Fashion Industry Calvin Klein Has Term Paper

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Klein attempted to reverse his image in a 1999 campaign when he portrayed playing child (boys and girls) clad only in CK underwear. Appearing in the New York Post and in prominent magazines, as well as over a huge billboard in Times Square, they were recalled 24 hours later under huge pressure due to the public and experts citing them as pornographic due to their sexualized image of young children, and their high definition on sexual body parts. A Calvin Klein spokesman claimed that these images intended "to capture the same warmth and spontaneity that you find in a family snapshot" (Media Awareness Network). Nonetheless, Klein's reputation had preceded all excuses. His reputation for child pornography was too strong and seems to have become a part of his image.

Seemingly Klein needs a miracle in order to repair the company's reputation. On the one hand, however, its notoriety seems only to propel sales, as provocative advertisements seem to increase sales particularly amongst youth.

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Strategies, however, that Klein can use to reverse its image include Online Reputation Management (ORM) where Klein can monitor, address, or mitigate negative mention in online media and Web content. These include material from online users and professional journalists. ORM tracks online content of the company or individual, whilst promoting a positive or neutral reputation and pushing down those highly-ranked negative links that the company may not want displayed when its name arises (Gaines-Ross, 2008).

ORM techniques include new content creation, active operation in online spheres (such as blogs, forums, traditional websites, consumer reviews and social networking spheres) in order to construct or recreate its company's / client's reputation. Also used, but, possibly, ineffective in Klein's case, would be formal take-down requests to have negative content removed whenever possible......

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