Product details

The case deals with the controversial advertisement campaigns launched by the US-based fashion house Calvin Klein from the late-1970s 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 analyses 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 the events at Calvin Klein in the early 21st century, and points out the company''s continuing focus on generating sales through erotic advertisements. The case is structured to enable students to: (1) understand the nature of the business fashion houses (such as Calvin Klein) operate in and the intense competition between them; (2) analyse why companies resort to sensationalism while promoting their products/services; (3) understand the moral, ethical, social, legal and financial implications of using excessive sexual content in mass media advertisements; (4) learn how such actions can negatively effect a company and alienate it from its stakeholders; and (5) appreciate the importance of self-regulation for companies to ensure that young teenagers and children are not exploited in any manner for business gains. The case is aimed at MBA/PGDBA students, and is intended to be part of the marketing curriculum. The teaching note does not contain an analysis of the case.