Calvin Klein looks ahead and ditches print for 2019

Next year will be digital only for Calvin Klein. Following unimpressive third quarter results, the Calvin Klein brand has announced that it will cease its use of print advertisements as of February 2019.

The brand will initiate a digital-first marketing plan, that focuses on more posts on social media and the use of micro-influencers to reach consumers. The use of micro-influencers is becoming increasingly favorable to advertisers; the belief behind the strategy is that infleuncers with smaller followings are trusted more by their audiences than those with millions of followers, leading to higher conversion rates.

Calvin Klein recognizes that its target consumer base of millennial and Gen Z shoppers use social media actively, and aren't buying print publications. A direct to consumer, social-first strategy is a more streamlined way to build a connection with this demographic.

“As we move into 2019, we believe the consumer will increasingly feel more connected to the brand as we offer a more commercial product and marketing experience to capture the long term opportunity for the Calvin Klein business," Emanuel Chirico, chairman and chief executive officer of parent company PVH Corp said in the company's third quarter post-earnings call.

Chirico said he was disappointed with the lack of return on investments during the quarter. Products didn't sell as the company anticipated, due to what Chirico called styles that were "too elevated" for the Calvin Klein consumer.