Abstract:
The case deals with the controversial advertisement campaigns launched by the USbased fashion house Calvin Klein from the late1970s to 2003. It gives information about Calvin Klein, the designer's, evolution over the decades into a successful businessman. The company's entry and success in the jeans, underwear and fragrance businesses is examined. The case then discusses the various Calvin Klein advertisements that angered business partners, religious leaders, family welfare groups, customers and a host of other factions for their excessively sexual content. It critically analyzes two of the most controversial issues (the 1995 'kiddie porn' campaign and the 1999 advertisements for children's underwear), wherein the company was accused of sexually exploiting children. Finally, the case covers covers the events at Calvin Klein in the early 21st century, and points out the company's continuing focus focus on generating sales through erotic advertisements Issues:
• Understand the nature of the business fashion fashion houses (such as Calvin Klein) operate in and the intense competition between them • Analyze why companies resort to sensationalism while promoting their products/services • Understand the moral, ethical, social, legal and financial implications of using using excessive sexual content in mass media advertisements ++ Font | Font --
Calvin Klein's Scandalous Advertising Morality vs Money Case Details Case Intro 1 Case Intro 2 Excerpts
ICMR HOME | Case Studies Collection
<< Previous 1
"Jeans are about sex. sex." "
Case Details:
- Calvin Klein, in September 1991. Case Code : MKTG084
"Only soulless corporations such as Calvin Klein, unendowed with
social responsibility or morals, are allowed to degrade our freedom and humans rights to make a buck."
Case Length : 13 Pages Period : 1974-2003
- A Chicago Sun Times quote as available on Pub Date : 2004 www.americandecency.org. Teaching Note :Available (3 Pages) "The furor caused by Calvin Klein's 1995 jeans campaign, featuring
Organization : Calvin Klein
childlike models, most probably is unrivaled in American advertising Industry : Fashion history."
Countries : USA
- 'Ad Agency Employees Give Views on Calvin Klein, Benetton Ads,' Marketing News, September 23, 1996.
To download Calvin Klein's Scandalous Advertising - Morality
Advertisements? OR Child Pornography?
vs Money case study (Case Code:
Since its inception, the global
MKTG084) click on the button below,
fashion industry has been subject to moral and ethical controversies. This is because the diverse socio-
and select the case from the list of available cases:
cultural norms in different parts of the world make it difficult to define the thin line between fashion and vulgarity. However, there have been times when even
Price:
the most liberal fashion aficionado
For delivery in electronic format: Rs.
was shocked by certain
400;
advertisements. The 1995
For delivery through courier (within
controversy surrounding one of the world's most popular fashion labels, Calvin Klein, is the perfect
India): Rs. 400 + Rs. 25 for Shipping & Handling Charges
example of one such advertisement campaign. This campaign generated unprecedented outrage among
Gadgets powered by Google
the entire United States (US) for its alleged use of youngsters in a » Marketing Case Studies
sexually provocative manner.
» Marketing Management Short Case
Termed as 'kiddie porn' (pornography featuring children), this multi-media campaign comprised print and television commercials
Studies
that were indeed very scandalous. They featured very young
» View Detailed Pricing Info
teenage boys and girls, who were portrayed as if being auditioned
» How To Order This Case
for a performance in an adult movie.
» Business Case Studies
The advertisements began appearing in print, electronic and
» Case Studies by Area » Case Studies by Industry
outdoor media (the YM magazine, music channel MTV and buses for
» Case Studies by Company
instance) in July 1995 (Refer Exhibit I for the advertisements). Objections arose against the
partner-pub-308
ISO-8859-1
advertisements throughout the US. Parents, retailing companies (such as Dayton Hudson Corp.) and many child welfare groups
Search
w w w .icmrindia.o
w w w .icmrindia.o
(notably, the American Family Association) and religious groups voiced their anger against Calvin Klein. The US Federal Bureau of
Please note:
Investigation (FBI) launched a probe against Calvin Klein in
This case study was compiled from published
August 1995 to check whether the
for class discussion. It is not intended to
company had broken any laws. Calvin Klein's Scandalous Advertising - Morality vs Money Case Details Case Intro 1 Case Intro 2 Excerpts
<< Previous Advertisements? OR Child Pornography? Contd... Calvin Klein sources meanwhile denied that any l aws had been violated and claimed that the models used in the campaign were all above 18 (some reportedly as old as 29 years). There was nothing unusual about these developments as far as this fashion label was concerned since its advertising history was fraught with numerous such shocking campaigns. Beginning with a campaign featuring Hollywood actress/model, Brooke Shields in 1978, Calvin Klein's advertisements had become synonymous with sex and eroticism. Over the decades, the label continually played along the fashion/obscenity line to cash in on the fact that the controversies and the brand's 'rebel' image successfully lured the customers.
sources, and is intended to be used as a basis illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
Analysts said that Calvin Klein had come to be known as a company that liked to generate sales through scandals and featured nudity on a regular basis in its advertisements. However, most of them seemed to agree that this time around, the company had gone too far.
