Calvin Klein teams up with Amazon Fashion for “phygital” NYC Market experience

By

Robin Driver

Published
Oct 3, 2018

Following last year’s successful holiday retail collaboration, PVH-owned lifestyle brand Calvin Klein has joined forces with Amazon Fashion again to bring an immersive brand experience mixing physical and digital retail to NYC’s Flatiron Plaza this October.
 

Visitors to the Calvin Klein x Amazon Fashion NYC Market will be able to try on Calvin Klein Jeans apparel at the event and shop it through the Amazon App, with SmileCodes placed throughout the space directing shoppers to the dedicated Calvin Klein e-commerce storefront on Amazon Fashion.
 
The three-day event will also feature a number of installations seeking to bring the Calvin Klein Jeans fall advertising campaign to life, including a “Together in Denim” billboard similar to the one that appears in the campaign shoot, where visitors can have their photo taken by an on-site photographer.

Games will give visitors the chance to win prizes ranging from Amazon devices to Calvin Klein merchandise, including products exclusive to the activation, while other highlights of the event include an Alexa Jukebox Lounge, vending machines distributing limited-edition Calvin Klein Jeans water boxes and a Popcorn Stall where guests can take photos replicating the special effects of the Calvin Klein 205W39NYC fall runway.
 
“The continued collaboration with Amazon Fashion allows us to reach new and existing consumers through a youth-targeted marketing approach,” said Calvin Klein chief marketing officer Marie Gulin-Merle in a release. “By joining Amazon Fashion’s digital expertise with Calvin Klein’s physical presence, we are creating a ‘phygital’ experience in the middle of New York City, reinforcing our commitment to a consumer-first strategy.”
 
The brands will further celebrate the event with a limited-edition product drop bringing the Calvin Klein Jeans A$AP Rocky Trucker Jacket exclusively to Amazon Fashion. A limited number of the jackets will also be given away through Calvin Klein's US social channels.
 
The event is part of an ongoing partnership between the two companies which saw them collaborating to introduce the #MyCalvins campaign to college campuses around the US through the #MyCampus Program, an initiative carried out with the support of Prime Student Ambassadors.
 
The Calvin Klein x Amazon Fashion NYC Market will be open to the public from Friday, October 5th through Sunday, October 7th at the Flatiron Plaza, New York City.