Tommy Hilfiger

Make clothing last for life

Topics
Circularity
Climate action
Services
Brand strategy and development
Sustainability positioning, narrative and messaging
Visual identity

We created the brand platform to bring clothing reuse to a brand new audience.

Challenge

Tommy Hilfiger set an ambitious target to make their products fully circular and wanted to launch a resale platform to help make this possible. But with independent resale platforms like Depop and Vinted on the rise, what contribution could Tommy Hilfiger make?

Solution

We worked to understand that gap in the clothing resale landscape that Tommy Hilfiger could fill. Our research revealed that well over half of Tommy customers would be unlikely to use independent resale platforms due to concerns with quality, authenticity and condition of the items available there. From these insights, we developed the overall positioning, messaging and visual identity for Tommy for Life - bringing a unique Tommy twist to clothing resale.

Impact

The Tommy for Life platform was launched in the Netherlands and will expand the pilot into Europe.

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