Cold Call
Tommy Hilfiger’s Adaptive Clothing Line: Making Fashion Inclusive
Nov 28, 2023
Elizabeth Keenan, a Harvard Business School assistant professor, discusses the opportunities and challenges of Tommy Hilfiger's adaptive clothing line for people with disabilities. The podcast explores the success and need for further development of the global expansion. It also delves into Tommy Hilfiger's background, values, and commitment to inclusivity and sustainability. The innovative adaptations in the clothing line and strategic marketing are highlighted, along with partnerships and challenges in making fashion inclusive.
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Quick takeaways
- Tommy Hilfiger's Adaptive Clothing Line aims to make dressing easier for people with physical disabilities by providing fashionable options that allow individuals to maintain their personal style.
- Tommy Hilfiger took a thoughtful approach in marketing the Adaptive line, directly engaging with the target audience, adopting people-first language, and prioritizing the customer journey.
Deep dives
Tommy Hilfiger Adaptive: Fashion for All
Tommy Hilfiger Adaptive is a clothing line designed to address the challenges faced by people with physical disabilities in getting dressed. The line includes innovative adaptations such as magnets and hook-and-loop closures, and focuses on providing fashionable options that allow individuals to maintain their personal style. The market for adaptive clothing is significant, with nearly one in four people identifying as having a disability. Tommy Hilfiger worked closely with the community of people with disabilities, seeking their input in the design and marketing processes. The brand's goal was to create a movement and inspire other brands to join in making fashion accessible to everyone.
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