding classic and innovative women's garments, versatile and also unisex.
On the other hand, the brand's actions in networks are multiplied with care and dedication by the most representative figures of young people, such as Kendall Jenner.
And thus, the explanation for success is once again the same as at the beginning, a great capacity for adaptation and, above all, not focusing on the product to sell.
