Can retailers count on the Bieber effect this spring?

Retailers who sell Calvin Klein brand apparel are watching sales closely to see how the fashion brand is impacted by a new deal with pop star Justin Bieber that changes how brands engage with celebrities to drive sales.



Bieber has embarked on a world tour for the first time in four years to support his new best-selling album "Purpose" – and help sell Calvin Klein products. That’s good news for retailers because Bieber has lots of fans and the Calvin Klein brand will be deeply woven into live performances and integrated into social media efforts.



For example, when the tour kicked off recently at the KeyArena in Seattle, the Calvin Klein brand was highlighted in key segments of the concert, including in video footage of Bieber in the Spring 2016 Calvin Klein global media and advertising campaign. Another segment of the entertainer’s live performance show’s Bieber and his back-up dancers wearing the brand. At some of the tour stops, the Calvin Klein brand will have an added presence thanks to an immersive on-site branded experience and limited edition e-zine featuring never-before-seen images of Beiber from the brand’s Spring 2016 campaign.



Given the demographics of the typical Bieber concert attendee, Calvin Klein will also host a sweepstakes via Twitter and Instagram for residents of the Americas and Europe to win VIP tickets to select concert dates as well as an opportunity to meet Bieber.



“I’m thrilled to continue my relationship with my friends at Calvin Klein on the tour,” Bieber said. “Calvin Klein is an iconic brand and it’s been a dream come true to work with them.”



Calvin Klein is a wholly owned subsidiary of $8 billion global apparel company of PVH Corp., whose brand portfolio includes Tommy Hilfiger, Van Heusen, Izod and Arrow. In addition to Beiber, PVH also works with artists such as Kendrick Lamar, FKA twigs, Fetty Wap, Joey Bada$$ and Destiny Frasqueri.