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"In many ways, Women’s social plan was similar to Calvin Klein’s approach with its rebrand around its jeans category dubbed #MyCalvins. It, too, had high-level celebrities at its pillar — in this case, the Kardashian-Jenner family — and also looked to user-generated content for brand awareness. While Tribe Dynamics reported that Calvin Klein had a 37 percent quarter-over-quarter change in earned media value, thanks to My Calvins and Women, resulting in over $30 million in EMV in the third quarter of 2018, this did not translate in parent company PVH’s third-quarter results when it came to the clothes."

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