# Digitally Enhanced Fashion Markets The Calvin Klein x Amazon Fashion NYC Market is "Phygital" By Laura McQuarrie | Published 2018-10-04 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/calvin-klein-x-amazon-fashion-nyc-market References: [wwd](https://wwd.com/fashion-news/denim/calvin-klein-joins-forces-with-amazon-fashion-for-immersive-activation-in-new-york-1202866336/) & [facebook](https://www.facebook.com/CalvinKlein/videos/312840149501048/) The Calvin Klein x [Amazon](https://www.trendhunter.com/trends/whole-foods-1) Fashion NYC Market will soon be set up in New York City's Flatiron District as a three-day [interactive "phygital" experience](https://www.trendhunter.com/trends/portalm-x-virtual-fashion-exhibition) that fuses the traditional marketplace atmosphere with digital features. On-site, various experiences will drive visitors to Amazon.com/mycalvins, which is where various Calvin Klein products for women and men can be found. The market will feature the Fall 2018 [Calvin Klein Jeans](https://www.trendhunter.com/trends/calvin-klein-shapewear) advertising campaign and a recreation of the Together in Denim Billboard, which will invite visitors to see themselves integrated into the installation. Those who visit the Calvin Klein x Amazon Fashion NYC Market will also have the chance to win prizes, underwear, jeans and accessories, as well as exclusive event-only pieces of merchandise. For the utmost ease, the #MyCalvins Campaign Shop is set to let people try on styles and conveniently make purchases from the Amazon app. ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 81% | Activity: 93% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What Makes This Trend Stand Out - **Phygital Marketplaces:** The integration of physical and digital features in marketplaces drives consumer engagement and convenience. - **Interactive Advertising Campaigns:** Interactive advertising campaigns that involve experiential installations and consumer involvement promote brand loyalty and social media engagement. - **Mobile Shopping Convenience:** Mobile apps that allow for convenient shopping and purchasing enhance the shopping experience and drive consumer loyalty. ### Sectors Adopting This - **Fashion and Retail:** Phygital marketplaces with interactive advertising campaigns create disruptive innovation opportunities for fashion brands and retailers to engage consumers and drive sales. - **Digital Marketing and Advertising:** Interactive advertising campaigns that involve consumer participation and social media engagement create disruptive innovation opportunities for the digital marketing and advertising industry. - **Mobile Technology:** Mobile shopping convenience has created disruptive innovation opportunities for the mobile technology industry, as consumers increasingly rely on mobile devices for their shopping needs. ## Related on Trend Hunter - [Phygital Vintage Shops](https://www.trendhunter.com/trends/byronesque.md) - [Fashion-Forward Shapewear](https://www.trendhunter.com/trends/calvin-klein-shapewear.md) - [Experiential Intimates Spaces](https://www.trendhunter.com/trends/knix-opens-immersive-retail.md) - [Immersive 3D Fashion Exhibits](https://www.trendhunter.com/trends/portalm-x-virtual-fashion-exhibition.md) - [Phygital Sportswear Concepts](https://www.trendhunter.com/trends/nike-style.md) - [Gamified Fashion Customizations](https://www.trendhunter.com/trends/dkny-x-fashionverse.md) - [AI-Driven Shoppable Catwalks](https://www.trendhunter.com/trends/ai-driven-shoppable-catwalk.md) - [Enchanting Phygital Sensory Experiences](https://www.trendhunter.com/trends/gifts-of-the-forest.md) - [AI Virtual Fitting Rooms](https://www.trendhunter.com/trends/ai-virtual-fitting-room.md)