A finales del año pasado, el belga Raf Simons salió de Dior, luego de tres años al frente de alta costura, complementos y prêt-a-porter femenino, que ya ocupa la italiana Maria Grazia Chiuri, gracias a su talento y a que cada vez más marcas buscan impulsar el empoderamiento de las mujeres, así, la compañía la convirtió en la primera mujer en su dirección artística.

Dior lidera la preferencia del público, por lo menos en redes sociales, pues de acuerdo con Twitter Counter, la firma se ubica como la más popular en su mercado, con 6.64 millones de seguidores.

Obviamente Calvin Klein conoce los datos y absorbió el talento de Simons, con el objeto de dejar la posición 10 (con 3.17 millones de seguidores), para posicionarse mejor entre sus competidores.

Se detalló que “se encargará de supervisar todos los aspectos de diseño, marketing global y comunicaciones, y servicios creativos visuales” y que será a partir de la colección de otoño de 2017 cuando se note el sello del creativo, como parte de la estrategia global de la empresa.

Calvin Klein, Inc. today announced the appointment of Raf Simons as Chief Creative Officer of the brand, effective immediately. ⠀ Mr. Simons will lead the creative strategy of the Calvin Klein brand globally across the Calvin Klein Collection, Calvin Klein Platinum, Calvin Klein, Calvin Klein Jeans, Calvin Klein Underwear and Calvin Klein Home brands. As part of his role as Chief Creative Officer, Mr. Simons will oversee all aspects of Design, Global Marketing and Communications, and Visual Creative Services. Mr. Simons’ first collections will debut for the Fall 2017 season. ⠀ The appointment of Mr. Simons as Chief Creative Officer marks the implementation of Calvin Klein’s new global creative strategy, announced in April 2016, to unify all Calvin Klein brands under one creative vision. The strategy comes as part of a global evolution of the Calvin Klein brand, which began with the reacquisition of the Calvin Klein Jeans and Calvin Klein Underwear businesses in 2013. As Calvin Klein looks to grow the brand to $10 billion in global retail sales, this new leadership is intended to further strengthen the brand’s premium positioning worldwide and pave the way for future long-term global growth. ⠀ The arrival of Raf Simons as Chief Creative Officer signifies a momentous new chapter for Calvin Klein,” said Steve Shiffman, CEO of Calvin Klein, Inc. “Not since Mr. Klein himself was at the company has it been led by one creative visionary, and I am confident that this decision will drive the Calvin Klein brand and have a significant impact on its future. Raf’s exceptional contributions have shaped and modernized fashion as we see it today and, under his direction, Calvin Klein will further solidify its position as a leading global lifestyle brand.” ⠀ As part of the creative strategy for the apparel and accessories business, Calvin Klein also announced the hire of Pieter Mulier as Creative Director, reporting directly to Mr. Simons. Mr. Mulier will be responsible for executing Mr. Simons' creative and design vision for all men’s and women’s apparel and accessories lines within the Calvin Klein brand.

Una foto publicada por Calvin Klein (@calvinklein) el 2 de Ago de 2016 a la(s) 7:00 PDT

Cabe mencionar que el nuevo consumidor determina cada vez más su patrón de consumo a través de su interacción en redes sociales, por lo que las empresas de moda fijan cada vez más su atención en el marketing digital.