From customers to members
The shift created a unique opportunity for the brand to build a global community of female Tommy Hilfiger loyalist, targeting 25-35 year old fashion-aware women. In response to this community brief we pitched a unique membership program based on three pillars: democratization, co-creation and connection.
The program kicked off in August 2016 with the global announcement of Tommy X Gigi, a co-designed collection by brand ambassador Gigi Hadid, the world’s first social supermodel.
We brought the nautically-flavored collection to life on a special membership hub on Tommy.com. Unique content from the collaboration was featured in three different phases: the introduction, the first looks and the launch of the collection.