JFK Jr. Miniseries 'Love Story' Drives Surge in Calvin Klein Underwear Sales
PVH Corp., which owns the Calvin Klein brand, reported a significant surge in underwear sales following the February launch of the Hulu miniseries 'Love Story,' which features Calvin Klein as a supporting character. The show, produced by Ryan Murphy and starring Alessandro Nivola as Klein, generated an estimated $16 million in brand exposure value through media coverage. Calvin Klein himself reportedly opposed the project, viewing it as tacky, but the unexpected publicity has benefited the company's bottom line.
The Ryan Murphy-produced miniseries 'Love Story,' which premiered on Hulu in February, has unexpectedly boosted sales of Calvin Klein's signature white boxer briefs. During an earnings call, PVH Corp. CEO Stefan Larsson highlighted the connection between the show's launch and increased consumer searches for Calvin Klein products, particularly underwear. The series portrays the real Calvin Klein (now 83) as a supporting character played by Alessandro Nivola, depicting him as Carolyn Bessette's exacting boss and the person who introduced her to John F. Kennedy Jr. According to analytics firm Launchmetrics, the show-related media coverage generated over $16 million in brand exposure value for Calvin Klein. Notably, Klein himself reportedly declined to participate in the project, considering the premise tasteless, but this did not prevent the miniseries from becoming an unexpected marketing vehicle for the brand.
What different sources said
- The Hollywood ReporterCenter
JFK Jr. Gives Calvin Klein Briefs a Bump
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