Tommy

Hilfiger
Adaptive
 Agenda

1 2 3
Key Facts Objectives Customer Research

4 5 6 7
Target Audience Customer Insight Positioning Campaign

2
 1. Key Facts
Business Problems & Situation Analysis
3
 Business Situation
& Context

Target Market Understanding

OPPORTUNITY:
Advance the Tommy Hilfiger
Brand Awareness
Adaptive brand in the US market,
emphasizing functional
fashion for all abilities.
Tommy Hilfiger Brand Trends

4
 SWOT Analysis
STRENGTHS WEAKNESSES
-Targets underserved demographic -Low brand awareness
-Previously well-received -Declining brand sales
-Innovative -Lower profit margins
-Consumer-centric

-Advocate consumer base -Competing lines

-Previously untargeted consumers -Brand reputation
-Integration into mainstream fashion -Perception of brand motivations
OPPORTUNITIES THREATS

5
 2. Objectives

6
Business
Objective
We want to increase the market
share from .28% ($154 million in
sales) to 1% ($548 million in
sales) over one year.

7
Communication
Objective

Increase awareness of the Tommy Hilfiger

Adaptive line from 10% (22.93 million) to 25%
(57.33 million) among the target market (people
with disabilities and their friends and families,
229.3 million total) within 1 year.

8
Media
Objective
Reach 80% of the target market
a minimum of 3 times within the
first 4 weeks of the campaign.

9
 3. Customer Research

10
 Our Research

Jillian Mercado, an actress and Number of Monthly Active Users

(in millions)
model with spastic muscular
dystrophy, has appeared in
campaigns for Diesel and Nordstrom,
among others. She says that though
there have been strides in accessible
fashion, they don’t go far enough in
imaginatively addressing issues like
style.

11
 4. Target Audience

12
 Target Market: Urban Parents of a Child with a Disability

□ Ages 27-35
□ Younger parents of children with disabilities
□ Located in urban areas
□ Active in the community and on social media, specifically Instagram
□ Joins online groups for parents with disabilities
□ Seeks for their child to have increased independence
□ Very involved in child life
□ Frustrated with current clothing options, many are hospital clothes
□ Motivations: Giving their kids more independence and making it easier to
help them get ready
□ Desires: Less time spent on getting child ready each day
□ Previous Usage: Has bought Target Adaptive clothes in the past

13
Persona #1

This is Mary. She has a child, Jacqueline age 12,

with Cerebral Palsy. Mary lives in Seattle and
works at Seattle Children’s Hospital. Mary also
runs an Instagram account where she helps
fellow parents of children with disabilities with
tips and tricks for helping your child feel
independent despite their disability. Along with
Age: 32
her account she is also active in similar online
groups to help her navigate raising Jacqueline. Occupation: Nurse
Mary is super excited to try Tommy Hilfiger Location: Seattle
Adaptive and share it with her online network, Child’s Disability:
hoping it will make it easier to dress her Cerebral Palsy
daughter.
 Target Market: Urban Gen Z with a Disability

□ Ages 17-25
□ Child or young adults with a disability
□ Located in urban areas
□ Uses technology frequently
□ Active on social media
□ In a transitional stage of college or early career
□ Frustration: Struggles to fit in at school and the lack of existing options for
adaptive clothing
□ Motivation: Seeks increased independence
□ Desires: To feel similar to peers and have an easier time finding clothing
□ Previous Usage: Tried modifying clothes themself in the past

15
Persona #2
This is Nathan. He lives in New York City with his
parents and younger sister. He has muscular dystrophy
which sometimes makes doing daily tasks harder for him
than the average person. In his free time, he spends a lot
of time online on social media as well as playing video
games with friends. As a senior in High School who plans
Age: 17
to go to college in a year, he longs for the opportunity to
be more independent and hates being treated differently Occupation: Student
than his classmates because of his disability. Despite Location:
things not necessarily coming easily for Nathan, he is New York City
inherently an optimist and is excited to try Tommy Disability:
Adaptive as he believes it will allow him to have more Muscular Dystrophy
independence, like his classmates.
 5. Customer Insight

17
 “ “People with disabilities
want clothing options where
fashion is the primary
thought without sacrificing
function”

18
 6. Positioning Statement

19
 “For anyone who values style and
needs accessible clothing, Tommy
Hilfiger Adaptive offers functional
clothing so that our customers can
make fashion a top priority for any
ability”
20

Positioning Statement
 7. Campaign

21
Fashion made
functional.

22
 IMC Elements

PR Boxes to In-Feed Times Square

Influencers Advertisements Billboard
□ 30 PR packages □ Get-Ready-With- □ Influencer
□ 30 Influencers Me ad photoshoot
□ 6 Influencers □ 6 Influencers
■ Content □ 4-day show time
□ Instagram,
TikTok, Facebook

23
 to
re so excited
HEY— We a r
show off you
see how you
sacrifice
style! Never
nction. We hope you love these
fashion for fu adaptive pieces!
s h io n m a d efunctional #fashionmadefunctional
#fa

PR Packages

24
 Influencers
$400 $6,000 $34,000
Stephanie Thomas Mya Sarah & Em
@disabilityfashionstylist @immarollwithit @sarah_carollyn

- 25.7K followers (Instagram) - 482.8K followers, 13.5M likes - 3.2M followers, 126.8M likes
- Adaptive clothing stylist for Nike, (TikTok); 29.1K followers(Instagram) (TikTok); 58.7K followers (Instagram)
Kohls, Zappos campaigns - Uses a wheelchair, lifestyle videos - Sisters, one with Down Syndrome

$12,000 $50,000 $9,000

Liv Stone Spencer West Jo Beckwith

@livstone @spencer2thewest @footlessjo

- 458.5K followers, 6.3M likes - 4.3M followers, 89M likes (TikTok); - 737.6K followers, 33.1M likes
(TikTok); 197K followers (Instagram) 333K followers (Instagram) (TikTok); 113K followers (Instagram)
- Already a paid partner - Lifestyle and shopping content - Life as amputee

25
Social Media:
In-Feed Ads
tommyhilfiger

Feature the ad on Instagram, TikTok

and Facebook for multiple touchpoints
along consumer journey

tommyhilfiger Looking good & ready to take on the day!

#fashionmadefunctional

26
 Out-Of Home
Advertisement

Increasing
awareness for
Tommy Hilfiger
Adaptive but more
broadly fashionable
adaptive clothing
lines

27
 Timeline
Organic Content
starting being Start planning Video Release on
Reach out to posted by dates for Billboard our social media
influencers we want influencers on shoot platforms:
to send PR social media With our Instagram, Tikok, Campaign Analysis:
packages to platforms influencers Facebook, Youtube Customer surveys
for recognition &
recall

APRIL JUNE
APRIL 19th APRIL 25th MAY 10th MAY 15th JUNE 10th AUGUST 4th
12TH 27th-30th

Send Out PR Work with our 6 Approve influencer Billboard Goes up

Packages and influencers to content for videos
create contracts for create content for and have billboard
media usage and video campaign photoshoot
28 campaign
participation
 Costs
(Breakdown in appendix)

PR Social Times TOTAL

Packages Media Square COST
In-Feed Billboard
Ads

$22,308 $138,200 $277,000 $437,508

29
 Key Benefits

PR Packages In-Feed Ads Times Square

Organic + authentic High reach and

reach. Source High reach potential. frequency of OOH
attractiveness will Will create awareness will create awareness
create more effective of the collection in a and show adaptive
awareness and fashion forward way. clothing can be
positive association. fashionable.

30
Thank You!
We’d love to answer any questions!

31
 Cost 437,507.5 Total cost

PR Packages-$22307.50 In- Feed Times Square

$22,000 Advertisement- Billboard-$277,000
(6 items cost on average $750 for 30 $138,200 + $111,400 (cost of
influencers) influencers)
+ $26,800 (cost for 1m
- $307.5 (cost of shipping) impression on tiktok + + $15,000/day times
square * 4 =
facebook and 2m on
instagram)
+ $111,400 (cost of $60,000
influencers) + $100,000
+ (estimate production costs:
camera, photographer
wardrobe, makeup etc. )
+ 5,600- estimated for
accommodation and travel for
32 influencers
Unboxing Videos
Influencers’ source attributes of
credibility and attractiveness will
allow viewers to internalize and
identify with the brand

33