Sustainability comes in all shapes and sizes, not only hemp shirts and vegan leather.People don’t purposely choose to harm the environment, they actually don’t know how to be sustainable with fashion. Tommy Hilfiger has already started to work towards a ‘sustainable evolution’, preserving water, communities and livelihoods. Our mission is to shed light on these initiatives,raise awareness about the many facets of sustainability and make sustainable fashion cool.

ELEVATORPITCH

Informing customers of the ways fashion can be sustainable and how Tommy Hilfiger is leading a sustainable evolution.

PROBLEM

People are motivated to be sustainable, but they don’t know howPeople understand sustainable to mean ONLY re-use, recycling and organic materialsPeople are more likely to make the choice to be sustainable, if the option is properly communicated. INSIGHT

B L A N K

CUSTOMER SEGMENT SOLUTION / DISCOVERY

Name : Nicole or ‘Jean ConnoisseurArchetype: Typical on-trend personNicole is a typical fashion obsessed girl, with ‘never enough’ closet space. Sustainability isn’t always the first or the top things on her mind, however if more people like her were concerned about sustainability, it would make a huge difference in the industry.

Characteristic

- Trendy seasonal shopper- Impulsive purchase habit based on design and style- Dine and shop more often with her friends than her family

Technological Behavior

- Primary shopping source: Instagram & Pinterest- Following: Fashion savvy bloggers and celebrities Follower: similar fashion trendsetter or her wanna-be's - Addicted to brand catalogue apps and her notification setting for each app on her phone

Brands: Zara / Bershka / Mango / ASOS,Urban Outfitters

Nicole/ 23

1. We wanted to reshape the shopping experience2. “Millennials are prioritizing ‘experiences’ over stuff.” How can we create a memorable experience to link sustainability with being cool? 3. Came across customization patches during the volunteer event “Tommy Cares.” Thought of making a creative lab pop up experience to bring awareness + creativity to sustainability.4. “Customers want to feel like they matter and that a brand is catering to them”5. During our interviews we found that people need an emotional attachment to a story to care, therefore we linked materials to their origin stories6. People associate sustainability with “sustainable materials” so we wanted to include story specific swatches for people to feel materials while selecting a story7. “Millennials don't just want a relationship with the brand they want a relationship with other fans as well”8. During the class discussion of hashtags we thought of incorporating a social media live streaming of the pop up shop to get customers to interact with each other

[ Instagram ]55% of millennials use Instagram as a shopping resource. TH’s sustainable collection, campaigned for by an influencer, is also housed on the official TH instagram page.

[ Tags story ]Hashtags that depict/represents the collection on Instagram also share origin stories specific to the materials used; these stories are also on the tags for a more tactile *reception*

[ VR & Video wall ]Millenials go beyond the brand, seeking meaning-ful experiences. The pop up store will display the material stories across the wall and allow users to immerse themselves in their environment.

[ Customizing station ]Individualized to your size and fit, these ‘Gibu sta-tions’ allow customers to add personal accents to their items through patches, studs, buttons and more, directly sending the proceeds to the commu-nities that created them.

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STORY ABOUT EACH COUNTRY

*SELFIE STATION

VIDEO WALL

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SOCIAL MEDIA WALL

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CUSTOMIZING SESSION 2

CUSTOMIZING SESSION 3

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