Consumer Behavior

'CK one' : successful launch

A black picture of people is one of ‘CK one’ advertisements. It expressed the perfume’s softness and simpleness. Calvin Klein is a brand which places importance on product’s image. ‘CK one’ which is a first unisex perfume caused sensation and attracted consumers. It claimed to be genderless and reflected on young people who are free spirit in 1994. Furthermore, there was a special strategy in this advertising. Viewers could send the e-mail to the characters that appeared in the ad. In addition, the character’s life story will be introduced on the Internet. They are not fictional characters but the characters that are able to communicate with people who are outside of the ad.
 

That is, this advertising considered consumers’ interests, personalities, or cultures at that time.  In 1994, people were getting open-minded about new things such as unisex thing. The ‘CK one’ took advantage of the trend of the times. The fact that the ‘CK one’ is a first unisex perfume attracted consumers’ attention so that the advertiser could launch it successfully. The unisex perfume is a product which is ahead of the time and consumers were more likely to accept new things at that time.  That’s why this advertising can promote the product successfully.

I think it is important to consider consumers' behavior when advertisers want to promote their product. If they don't think about consumers' interests, culture, society or economy, nobody care about the product that they advertise. For example, if you need to write an essay by hand so you need to buy a pen, you might consider whether a pen is comfortable to write or not. There are so many pens in the store and those are all different. There might be think pens, bright color pens, pens with cute decoration and so on. What you need is the pen to help you write an essay by hand comfortably so you might find those kinds of pen. If advertiser promotes the pen which focuses on comfortable function, they can draw your attention. That is, their strategy is successful to launch the product. Likewise, considering consumers can be first step to launch successfully.