Offering New York’s Flatiron District and college campuses across the country a digital experience, Calvin Klein Inc has collaborated with Amazon Fashion to create an interactive brand event at the Flatiron Plaza. News of the partnership for this event follows the success of 2017’s holiday retail experience. The market will be a three-day event aimed at immersing visitors in a physical marketplace with a variety of digitally enhanced experiences.
Amazon has been selling Calvin Klein Jeans for ten years and has also sold the brands underwear for eight. The Calvin Klein x Amazon Fashion NYC Market is set to bring Calvin Klein Jeans’ fall ad campaign to life using interactive stalls that feature an integration of product and technology. With a photographer present to capture photos, visitors will be able to re-create the brand’s ‘Together in Denim Billboard’ campaign.
The market also features games that offer visitors the opportunity to win prizes such as Amazon devices, Calvin Klein Underwear, Jeans and other exciting products and accessories only available at the event. An Amazon Alexa Jukebox Lounge will feature an updated version of a classic jukebox using Alexa to control music and lighting. Various other features and activities will be presented throughout the event with brand ambassadors and other personalities also set to visit the market.
“The continued collaborating with Amazon Fashion allows us to reach new and existing consumers through a youth-targeting marketing approach. By joining Amazon Fashion’s digital expertise with Calvin Klein’s physical presence, we are creating a ‘phy-gital’ experience in the middle of New York City, reinforcing our commitment to a consumer-first strategy,” said Marie Gulin-Merle, chief marketing officer of Calvin Klein Inc.
“We expect the event will create an emotional engagement with Calvin Klein, a key priority for us as we evolve from being a famous brand only to also being a favourite brand. We are prioritising an always-on, digital-first marketing strategy, which is where the link to Amazon digital experience came in. The immersive event experience is a way to bring the Calvin Klein Jeans fall campaign, ‘Together in Denim’, to life in an inclusive and participatory way. We are especially excited to celebrate the fall collection as it is the first Jeans collection designed wholly under the creative direction of Raf Simons.”
“The immersive physical experience and the digital experience are a great complement to one other – O2O (online to off-line) is where the magic happens. Consumers today want the flexibility to shop whenever they want, however they want.”