Tommy Hilfiger Adaptive: Fashion for All

Marketing 456 Creative Advertising Agency

Completed: October 2022 - December 2022

Overview

In 2017, Tommy Hilfiger created a fashion line to make fashionable dressing easier for people with disabilities: Tommy Hilfiger Adaptive.

Despite a relatively successful initial launch and positive consumer reception, trying to reach a consumer group in a creative and respectable way proved to be a challenge not just for Tommy Hilfiger, but for the adaptive clothing category as a whole.

With “adaptive” being a relatively new clothing category, sales for Tommy Hilfiger Adaptive's growth became stagnant within the U.S. market, partially due to a lack of awareness from the target market.

Our goal was to identify areas where Tommy Hilfiger could grow their market for the adaptive clothing line.

Consumer Research

Persona

Key Customer Insight

With our target market being working 20-35 year olds, they are interested in more professional clothing specially made for the social expectations of the age range, from working to social engagement, emphasizing the social inclusion of not limiting themselves fashionably to athleisure.

Positioning Statement

"For young adults with physical disabilities that need adaptive clothing to express themselves, Tommy Hilfiger Adaptive is the adaptive clothing line that makes Tommy Hilfiger fashion accessible to various physical needs.

Unlike other competitors, Tommy Hilfiger provides designer products to empower an underserved and overlooked market of unique, fashion-minded folks, and to build confidence and social acceptance to disabled people desperate to fit in accessibly."

Creative Campaign

For our creative campaign, we wanted to take three main insights:

Opportunities shouldn’t be limited by what you wear
You should feel confident in what you wear
Lean into Tommy Hilfiger being an inclusive brand

This campaign focuses on the awareness stage for consumers, highlighting the different stories from individuals who have paved their own path.

For our positioning in particular, we want to focus on aspiring and current entrepreneurs with disabilities to inspire and empower people within our campaign, instilling positive brand associations.

Slogan

Creative Vision Board

The use of “Adaptive” in our tagline creates awareness of adaptive category, and
The use of “You” speaks directly to people with disabilities, who are often overlooked and not heard enough.

Our target market focuses on entrepreneurs and employees working individually or collaboratively, each with an individual story we want to tell.

Integrated Marketing Communications (IMC) Plan

Advertising

Sales Promotion

Public Relations

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