Publications
Publications
- November 2021
- HBS Case Collection
Tommy Hilfiger Adaptive: Fashion for All
By: Elizabeth A. Keenan, Sandra J. Sucher and Shalene Gupta
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.