Calvin Klein is a classical fashion brand with more than 50 years of history in Lingerie to fashion clothing. With the rising of the young generation's market in China, more and more opportunities have to come from communication with younger generations.

However, the brand keeps presenting global materials which don't appeal to the market in China. According to the research report, the younger generation's awareness of brands is beginning to decline, and CK is gradually losing its future users.

Facing this growing competition and losing attention from young consumers due to the restrictions, WM need to rejuvenate CK by finding a new way to express the sexy DNA and grow with this brand-new generation of trendsetters.

#CK meta-gravity universe#

Since I have gravity，So I can make my own universe！

- Speaking on the branding-wise for Calvin Klein, through “Gravitation Band”（引力带）, this tailored made nickname from the enlightenment of CK logo band, we best combine the branding core with metaverse language to communicate with young generations. The result is thrilled, and they are more accepting of this concept. More than that, we create supportive content to ride on the “Gravitation” topic to convey how amazing you are and boldly express the true you.

- For the current young people, "Metaverse" is the virtual space they create independently. They are not only just browsing information, but they also put themselves as part of this virtual space to work, shop, and even create more creative content. As an extension of the natural world's identity, the metaverse provides the opportunity to best yourself even more to attract each other.

The key to earning trust from fashion trend luxury users is looping the young generation to understand the branding identity!

Regarding our insight from the young generation studies, they love to express themselves, especially in the interest-driven domain. They love to express another side to shine in the virtual reality world. Therefore, brands should leverage the topic buzz from metaverse-related content to bond with young generations, and it helps the brands themselves to own the trustworthiness of young generations.

From this in-depth combination of this concept, WM stands for everyone has its unique gravity zone, which portrays as the one and only universe to attract each other. We create the metaverse concept on #CK’s Meta-Gravitation#. We want CK to express its fashion DNA in multimedia dimensions and consistently attract the young generation with its branding gravity.

1. You are your metaverse’s superstar – Virtual Idol.

- co-op in “Virtual Idol’s OOTD.”

- co-create with CELIX赛 (Virtual Idol) in building the planet by # CK’s Meta-Gravitation,# letting CELIX portray different parts of the classic scenarios related to the gravity & CK’s Gravitation Band.

2. Break the limit of dimension – Livestreaming combined with virtual reality.

At 20:00 on May 13th, 2022, CK invited the first virtual fashion Celebrity “Xing Tong” into the brand’s Tmall EC-Liveroom, and the tailored brand hashtag #CK’s Meta-Gravitation# started to be known by more people by this campaign.

3. The One and Only Asset – NFT Collection

During the CVD period, CK changed the gifting of flower giving to the brand's owned NFT asset of tailored made concept in "Love’s Gravity." Provided five different flower choices of giving your lover the one and only infinity flower in the metaverse with a romantic meaning.

- CELIX赛 Video：

TTL IMP：12.9M，TTL ENG：5.8K

- “Xing Tong” EC Live-streaming：

First Time virtual and reality live-streaming in the industry of Tmall .

Approximately 4.3M views. Ranking the 1st in overall men’s fashion category on Tmall. TTL ENG: increased 320 times compared to average daily traffic. Compared with last year’s celebrity collaboration: GMV increased by 19%, traffic increased by 164%, and new members on the brand’s EC store increased by 477%.

- CVD NFT Custom Gifting Box:

GMV increased by 13% compared to the same period of last year.