Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • November 2021
  • Case
  • HBS Case Collection

Tommy Hilfiger Adaptive: Fashion for All

By: Elizabeth A. Keenan, Sandra J. Sucher and Shalene Gupta
  • Format:Print
  • | Language:English
  • | Pages:18
ShareBar

Abstract

In Fall 2017, Tommy Hilfiger launched Tommy Hilfiger Adaptive, a line of adaptive and inclusive fashion apparel intended to make dressing easier. Now, Tommy Hilfiger is planning to launch Tommy Hilfiger Adaptive internationally in early 2020. The prospect of making adaptive clothing available globally is exciting, but some wonder if a global launch might be a bit premature. While Tommy Hilfiger Adaptive has experienced some initial success, it is still a relatively unknown line in the U.S. Moreover, despite conducting extensive research, the Tommy Hilfiger team continues to learn more each day about how to best serve the adaptive customer. With a global launch looming on the horizon, there is a lot of work to be done. This case highlights the opportunities and challenges faced with the introduction of a new product line that effectively serves an entirely new and unknown customer while simultaneously starting a movement to provide fashion for all.

Keywords

Marketing And Society; Brands; Fashion; Inclusion; Consumer; Corporate Social Responsibility; Retail; Apparel; Disability; Accessibility; Marketing; Brands and Branding; Marketing Communications; Product Marketing; Social Marketing; Product Launch; Product Positioning; Marketing Strategy; Social Enterprise; Society; Corporate Social Responsibility and Impact; Social Issues; Consumer Behavior; Fashion Industry; Consumer Products Industry; Apparel and Accessories Industry; Retail Industry; United States; North America

Citation

Keenan, Elizabeth A., Sandra J. Sucher, and Shalene Gupta. "Tommy Hilfiger Adaptive: Fashion for All." Harvard Business School Case 522-053, November 2021.
  • Educators
  • Purchase

About The Authors

Elizabeth A. Keenan

Marketing
→More Publications

Sandra J. Sucher

General Management
→More Publications

More from the Authors

    • March 2022
    • Faculty Research

    The Impact of Layoffs: Malika Amrani

    By: Sandra J. Sucher
    • March 2022
    • Marketing Letters

    When Less Is More: Consumers Prefer Brands that Donate More in Relative versus Absolute Terms

    By: Elizabeth A. Keenan, Anne V. Wilson and Leslie K. John
    • February 2022
    • Faculty Research

    Paul Polman

    By: Elizabeth A. Keenan, Youngme Moon and Susie Ma
More from the Authors
  • The Impact of Layoffs: Malika Amrani By: Sandra J. Sucher
  • When Less Is More: Consumers Prefer Brands that Donate More in Relative versus Absolute Terms By: Elizabeth A. Keenan, Anne V. Wilson and Leslie K. John
  • Paul Polman By: Elizabeth A. Keenan, Youngme Moon and Susie Ma
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College