Introduction

In 2017, Tommy Hilfiger launched its adaptive fashion line to provide fashion apparel that aims to make dressing easier. By 2020, it was still a relatively unknown line in the U.S. and the Tommy Hilfiger team was continuing to learn more about how to serve these new customers.  Should the team make adaptive clothing available beyond the U.S., or is a global expansion premature?

Harvard Business School assistant professor Elizabeth Keenan discusses the opportunities and challenges that accompanied the introduction of this new product line while simultaneously starting a movement to provide fashion for all in the case, “Tommy Hilfiger Adaptive: Fashion for All.”