Ck uses several ways to promote their products,

Ck uses several ways to promote their products,  advertising risque ads, which conservative people may criticize, but most of Generation Y will buy because it promotes edgy, hip, and sexy alike. That's where their competitive advantage comes in, their target market        

(young, adolescent males and females) perceives that wearing Calvin Klein Underwear is superior in not only quality, but in that it'll attract more attention from people! They encode their message in their ads, which the consumer decodes. They listen to the feedback that is given from consumers telling the sales associates, who in turn tell their managers. Ck pays attention to all the feedback that is given, to make sure their store display, their sales presentations, the Celebrities endorsements are all relaying that information to the customer; the message being that you can't live without these Underwear garments!