While the Bieber effect is not something that sounds positive at a prima facie level and in fact sounds a bit like the name for a hysterical condition that effects primarily teenage girls, it is in fact a useful tool for marketers. It is also considered one of retail’s best hopes for an immediate future that is markedly better than its immediate past.
Recently, “The Biebs” singed on to represent Calvin Klein jeans on his upcoming world tour to support his album “Purpose.” While he’s there, he will also support his Calvins and, though what exactly that will mean is still being sketched out, according to reports it will mean that the Calvin Klein brand will be “deeply woven” into live performances and Bieber’s social media efforts.
Sounds … rocking?
For examples of how exactly this tie-in will work, one can look at a recent Seattle-area performance which highlighted Calvin Klein related footage throughout the concert, while at other points backup dancers were decked out in the brand’s apparel.
“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.
Of course, Twitter plays a large part in inspiring the Bieber effect, which means the cross-promotional effort will also include social media contests where fans can hope to win VIP tickets to select concert dates and (the ultimate prize) a chance to meet Bieber himself.
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