I want fun, funky and fabulous: How Tommy Hilfiger Adaptive created a new fashion segment

Fashion brand Tommy Hilfiger spotted a white space in apparel for consumers with disabilities.

“Have you ever thought about what it would be like to get dressed with only one hand?” For most of us, the answer to the question posed by Sarah Wharton, the Senior Director of Innovation and Integrated Marketing for Tommy Hilfiger, is almost certainly “no”.

Yet around 13% of the US population has some sort of disability, and of those, one in five face some sort of dressing challenge, she told the MRS Impact conference (March 2021). One example: the lawyer who has to get up half an hour early when appearing in court because it takes him that long...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands