Our Look at the Smartest Marketing Concepts of Spring 2015

By Kenneth Richard | The Impressionist

The lion’s share of fashion advertising was predicated on a model that included two shows per year, two ad campaigns per year, and public relations pushing out product for long lead print vehicles. Today that model is obviously quite antiquated and marketers find themselves having to work harder, faster, and smarter to cut through the clutter than inundates today’s consumers and deal with the multiple ‘boxes’ that are always on. This need to always be ‘on’ is compounded by many houses need to grow distribution via the internet, retail as well as wholesale – resulting in essentially two target markets, the end users and the gate keepers who enable brands to be sold in their channels.

For Spring 2015 a number of innovators took risk to enable their houses to stand out from the crowd be it via public relations, showmanship, leveraging new technologies in new ways, or simply magnifying their reach via new partnerships. This week The Impression partnered with ‘A Fashion’ video to applaud 5 of those innovators, 1 per day, for their smart marketing and ability to buck the system and take calculated risk.

Here are The Impression’s 5 Smartest Marketing Concepts of Spring 2015.

No.1 Calvin Klein



Video Created by | A Fashion

Editor | Anna Lovisa



Calvin Klein Jeans | Justine Bieber Campaign
Agency | Wednesday Agency NY & CRK (Calvin Klein in-house agency)
Creative Directors | Erik Torstensson & Melisa Goldie
Photographer | Mert Alas & Marcus Piggott
Models | Lara Stone & Justin Bieber
Video Director | Johan Rencks

Calvin Klein Jeans | Kendall Jenner Capsule Collection Campaign
Agency | In-House
Photographer | Alasdair McLellan
Models | Kendall Jenner
Stylist | Melanie Ward

Calvin Klein Underwear Campaign
Agency | Laird + Partners
Creative Director | Trey Laird
Photographer | Mikael Jansson
Models | Kendall Jenner