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Tommy Hilfiger: Tommy x Gigi

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Insight

Tommy x Gigi was an unexpected collaboration for Tommy Hilfiger: a bold move for a brand set on reaching a new, younger audience.

How could they breathe life into the partnership and make a statement that would kindle new relationships?


Idea

Invite fans to be part of the Spring ’17 collection, handing over control of the looks that hit the runway.

Take Gigi’s collection around the globe on the #TogetherTour, touching down in destinations such as Berlin, Dubai, Milan and Shanghai.

Bring the designs to life with local influencers who capture their city’s unique style and tell their stories through a series of city style guides.


Impact

Tommy x Gigi established loyalty and meaningful relationships with a new generation of brand-savvy women.

The brand gained 725k new members on social over a two-month period, 90% of whom were in the target audience. High double-digit growth was seen in retail and e-commerce performance versus the same period last year. Tommy Hilfiger, once the official outfitter of 90s hip-hop, is relevant all over again.

Categories: Clothing and Fashion

AKQA UK, 1 year ago