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Agenda-setting intelligence, analysis and advice for the global fashion community.

Calvin Klein, Levi’s and the Real Value of Marketing

Both brands are leaning on high-profile advertising campaigns to refresh their image. We’ll find out this week whether that’s translating into increased sales.
Calvin Klein tapped Jeremy Allen White for its latest underwear campaign
Calvin Klein tapped Jeremy Allen White for its latest underwear campaign (Mert Alas)

It would be a bit much to credit the rebound at Calvin Klein entirely to a billboard of Jeremy Allen White in boxer briefs. Shares of parent company PVH, which also owns Tommy Hilfiger, had been climbing for weeks before the campaign’s Jan. 4 unveiling. Wall Street analysts are more likely to credit efficient inventory management and supply chain cost savings than a prestige tv star’s abs.

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