Calvin Klein Goes Digital
In our increasingly digital world, many companies are beginning to steer away from print ads, going completely digital. Calvin Klein is the latest brand added to this bucket.
Starting February 2019, the company will cease all print ads and take a "digital-first, socially amplified model" with a strong video element. It plans to be more active on its social media platforms like Instagram which expanded shopping features to its stories. The brand will work with micro-influencers and host unique experiential activations to capture a younger segment who are less likely to read print publications.
According to Emanuel Chirico, owner of Calvin Klein, "the company will work to make the lines more commercial and focus more on digital media buys" in order to make up for its disappointing results in Q3.
As spending on magazine ads decreases by millions each year, more companies will jump on this digital bandwagon, and Calvin Klein is just the latest of them.
Will print publications disappear in five to ten years? Let us know what you think in the comments below!
