Calvin Klein Drops Runway Fashion, Opts for TikTok for Online Marketing

Creative director of Calvin Klein, Raf Simons has left the company and his entire runway line will be shut down, laying off a considerable number of people and shutting down the Milan headquarters. The brand presented its first campaign on the prominent social media platform TikTok a week before it was announced on the runway. Shawn Mendes, Kendall Jenner, and Rocky are just some of the stars who appear in the latest Calvin Klein "My Calvins" jeans and underwear commercial campaign, which is aimed at younger consumers.

Despite Calvin Richard Klein’s reputation for being cautious when it comes to digital marketing, the brand's full embrace of TikTok is not surprising given the platform's potential and the circumstances in which it finds itself.

A deeper insight on the matter

The reason TikTok is becoming more tempting for companies right now is that there's a lot of possibilities to have an influence organically. The level of participation is astounding. It isn't overcrowded or completely pay-to-play like some other platforms, unlike some others. On the platform, "American Idol" held a hashtag challenge, which garnered 37.2 million impressions. Calvin Richard Klein is reorganizing its operations and trying new things. The best spot for that is TikTok."

Calvin Klein advertisements have become a part of pop culture. There's no denying it, especially for those of you who grew up with posters like that affixed to your walls. However, despite their status as a household name, their recent results have not been great. Using a new social media platform centered on user-generated music videos wasn't something anyone had anticipated. Calvin Klein, on the other hand, has found a new audience on TikTok. Calvin Klein's TikTok campaign has already received more than 10 times as many views as their Justin Bieber campaign.

TikTok's successes aren't guaranteed for the foreseeable future, but if consumer brands want to reach new audiences, they need to start thinking about new platforms as part of their marketing strategy. Anything goes when a famous company like Calvin Klein is involved. Calvin Richard Klein has already seen the benefits of TikTok. As soon as the brand launched My Calvins on the site, it was viewed more than 10 times as many times as its Justin Bieber ad, which was launched in the spring of 2015, the company stated. TikTok, according to Calvin Klein, is an attempt to reach a younger, hipper audience.

Key Facts about TikTok

In China, TikTok was first introduced as Douyin in 2016, and it became known as TikTok around the world a year later. Short movies of up to 60 seconds can be posted on TikTok, just like Vine did before it was shut down. Currently, it has around half the number of active users as Instagram, but given that the network only launched outside of China two years ago, its growth has been spectacular nonetheless.

With only a few months under its belt, TikTok has already established itself as a promising new platform for businesses to enter. For its youthful demographics, 41 percent of its audience is aged 16 to 24 years old. Because there are fewer brands on this network than on others like Instagram, there is less rivalry and more opportunity for organic interaction.

Up until now, only a small number of fashion labels have embraced TikTok. Since last year, Guess has been one of the first companies to start a denim campaign aimed at Generation Z. TikTok is being treated as an ideal venue for Calvin Klein to target Gen Z, in light of the brand's recent decision to discontinue its runway fashion line.

TikTok has an incredibly young female audience, and it's a tremendously engaged audience. Females aged 16 to 24 have a 60% chance of being reached. While it's not the most popular social media network, it has a high level of user interaction. These new surroundings are in high demand among today's youth. They want something new that's all theirs because their parents are all on Facebook.

For brands, new platforms may be both a blessing and a curse. Brands need to perform their research and make sure the new platform is a good fit and worth the investment before launching a new campaign on a new platform.

Brands first need to obtain a fundamental grasp of the new platform's community and landscape. "Then, they'll need to work on their positioning. Is there anything new they can bring to the table, and how can they do it uniquely? Last but not least, be prepared to stick with it if you want to build a following.”

To succeed in the digital era, Calvin Richard Klein must keep its brand's character while appealing to a younger demographic. The company needs to focus on being successful as it explores new channels in this new terrain for Calvin Klein.

Why Tiktok is preferred by brands like Calvin Klein

In the last few years, TikTok has generated a lot of talks, and that enthusiasm is just growing. It was created in 2016 as a video-sharing platform where users may create and modify their videos and share them with others. There are now more than 150 countries where it's being used as a result of its popularity. TikTok for Business can significantly assist your brand or business in gaining new clients and customers.

The TikTok craze has primarily taken hold among the younger demographic. A look at the TikTok consumer chart can help explain why so many content producers and influencers are flocking to the platform since it shows that the majority of customers are in their teens and early 20s.

In light of the growing popularity of the TikTok app, many brands are looking into how they can leverage TikTok to raise awareness about their products and services. Every week, TikTok receives a slew of new features and enhancements. Currently, TikTok has 800 million active users globally, making it the fastest-growing app in the world. Instagram, on the other hand, took six years to amass the same number of active users as TikTok.

It has been downloaded more than 2 billion times on the App Store and Google Play. At the end of February 2019, the app has surpassed one billion downloads and was just eight months away from achieving half a billion. Because TikTok for Business is expanding at such a quick rate, marketers have an abundance of options for utilizing influencer marketing campaigns.

TikTok has the highest long-term potential of any social media platform. But why is that? The organic potential is huge, and there are a large number of engaged people who are creating and consuming content in a way that feels uniquely theirs. TikTok, unlike other social media sites, allows fans to see and hear the true faces and voices of their favourite creators, frequently without the use of filters. As a result of sharing, TikToks can readily spread to other social media networks. TikTok videos can be shared across many social media platforms since some post them to their main accounts, while others post them to their secondary accounts.

Over 2 billion people around the world have downloaded the app since it launched in 2017. For every person who sees your content, you may potentially earn thousands or millions of impressions for your company on the app.

TikTok is a medium for natural expansion

This fast-growing social media site has a unique, inventive algorithm that allows your account to be seen by a large number of people based on how much they enjoy your content. Like Instagram's algorithm, posts or profiles that users interact with the most appear at the top of the feed. You're more likely to see content from a certain creator in your feed if you watch more of their work On TikTok, video completion is really important. TikTok's algorithm is more likely to recommend a video to other users' feeds if they view it in its entirety. As a result, the more people who watch the video, the more places it will appear on their feeds in the future.

Final Words

We have seen in detail, why big names like Calvin Richard Klein are attracted to the Tiktok platform. When compared to other social media networks, TikTok provides several unique features. Unlike other social media networks, TikTok makes you feel like you're part of a larger community. Everybody may find a place to belong in one of the many specialty groups that have sprung up in the last year or so. As an illustration, consider the specialty communities of BusinessTok and BrandTok, where business owners and executives exchange ideas, lessons learned, and even live to stream their events.

Unlike other social networking networks, such as Twitter, users on TikTok can see and engage with each other. A more authentic relationship can be made through video responses and duets. To know more about trending topics related to the Fashion industry, visit the Fashinza platform.