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How Tommy Hilfiger identified and entered a ‘white space’ | WARC | The Feed
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30 April 2021
How Tommy Hilfiger identified and entered a ‘white space’
NPD
Brand purpose
Diversity & portrayal in advertising
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
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