Calvin Klein Tone of Voice — Emotive & Risky

Tagline: "Between Love and Madness Lies Obsession"

Industry: Fashion / Apparel

Sector: Fashion

How Calvin Klein Communicates

Calvin Klein communicates with a emotive and risky voice using declarative language. Their sentences are primarily statements in the present tense. Their messaging is figurative. Their tagline, "Between Love and Madness Lies Obsession", captures this voice. The central tension in Calvin Klein's communication is control vs. desire, which shapes every message they craft. Their mission is to reimagine identity through sensuality.

Tone Words

Calvin Klein's brand voice is defined by the following tone words: Emotive, Risky.

Communication Style

Language Style: Declarative
Sentence Type: Statement
Tense: Present
Expression: Figurative

Calvin Klein Brand Story

"Between Love and Madness Lies Obsession" conveys a compelling tension between control and desire, inviting a visceral emotional response. The tone is emotive and risky, encouraging an exploration of attraction without hesitation. The declarative language style reinforces a sense of immediacy, making clear statements that resonate with the audience's deepest feelings. This brand doesn't shy away from intensity; it embraces it, challenging perceptions of identity through sensuality.

Brand Message

Challenge emotions and attraction

Brand Mission

Reimagine identity through sensuality

Brand Positioning

Core Concept: Embrace Intensity

Central Tension: Control vs. Desire

About Calvin Klein

Calvin Klein Inc. is an American designer fashion retail chain marketing its eponymously branded products worldwide. The company, which became famous for its designer underwear and denim lines in the 1980s, specializes in mass-market ready-to-wear clothing for all genders and age groups as well as leather products, lifestyle accessories and shoes, home furnishings, perfume/cosmetics, eyewear, jewelry and watches in the mid-price segment. Its high-end runway fashion division, which represented the top level of the various Calvin Klein sub-brands, was discontinued in 2019. The company was founded by designer Calvin Klein and his childhood friend, Barry K. Schwartz, in 1968 and was acquired by PVH Corp. for a total of $700 million in 2003. It is headquartered in Midtown Manhattan, New York City, and has substantial market share in retail and commercial lines around the globe. In 2013, PVH bought Warnaco Group, one of the largest Calvin Klein licensees, for US$2.8 billion. Global retail sales under the Calvin Klein brand, including sales by the label's licensees, amounted to US$9.3 billion in 2022.

Frequently Asked Questions About Calvin Klein

What is Calvin Klein's tone of voice?

Calvin Klein uses a emotive, risky tone of voice. Their communication is declarative, typically using statement-style sentences in the present tense. Their tagline "Between Love and Madness Lies Obsession" exemplifies this voice.

How does Calvin Klein communicate with customers?

What is Calvin Klein's brand message?

Calvin Klein's core message: Challenge emotions and attraction Their mission: Reimagine identity through sensuality

What is Calvin Klein's slogan?

Calvin Klein's slogan is "Between Love and Madness Lies Obsession". It carries their emotive, risky voice.

What is Calvin Klein's mission?

Calvin Klein's mission: Reimagine identity through sensuality

What makes Calvin Klein's brand voice unique?

Calvin Klein stands out through their emotive, risky communication style. Their central brand tension, "Control vs. Desire", shapes how they communicate across the Fashion sector.

What language style does Calvin Klein use?

Calvin Klein uses declarative language, with figurative messaging, in statement-style sentences, using the present tense.