Calvin Klein—known as much for its iconic denim as it is for its luxurious, glossy and often controversial print campaigns—is saying goodbye to print.
Next month, CK will focus largely on digital marketing, with any future print ads a complement to its digital strategy, Digital Media Solutions reported.
The target of both digital and social campaigns—with video the preferred format—will be Millennials and Gen Zers, generational groups that are less likely to come across print ads and more likely to find and engage with the brand through digital and social content.
The Association of Magazine Media reported print ad spend for the 50 biggest advertisers in 2017 fell to $6.1 billion from $6.5 billion in 2016 with roughly 6.2 percent loses in print ad revenue, DMS said.
CK said it planned to begin a new “consumer-centric” marketing strategy that will also include micro influencers and local activations.
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The announcement comes on the heels of disappointing third-quarter earning for Calvin Klein Jeans and Calvin Klein 205W39NYC collection.
Earlier this month Adweek ran an article about CK’s four most controversial print ads including Brooke Shields in skin-tight denim and exposed midriff, a naked Kate Moss draped across a couch advertising CK Obsession for men, Mark Wahlberg (and his washboard abs and crotch grab) and risqué group shots.