Tommy Denim
Facing the challenge of attracting a more trend-led, fashion aware consumer to the physical stores that feature the Tommy x GiGi capsule collection, we introduced the repositioning concept of “Tommy’s Culture of Cool”. Representing a new brand presence of "Tommy Denim", it makes use of GiGi’s kooky character while enhancing Tommy’s original, quirky and uplifting spirit - therefore establishing a brand perception of “geeky downtown prep”. Promoting quirks as perks and communicating from a more youthful, urban angle it engages the New Tommy Girl that is keen on offbeat expressions and not- so-serious messages.
Client: AMFI / Tommy Hilfiger
Facing the challenge of attracting a more trend-led, fashion aware consumer to the physical stores that feature the Tommy x GiGi capsule collection, we introduced the repositioning concept of “Tommy’s Culture of Cool”. Representing a new brand presence of "Tommy Denim", it makes use of GiGi’s kooky character while enhancing Tommy’s original, quirky and uplifting spirit - therefore establishing a brand perception of “geeky downtown prep”. Promoting quirks as perks and communicating from a more youthful, urban angle it engages the New Tommy Girl that is keen on offbeat expressions and not- so-serious messages.
Client: AMFI / Tommy Hilfiger
