Calvin Klein brings its “Bra Talk” to Europe: “How to know your bra size?”

Baptized for Europe as “CKunfiltered: Bra Talk”, the first miniseries of videos is made up of a total of 4 footage of a few minutes duration. Recordings posted on YouTube and that can already be viewed through the "CKunfiltered" section of the Calvin Klein online page, in which the firm offers useful information about sizes, measurements or in relation to the signs that are shown when having chosen an inappropriate bra size . Instructions that also make known in a much more dynamic way than the usual, and cold, sizing chart, in what is nothing more than one more exercise on their part to strengthen their ties with the new generations of consumers.

"CKunfiltered: Bra Talk, seeks to interact with new consumers through the YouTube platform and increase the direct relationship with them by offering expert recommendations, discovering useful tips and measurement methods for their best fit solution", they explain to us from Calvin Klein to through a statement. "This initiative", they emphasize, "is developed from the consumer up and is based on data and information from the buyer with a purely digital approach." This is the starting point of a project that "has been developed with the aim of using data-based decision-making to create lasting connections with new and existing audiences."

Advice drawn from the doubts of European digital consumers themselves

As the fashion firm itself pointed out, for the recording of this series of videos Calvin Klein drew on the information and doubts thrown by its European clients. To do this, the firm partnered with the Google Zoo group of creative experts. Who were in charge of analyzing what were the main reasons for consultation that were made from Europe related to intimate clothing.

“Through this audience-informed selection method, Calvin Klein created a series of branded content videos that directly answer the most frequently sought-after underwear-related questions from consumers about sizing and measurements” , point from Calvin Klein. “The videos take place in a casual setting and show two people talking openly about the size and size of their underwear,” a format that “was chosen following in-depth research with Google Zoo.” From where they discovered that "consumers get involved" and feel more "attracted to an informative and authentic approach" of these characteristics.

An investigation that resulted in the first Calvin Klein nursing bra

In addition to these questions that CalvinKlein will now answer, the investigation also showed the high demand that existed among Europeans for the search for nursing bras. A curious fact that the firm used to expand its product line and create its own nursing bra, Calvin Klein's first maternity product.

“Research showed that branded and unbranded nursing bras had high search volumes in Europe and Calvin Klein used this data to expand its offerings,” thus creating its “first maternity product” precisely “from the research and the results of the Google association”, they add from the American fashion firm. A model already available on its website in shades of pink and gray and with a retail price of 41 euros, which "has a classic silhouette similar to a 'bralette' with a clip-on cup with additional support for breastfeeding, removable pads and multiple adjustments to accommodate changes in chest and body size.

Photo Credits: Calvin Klein.