Calvin Klein on why sex still sells ... and the power of Justin Bieber CK：為什麼主打「性」依舊暢銷與小賈斯汀的魅力
(CNN)It
may be 13 years since Calvin Klein left the fashion house he founded, but the
brand is still using his sex sells advertising ethos.
自從卡爾文·克雷恩（Calvin Klein）離開他創立的時尚之家已經有十三年了，但這個品牌仍然使用他以性作為信仰的廣告特色。
With
one difference. They've added a hashtag.
只有一個差異，就是他們加上了一個標記符號#。
In 2014, the brand launched
its #mycalvins campaign. Enlisted were some of the world's most relevant and
influential celebrities: Canadian singer Justin Bieber, model and reality TV
star Kendall Jenner, rapper Kendrick Lamar, and hip hop star Fetty Wap, to name
a few.
在2014年，CK品牌推出他們的活動「#Calvins」受邀的是一些世界上與CK最相關、最有影響力的名人：包括加拿大歌手小賈斯汀、電視實境秀歌手及模特爾坎達兒·珍娜（Kendall
Jenner）、饒舌歌手肯德里克·拉馬爾（Kendrick
Lamar）以及嘻哈歌手Fetty
Wap等等還有很多人。
They were instructed to post
pictures of themselves in Calvin Klein underwear, with the caption "I ___
in #mycalvin."
他們被指示要發布一些他們自己穿著CK內衣褲的照片，並打上「I ___ in #mycalvin.」的標題。
Something suggestive
normally filled in the blank.
通常都會有些影射性的詞被填到空格內。
"I think the Justin
Bieber thing is brilliant," Calvin Klein, 73, tells CNN Talk Asia.
「我想小賈斯汀的那個很厲害」73歲的卡爾文·克雷恩（Calvin Klein）告訴CNN的亞洲專欄。
"He's right on. Perfect for now. And Kendall Jenner
has a huge following."
「他完全適合這個位置，他現在很完美，另外肯德里克·拉馬爾（Kendrick Lamar）排第二名。」
The
power of social
社群的力量
"Social
celebrities" are those with huge clout on platforms such as Facebook, Vine
and Instagram. Bieber, for example, has 64.8 million followers on Instagram,
while the official Calvin Klein account has 4.3 million.
「社群名人」是指這些在平台上，像是臉書、Vine、Instagram這些平台上有著龐大影響力的人。舉例來說小賈斯汀，在Instagram有六千四百八十萬的追蹤者，而CK的官方帳號只有四百三十萬而已。
As these influencers posted
raunchy images of themselves in their Calvins, the public began to copy.
當這些有影響力的人發布了這些他們自己穿著Calvins產品的私密照片，大眾開始模仿他們。
Today, the #mycalvins
hashtag has been used 362,000 times, with the award-winning campaign touted as
one of the most successful uses of social media in advertising.
現在，#mycalvins的標籤已經被使用了三十六萬兩千次，伴隨著抽獎活動的吹捧，成為最成功的社群媒體廣告之一。
"It was clear in our
new hyper-voyeuristic world that everyone wanted everyone else to see what
(social celebrities) were up to in their underwear," says Courtney
Blackman, founder and managing director of leading London-based fashion public
relations agency Forward PR.
「在這個新的超級愛偷窺的世界,很明顯的，每個人都希望其他人可以看到（尤其社會名人）他們穿著內衣內褲的樣子」領導倫敦時尚圈的公關機構Forward
PR創辦人與董事總經理Courtney
Blackman表示。
Before
Bieber, there was Brooke
在小賈斯汀之前，是布魯克
If Brooke Shields could have
broken the internet in 1981, with the suggestive Calvin Klein ad she starred in
that year, she would have done.
如果布魯克·雪德絲（Brooke Shields）在1981年可以透過當年她主演的影射性CK廣告在社群媒體上掀起網路騷動，那麼她一定也能做到（像小賈斯汀一樣）。
The then 15-year-old was
filmed writhing on the floor in her Calvin Klein jeans, before murmuring to the
camera, "You know what comes between me and my Calvins? Nothing."
這個當時十五歲演出在地板上扭動，穿著CK牛仔褲，並對著鏡頭低語「你知道我跟我的Calvins之間隔著什麼嗎？什麼都沒有」
The #mycalvins phrase was
born.
#mycalvins這個標籤的片與隨即誕生。
"Parents were
upset," says Klein, "but the people we were trying to reach -- young
people -- they were thrilled to have something their parents were upset
about."
「家長們都覺得很不妥」克雷恩說著，「但我們想要接觸的族群是年輕人」--他們對於擁有父母們覺得不妥的東西感到高興。
Controversial advertising
became core to the Calvin Klein business.
充滿爭議性的廣告成為CK業務的核心。
After Shields followed a now
classic black and white ad campaign, shot by French photographer Patrick Demarchelier,
featuring both Mark Wahlberg -- aka "the body" -- and Kate Moss, then aged 17, topless.
在雪德絲關注經典的黑白廣告活動後，被法國攝影師Patrick Demarchelier拍到，擁有模範身材的馬克·華伯格（Mark Wahlberg）與當時十七歲的凱特·摩絲（Kate Moss）皆上身赤裸。
"I
created my own advertisements. I chose the photographer. I chose the models,"
Klein says.
克雷恩說「我創造我自己的廣告，我自己選攝影師，自己選模特爾」
Back
to the future
回到未來
Today, Calvin Klein the
brand it seems has come full circle -- the #mycalvins hashtag being a throwback
to those words uttered by Shields.
如今，CK這個品牌看起來繞了一圈又回到原點，#mycalvins的標籤回歸到了當初雪德絲所說的這些字句。
What does Calvin Klein the
man -- who still has financial interests in the company -- make of it all?
那麼在這間公司仍然擁有財務利益的卡爾文·克雷恩（Calvin
Klein）本人是怎麼看這件事的？
"I
think they're doing a good job of targeting the market they are after," he
says.
「我覺得他們在做目標市場設定這塊做的很好。」他說。
"(If social media had
been around 13 years ago) I would have used it to my advantage ... and created
images that people -- well, their jaw would have dropped."
「（如果社群媒體在十三年前就有）我就會拿來利用…並且創造讓人…下巴驚訝到掉下來的形象。」
Crucially, the brand hasn't
lost sight of how to monetize on its huge social reach.
關鍵的是，這個品牌在如何利用他們龐大的社群接觸來賺錢從來沒有失去大眾的關注。
The
best #mycalvins posts, mostly shot by the public rather than celebrities, are
published on a microsite, which --
of course -- is shoppable.
最棒的#mycalvins標籤文章，大部份都是由大眾拍攝的，而不是名人，這些照片被擺在一個微型網站上，當然，這是一個可以購物的網站。
"The campaign is not
far off from the 90s campaign starring Kate Moss and Mark Wahlberg," says
Blackman.
「這個活動其實跟90年代由馬克·華伯格（Mark Wahlberg）及凱特·摩絲（Kate Moss）代言的活動並沒有差多少。」Blackman表示
"But add user-generated
content to the mix via Instagram, Twitter, Snapchat, YouTube, Facebook, and you
multiply the visibility to a global audience.
「但是增入了使用者世代的內容，透過Instagram、推特、Snapchat、Youtube、臉書，而你可以看到對於全球觀眾，他們有多元管道的曝光」
"The campaign has
without a doubt cemented Calvin Klein's relevance and influence in the 21st
century and has increased its own social media following and sales -- the
ultimate goal -- to boot."
「這場活動毫無疑問是在凝聚CK在21世紀的連結力及影響力，並增加他們擁有的社群媒體與銷售—最終的目標是—獲利。」
What
does Calvin Klein do in his Calvins?
卡爾文·克雷恩（Calvin Klein）在他的CK裡面做什麼？
As for the man himself, how
would he complete the "I ______ in my #calvins" phrase that has gone
so viral?
問問卡爾文·克雷恩（Calvin Klein）本人，他會怎麼填「I ___ in my
#calvins」這個熱門片語？
He laughs, and then takes a
second to think.
他笑著想了一下。
"I mean, I've been in
my underwear long before any of them."
我說，我穿著我CK內褲的時間比他們任何一個人都還要更久。」
原文網址 http://goo.gl/mNy2gr
