Calvin Klein Jeans

THE CHALLENGE

Reclaim Calvin Klein’s position as the original designer denim brand by disrupting the denim competitive landscape and exciting wholesalers, franchisee retailers, the press and consumers.

THE IDEA

Develop a new pioneering, interactive fit guide for Calvin Klein Jeans that could live both in-store and online.

THE EXECUTION

A shop-in-shop concept featuring 13 female and 9 male fits that are fully interactive across a Sumo table monitor, virtual mannequins and a wall and table zipper. The fully interactive guide was integrated across desktop, tablet and mobile, so an experience could start on one device and the transaction completed on another.

THE RESULTS

Beta testing began March 2014, global rollout begins September 2014.
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