Calvin Klein Performance Line
Elsa Blaine — October 19, 2008 — Marketing
References: advertolog
'New Movement' is the tagline for Calvin Klein's Performance launch. The line is a new hip collection of spandex yoga clothing.
It is a slightly ironic catchphrase, as the practice of yoga is actually based on little or no movement.
These symmetrical black and white photographs of model Alyssa Sutherland in various yoga poses were taken by Nathaniel Goldberg for ad agency Full Contact. Sutherland is obviously an experienced yogi in the discipline, which requires great strength, focus and balance to master.
Yoga is an extremely popular low-impact form of exercise, which only requires a mat for equipment. Oh, and very stylish designer workout wear.
It is a slightly ironic catchphrase, as the practice of yoga is actually based on little or no movement.
These symmetrical black and white photographs of model Alyssa Sutherland in various yoga poses were taken by Nathaniel Goldberg for ad agency Full Contact. Sutherland is obviously an experienced yogi in the discipline, which requires great strength, focus and balance to master.
Yoga is an extremely popular low-impact form of exercise, which only requires a mat for equipment. Oh, and very stylish designer workout wear.
Trend Themes
1. Designer Yoga Active-wear - Designers are rethinking traditional active-wear for the yoga market, providing stylish options for yogis.
2. Spandex Clothing for Yoga - The use of spandex materials in yoga apparel provides for greater flexibility and ease of movement, and has become increasingly popular.
3. Fashionable Yoga Clothing Lines - The growing trend of fashionable yoga clothing lines provides an opportunity for designers to create unique yoga-inspired pieces.
Industry Implications
1. Apparel Industry - The apparel industry can take advantage of the growing yoga trend by designing stylish and functional yoga wear.
2. Fitness Industry - The fitness industry can expand its offerings to include yoga classes and yoga-influenced workout programs.
3. Advertising Industry - The advertising industry has an opportunity to market stylish and functional yoga wear to the growing number of yogis worldwide.
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