Brands entering a white space have a unique opportunity to be truly consumer-centric, as the experience of Tommy Hilfiger Adaptive in developing apparel for disabled consumers demonstrates.

Why it matters

With no existing research and no benchmarks to turn to, Tommy Hilfiger set aside any preconceptions and listened closely to what its target market was telling it.  And it has reaped the benefits in terms of sales and customer satisfaction.

Takeaways

• Think about the person first, not the segment that defines them: people with disabilities want what everybody else wants.
• But address the complicating factors they face: assess the whole...