A campaign developed to bring awareness to Tommy Hilfiger's customers on their corporate responsibility initiatives. Collaborative work, solely responsible for research, client relationship, idea development and content.

1. [ B L A N K ]
FASHION CANA sustainability in fashion awareness initiative for Tommy Hilfiger
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2. [ B L A N K ]
FASHION CANA sustainability in fashion awareness initiative for Tommy Hilfiger
Joy Yun
Lake Kim
Liz Chinchilla
Olympia Datta
PDGM 5120, Managing Creative Projects and Teams
Professor Elena Dobreva
Fall 2016
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3. TABLE OF
CONTENTS
CONTENTS
Summary
We are what we wear
The Opportunity
Design Intent
Problem research
Interview
Insights
Areas of opportunity
User research
Persona
A shopping spree
Design Criteria
I do what they do
More than the product, it’s an experience
Brainstorming
Storyboard
Prototype (1, 2)
Assumptions
Testing and findings
Solution
Solution components
Launch Plan
Conclusion
The Team
Thank you
References
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4. SUMMARY
" Fashion can be a player
in protecting the planet."
-Pharrell Williams
SUMMARY
Project summary
This project is an opportunity to increase awareness and motivate consumers to make more sustainable
choices. Millennials are making their way to the highest consuming generation across the globe. The fashion
industry is one of the key players of millennials's consumption and brands, like Tommy Hilfiger, are reacting to
their needs and desires accordingly. Through various research methods and prototyping sessions, we have
developed two marketing campaign models that will effectively deliver the true message of sustainability in
the fashion industry to millennials.
Issue & Opportunity
Millennials currently have a buying power close to $2.5 trillion, and this stunning number is expected to grow
rapidly. Research shows that with the abundance of goods, millennials are the least sustainable generation.
By analyzing millennials shopping patterns, we see that it is time to inform them of how their buying power
can truly make an impact on the earth.
Findings & Insights
Throughout our research, we found out that millennials want to have unique experiences in many aspects of
their life. One major aspect is shopping. Shopping is rather a means to hang out and have new experiences
rather than just a mere transaction. Fast fashion has captured their needs, but at a cost of countless waste
dramatically harming the environment and its people. A majority of millennials are aware of this tragedy, but
have difficulty to reject the temptation to stay in style at an affordable price. With increasing awareness of
sustainable efforts, they are keen on finding solutions and possible contributions.
Case Solution
There are offline and online marketing campaigns. Our first client is Tommy Hilfiger with their brand
ambassador GiGi Hadid. Our offline campaign is to create a mobile pop-up store for customer to customize
their denim. Each piece will have a unique sustainability story,which customers will be educated on. Our
online campaign is to spread a viral videos with a message to increase the awareness of sustainability on a
global level.
Conclusion
The participants were truly and happily engaged throughout our prototyping sessions. We witnessed the
power of influencers on social media during Instagram prototyping for a viral video. It was posted on Joy’s
Instagram who had over 5,000 followers. It was a hands-on experience to receive various reactions and
different opinions about sustainability in fashion. Although our initial target is millennials, we are hoping to
have strong impact on other generations through our campaigns.
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5. Fashion,
as part of our
$2.45 trillion,
global spending
capacity
in 2015 was only
the second highest
in demand
right behind electronics.
WE ARE
WHAT WE WEAR
Tommy Hilfiger, a NY-born fashion apparel company,
began its journey towards a, ‘sustainable evolution’
in early 2012, with a target of being completely
sustainable by 2020. Setting clear goals for its
supply chain, manufacturing, packaging and in store
practices, Tommy Hilfiger is committing to continue
making beautiful fashion, but now without causing
any more damage to the world.
As a continuously evolving industry, every person
who’s ever purchased a piece of clothing is a part
of the ecosystem, making them responsible for the
universal consequences of their choices. However
most people are ignorant of the direct impact their
choices have on the environment and communities
where these clothes are made
A, ‘two birds with one stone’ concept,
our idea was to bring to light the urgent need for
making sustainable choices in fashion while
guiding the newly enlightened towards Tommy
Hilfiger as a brand committed to leading a
‘Sustainable Fashion Evolution’.
THE OPPORTUNITY
DESIGN INTENT
Our design intent was
• To create an awareness initiative for our
audience to establish what sustainability
means in fashion
• To guide consumers in making sustainable
choices
• To showcase Tommy Hilfiger’s current
sustainability efforts and their plans to continue
the same in the future
• To create a solution that marries the two
goals above
Our metrics for success
for this initiative are
• Consumers previously unaware of this
concept, now understand sustainability in
fashion
• Consumers care enough to follow Tommy
Hilfiger’s sustainability initiative
• Consumers participate and join in on the
conversation (voluntary ambassadors)
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6. PROBLEM RESEARCH
Solving for the whole, we set out to understand
‘sustainability’ in the fashion industry, relative to the
two main stakeholders in this conversation; consumers
who buy the clothes and brands who make them, i.e. our
pilot partner, Tommy Hilfiger.
INTERVIEW
PROBLEM RESEARCH
“What we have done
with GiGi
and urban outfitters
we see there is
a millennial opportunity”
“...it was hip
and it was cool
and it was trying to touch
on a hipper customer
under the handle
Tommy Hilfiger”
We interviewed 4 Tommy Hilfiger employees
including the CEO, gathering in depth information on
their sustainable evolution strategy, their target audience
and feasibility. We found that Tommy Hilfiger is more
than willing, rather waiting for there to be a demand in
sustainable fashion and that they’re targeting millennials,
trying for a hip and cool customer base.
tommy hilfiger CEO
“I personally, i’m not.. It’s
awful i should have more
concerned but I don’t
only buy sustainable
products.”
We also spoke to 3 members of the fashion publishing
industry trying to gauge what the state of sustainable
fashion is in the media. A rising buzzword in the last few
years, their awareness of the need for more sustainable
fashion choices, didn’t always translate into action. Either
the price or the unfashionable look got in the way of it.
Finally reaching out to family, friends and random
strangers, we discovered that consumers were split down
the middle in being aware and caring about sustainability
in fashion. Our main takeaway was that people didn’t
know how to be sustainable in fashion, even if they did
know something about it.
“... there are people that
see sustainable as a buzz
world and trendy thing...”
“Yes, as a writer I am
more interested in
covering brands that are
making an effort to be
responsible and change
the industry.”
“ Omg, I had no idea
that it needs that much water
for one jeans. It’s crazy!
I wanna know more about
how it causes the problems."
“I just need someone to
teach me how.”
“Now I’m curious about
the solutions.”
man repeller marketer
man repeller head eaditor
magazine writer
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PROBLEM RESEARCH

7. INSIGHTS
Millennials are aware of sustainability
especially in their own field.
It is still difficult to motivate millennials to
practice their own sustainability
80%
32%
3X
LESS LIKELY
84%
Prefer to work for
sustainable employers
The lowest genteration
to identify themselves
as environmentalist
Choose a job because of
sustainable considerations
To recycle
Interested in
sustainable investing
Energy saving
Millennials are interested in
finding more about sustainability and solution
37% DISBELIEF
Willing to spend more
for the brands
that support the cause
In a product that is not
immediately indentifiable
as eco- friendly as originally
claimed by the brand
AREAS OF OPPORTUNITY
They’d care about
sustainable fashion
If they knew...
WHAT IT IS
HOW TO DO IT
HOW EASY IT WAS
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PROBLEM RESEARCH PROBLEM RESEARCH

8. USER RESEARCH
M i l l e n n i a l s
NICOLE
UNIVERSITY
FRESHMAN
STUDENT
19
P E R S O N A 1 N I C O L E / 1 9
PERSONA1
WHAT IS
SUSTAINABLE FASHION?
IS IT JUST DONATING MONEY
TO POOR PEOPLE?
PERSONAL INFORMATION
- Income: $800 (part time job)
- Lifestyle: Outgoing social butterfly
in university
-Typical on-trend person
DEGITAL BEHAVIOR
- Tech savvy person
- Instagram, facebook, snapchat
- Followers: 5K
- Post average: 6.1 per week
- Get likes: 230
SHOPPOING BEHAVIOR
- Brand: H&M, Urban outfitters
- Frequence: 2-3 times a month
- Spending: $250
LOCATION
/ NYC
Nicloe is a typical trend obessed girl, with 'never enough' closet
space. She doesn't know anything about sustainability. She is
usually on her phone all the time, chatting & browsing on facebook,
instagram and snapchat.
Nicole likes to be on trend, shop seasonally. She follows a lot of
celebrities, viisting the places they go, doing the things they do. As
she only works part time in the coffee shop, she's always on the
lookout for a good deal, something that looks good without costing
an arm and a leg.
- It's always 'Sophie's choice' like having to choose between all the
stuff she tries on, trying to stay on budget.
- It's also hard making space in her closet for all the new clothes.
- The worst is discarding old and comfy clothes that are in perfectly
good shape but are no longer fashionable.
Nicloe wants to ...
- Look cool and trendy
- Get a good deal on shopping
- Get more followers with cool
pictures and vibes
We want Nicloe to be..
- Concerned about sustainable
fashion choices
- Think Tommy Hilfiger is cool
PERSONAL PROFILE
MOTIVATIONS
FRUSTRATIONS
(USER) GOALS BUSNIESS OBJECTIVE
VICTORIA
GRADUATE
STUDENT 23
P E R S O N A 2 V I C T O R I A / 2 3
PERSONA2
I STUDY ARCHITECTURE AND
I'M FAMILIAR WITH SUSTAINABILITY
IN MY FIELD. BUT I DIDN'T KNOW
THAT FASHION ALSO COULD BE
SUSTAINABLE.
LOCATION
/ NYC
PERSONAL INFORMATION
- Income: $800 (paid intern)
- Lifestyle: Outgoing,
very interactive person
-Typical on-trend person
DEGITAL BEHAVIOR
- Tech savvy person
- Instagram, facebook, snapchat
- Followers: 2.7K
- Post average: 13 per week
- Get likes: 200
SHOPPOING BEHAVIOR
- Brand: zara, anthropologie, madewell
- Frequence: 2-3 times a month
- Spending: $300
Victoria as an architecture student is aware of sustainble patterns
and designs in nature, but was surprised that sustainability could be
associated with Fashion. She's creative and has a strong sense of
style and actively interacts with other people with similar tastes.
She plans her looks for the day, ahead of time, to vary by day and
night, venue, event and accessories. She tries to recycle her older
clothes with newer things trying not to go over budget.
- Very few day-to-night easiliy convertible clothes
- Stuff that she can wear all day are usually more expensive.
- Most of her clothes, trying to be on trend, are of inferior quality,
which don't last more than a year
Victoria wants to be..
- Cool and trendy
- Get a good deal on shopping
- Have higher quality in her
fashion
We want Victoria to be..
- Concerned and aware of
sustainable fashion
- Think Tommy Hilfiger is cool
PERSONAL PROFILE
MOTIVATIONS
FRUSTRATIONS
(USER) GOALS BUSNIESS OBJECTIVE
SOFIE
FASHION
PR AGIENCY
26
P E R S O N A 3 S O F I E / 2 6
PERSONA3
I'VE HEARD OF IT
BUT I NEED SOMEONE
TO TEACH ME HOW!
LOCATION
/ NYC
PERSONAL INFORMATION
- Income: $3,000
- Lifestyle: Outgoing, attend a lot of
fashion events.
-Typical on-trend person
DEGITAL BEHAVIOR
- Tech savvy person
- Instagram, facebook, snapchat
- Followers: 3.2K
- Post average: 4 per week
- Get likes: 180
SHOPPOING BEHAVIOR
- Brand: A.P.C, COS, J.crew
- Frequence: 2-3 times a month
- Spending: $500
Sophie works in the world of fashion, so she has heard about
sustainability in fashion. However the events that she attends only
use it as a buzzword and never go into details of she can be more
sustainable with her fashion choices.
Sophie is always on trend (benefits of working with fashion) and
has a little more to spend on shopping. She is interesetd in knowing
more but doesn't know how to be involved.
- There's no DIY guide to be being sustainable in fashion.
- Her options are very limited
- Also while she is into sustainable fashion, the aesthetic is more
important
Sofie wants to be..
- Look cool and trendy
- Get better options
- Wants to be an influencer in
the fashion world
We want Sofie to be..
- Know how to make sustainable
fashion choices
- Know that Tommy Hilfiger is on
the sustainable evolution road
PERSONAL PROFILE
MOTIVATIONS
FRUSTRATIONS
(USER) GOALS BUSNIESS OBJECTIVE
Adapting Tommy Hilfiger’s millennial audience as our own, we established a clearer understanding of what
their needs and priorities are, which put together with our research insights and created the foundation for
our solution.
PERSONA
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Nicole Nicole
Nicole
“What we have
done with GiGi
and urban outfitters ...
we see there is a
millennial opportunity”
- Tommy Hilfiger CEO
A SHOPPING SPREE
USER RESEARCH
Original shopping experience + With our solution
1
2
2
3
3
4
4
5
6
7
8
9
10
1. Need a new pair of jeans
2. Browse around by look, fit, color and make
3. Compare prices
4. Try on jeans; sort, filter and repeat
5. Repeat
"Oh i need a pair
of jeans :) "
"I love shopping!! "
HAPPY
NATURAL
SHOPPING TIME
SAD
"Really nothing
looks good."
"OMG 50% off!"
"And it's
so expensive!!"
"Umm it
looks okay."
"It really fit
well on me!."
REPEAT
"Oh gigi support
sustainable fashion.
what is it?"
"I want to know more!"
"This is fun!
I can make
my own jacket!"
"I want to
share it
with my firend!"
"it's quite expensive
but it's affordable"
6. Instagram influencer
7. Visits pop-up store
8. Customization station
9. Buy happily
10. Selfie station, sustainable ambassador
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9. The highest form of flattery is imitation, and people
especially millennials are obsessed with what their
favorite celebrity eats, does and wears. So if they
can bring choker necklaces and the 80’s headband
into style, influencers can lead by example about
caring where your clothes come from and at what
the real cost is.
We need a fashion collection that looks good
while being sustainable in all aspects. The
sustainability efforts need to be defined and
highlighted within the ecosystem of their
shopping.
I do
what
they do!
Based on our research, we needed to design a
solution that would capitalize on the two distinctly
new behavioural trends of the millennials without
taking away from what fashion is.
DESIGN CRITERIA #1
USER RESEARCH
FUNCTIONALLY
The value of an experience is ranked much higher
over just a product by generation Z. There’s a need
to find meaning in their possession and take a
stance about it. Brands which offer a longer lasting,
memorable experience along with giving back to
greater, social good, check spacing tend to be the
choice of the millennials. Based on our research,
we needed to design a solution that would capitalize
on the two distinctly new behavioural trends of the
millennials without taking away from what fashion is.
SOCIALLY
The origin stories associated with the collection
are easily available while browsing, allowing
them access to know more about where these
clothes are coming from. A deeper, more
memorable bond can be created if the buyers
could be engaged in a more hands on way.
Leverage their already existing interaction with
their favourite celebrity on social media by
creating a space for them to create their own
original take and join in the conversation.
More than
the product,
it’s about the
experience
EMOTIONALLY
DESIGN CRITERIA #2
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10. BRAINSTORMING
We conducted a brainstorming workshop to use
the group as a create and test focus group, to
understand what would make them as millennials
look up and pay attention to this problem and what
their current take on it is.
As individuals we asked each person to create
#Hashtags that they would click on while browsing
on any social media sites. Once done we polled the
room with these creations, discovering that people
were more likely to click on either a positively toned
hashtag or one that had a shocking collection of
words.
We then opened up the floor to discussion as to
what sustainability in fashion means to the group.
In unison, sustainability as a word came out looking
less credible, overused and not really defined in
what it stands for. But what it stands for in
fashion varied:
Fair trade materials
Worker’s rights
Environment friendly chemicals
Animal-cruelty free materials
Less water and energy usage
Recycle and reuse
Main takeaway from the Brainstorming session
‘In Your Face’
Bringing the seriousness of the situation to the
forefront proves to be a very effective way to capture
attention and spark curiosity and interest.
Positive vs Negative Triggers
While both triggers are equally effective at capturing
attention, people are more likely to click on negative
trigger texts (#hashtags) but will respond better to
positive visuals and solutions.
Campaigning and Interventions
Given shopping is a behaviour, for actual
change, the solution would have to pair ‘while
shopping’ marketing (intervention) and ‘ubiquitous’
campaigning (pre and post shopping).
STORYBOARD
As part of conceptualizing our solution, we used
wireframes to map out the sequence of experiences
that make up our solution.
Hashtags, the new standard lead for mass
revolution, are the perfect tool to collectively
showcase the issues we’re trying to raise
awareness for, what Tommy Hilfiger is doing about it
and how anybody can be a part of the conversation.
The mobile pop-up store, a current trend, is the next
cool thing that millennials might want to experience.
Housing Tommy Hilfiger’s sustainable apparel, a
‘Bring-your-own-denim’ customization counter and
a selfie station, the vibe of the store is to learn,
experience and participate in the ‘sustainability in
fashion’ conversation.
1 2THE VIRAL #HASHTAG THE POP UP STORE
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BRAINSTORMING STORYBOARD
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11. PROTOTYPE
Unlike research and observations, prototyping
session was an actual engagement by regular
consumers with various backgrounds. It was
important to successfully convey our message in
front of the audience. Therefore, prototyping session
needed to be fun, naturally engaging them into
the topic of sustainability. Focusing on educating
consumers about sustainability, it was a valuable
moment for them to find out shocking statistics and
facts discovered throughout our research. Towards
the end of prototyping sessions, we were able to
narrow down our scope of campaign, polishing it
with more feasible ideas.
The Rationale
• Go where the millennials are
• Create an experience that they will enjoy and
share with their friends or even the rest of the world
• Omnichannel approach
• Use social media channels to pique
their interest, raise and spread awareness
• A brick and mortar space to create an
immersive experience showcasing the
‘sustainable is beautiful’ collection while
also reinforcing the sustainability in
fashion awareness message.
Our Assumptions
1. Users
• The highest form of flattery is imitation, and
people, especially millennials are obsessed with
what their favourite celebrity, eats, does and wears.
• People will follow influencers.
• People will connect the influencer being cool with
sustainably being cool.
• People will be excited to repurpose old clothes
(associating it with sustainability, eg: moleskine +
tattly, lululemon design lab).
• People will experience an emotional attachment to
their customized item.
• People who do not buy sustainably will be
converted to sustainable fashion.
2.Retailers & Brands
• Retailers and brands can no longer afford to ignore
sustainability as an important issue, and as more of
their customers take notice, so will they.
• Retailers will not be onboard with this idea right
away
• The initial change will be expensive
3.Influencers
• Endorsing a product is not the same as leading a
revolution. Influencers will have to actually believe
in the purpose like Emma Watson, Margot Robbie
and Lupita Nyong.
• Influencers will believe in the cause and be willing
to lead campaign in partnership with Tommy Hilfiger
S E S S I O N 1 , 2
PROTOTYPE PROTOTYPE
PROTOTYPE SESSION 1
PROTOTYPE SESSION 2
PROTOTYPE TAKEAWAY
Welcome to our pop up shop!
For the first round of prototyping, we tried to look at what
the shopping experience would be like within the popup
store. Students were handed fake money and given
‘shopping options’ to select based on the origin story
of the material. Once selected, they had the option of
customizing their item using patches. We let them choose
how much they’d pay for the item and also make optional
donations in lieu of their customization. Our session
ended with an in-depth discussion about the experience
as a whole, what worked and what didn’t.
Our findings from this first session was
• Shoppers customization donations were made
based on the origin stories.
• More than 60% of the shoppers would need a
markup breakdown.
• Shoppers stress the entire process
(experience and the sustainability education) matters.
• They were not aware of what sustainability
in fashion means.
LIterally 40 seconds of your time!
For our second prototyping session, we focused on just
‘sustainability awareness’ to see if people care. Using
Snapchat and instagram stories, we created short,
relatable, ‘informative’ stories that present facts about why
sustainability in fashion is important and why they should
care.
Our findings from this first session was
We found out that even though only 60% of the
participants were somewhat aware of this,
more than 86% were willing to know more
about what sustainability in fashion is and what they can
do about it.
Customers don’t even know what sustainability in fashion
or sustainable fashion means.
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12. HEROS CAN'T
SAVE THE WORLD.
BUT FASHION CAN.
SOLUTION
With an end goal of educating millennials, there are two
finalized campaign proposals: an offline pop up store and
an online viral video. Powered by the world-famous brand,
which hires Gigi Hadid to target millennials, our purpose
and Tommy Hilfiger’s needs match with the criteria of the
generation. The offline pop-up store will specifically focus
on delivering the meaning of sustainability by having
consumers engage in customization of Tommy Hilfiger’s
products. In the meantime, we would like to express
our thoughts through social media – i.e., Instagram and
Snapchat – by making a viral video for millennials. We
believe that a combination of offline and online campaigns
will spread out the message to our target simultaneously
for the best results.
o v e r v i e w
Sustainability in Fashion
There is no unified definition for what counts as
sustainability in fashion. Our solution aims to define
and generate a conversation around it. Sustainability in
fashion is so much more than just organic materials. It
is producing just enough to meet the demand, without
harming the environment and without exploiting the
resources. It is about enriching the communities they’re
being created in, valuing their rights and privileges, and
helping them grow in the process. It is an equally shared
responsibility of both the creators and the buyers to be
mindful of how and where their clothings come from.
Solution Components
Our solution aims to tackle what sustainability in fashion
means and how big brands like Tommy Hilfiger (eventually
others) are a part of that conversation. Part-educational,
part-awareness initiative, the idea is to reach out to our
target audience in the places they spend most of their
doing things with people they find interesting.
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13. Influencers of both global and local stature would be partnered with to gain
access to their followers. Using their channels and their voice, the message of
sustainability in fashion would be delivered along with a call to action to visit
and be a part of the revolution.
Sustainable fashion champions like Emma Watson, Lupita Nyong and Margot
Robbie personally believe and showcase their choices in global media,
inspiring designers and consumers alike to make sustainability a priority.
Partnering with such influencers, will create both a proper understanding of
what sustainability in fashion is and what it looks like.
SOLUTION
[ Solution1. Influencer partners ]
THAT'S
WHY
SUSTAINABLE
FASHION
IS IMPORTANT
Millennials spend most of their time on social media sites like Instagram,
Facebook and Snapchat. The awareness messages and the directions of
how they can be involved should be accessible, interactive and shareable on
those sites. With a unique tone shared by all the messages, the campaign will
incentivize spreading the message by tagging their friends and family thereby
multiplying our reach.
SOLUTION
[ Solution2. Social media marketing ]
By making teaser like clips of relatable facts highlight how preserving the
natural resources where the clothes are made or treating the workers in the
process with fair and equal rights are all a part of sustainable fashion. Not
just educational online, these social media messages will also encourage
consumers to visit the pop-up store to learn more and make an active
participation.
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14. The end point of all the above, the pop up shop will showcase a new collection
of sustainable fashion along with more in-depth information about the
sustainability efforts that went into creating them.
The mobile shop will also house a customization station for people to bring in
their old denim and give it a makeover to their own taste, with the proceeds
from this going directly to the people and the communities who created the
capsule collection.
The shop experience is rounded up with a selfie station that encourages
visitors to take a selfie and post it to their own social media channel, taking a
stance with their favourite celebrity, thereby marketing the pop up shop and the
initiative it stands for.
SOLUTION
[ Solution 3. Pop up shop ]
SOLUTION
"SUSTAINABLE
FASHION IS
COOL ENOUGH"
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15. LAUNCH PLAN
LAUNCH PLAN
Launch Plan
The purpose of our plan is to bring awareness of
sustainability to our customers. During the pre-launch
we will plan and prepare all social media and influencers
outreaches. Also, with our campaign we will design
our pop up container and spread the buzz through
our marketing channels. The social media and pop up
launch with be aligned with Tommy’s Fall ‘17 fashion
show. Analysis of return and measurable outreach will be
evaluated post-launch.
• Plan social media campaign
• Prepare outreach plan for press/
bloggers/influencers
• Create content for launch (teaser
video,photos, written content)
• Plan posts with influencer (GiGi)
• Design pop up shop and prep for
customization station
• Start social media contests to
create a buzz
• Social media launch
(Facebook, Instagram, Snapchat, Twitter)
• PR outreach
• Pop up shop initiative
• Launch event aligned with 2017
• Fashion week & Tommy fashion
show
• Measure impact
• Sustain buzz and conversation
• Analyze returns and outreach
• Review insights
• Present success story to client
Pre launch Launch Post launch
CONCLUSION
“Call it eco-fashion if you like, but I think it’s just common sense.”
–-Livia Firth, Founder of Eco Age and the Green Carpet Challenge on Chopard’s blog
Tommy Hilfiger has already begun working on their ‘sustainable evolution’ to be the industry leader
for sustainability in fashion. Committed to continuing their iconic sense of style while making
a positive impact on the people, communities and the ecosystems, their clothing is created in,
Tommy Hilfiger is eager and willing to make sustainable fashion choices, the norm.
Sustainability comes in all shapes and sizes in the fashion industry. Whether it’s using organic
materials, reducing production and consumption, buying vintage or repurposing old clothing,
every little bit counts. Bringing the sustainability mindset to mainstream fashion is a process
that involves preserving the ecosystem, not using harmful chemicals and making clean production a
priority in every step of the process.
Tommy Hilfiger has set clear targets to be achieved by 2020, the changes for which are to start at
the core of the company. Focusing on sustainable resources, water and energy sustainability,
clean packing and emissions and inclusive, healthy communities, Tommy Hilfiger has taken
it’s first step towards leading sustainable fashion.
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16. [ ][ ]
[ ]
THE TEAM BLANK
We are a pilot sustainable fashion consultancy focused on raising awareness
about sustainability in fashion, working with partners to showcase their
sustainability efforts and sharing the know-how. The team members are:
THE TEAM
Joy, head designer and medium for our final proof of
concept, is the embodiment of the trendy on fashion
millennials this paper talks about. Her experience in
the fashion social media marketing and graphic design
field allowed her to take both a design and marketing
perspective approach on the project.
Liz, the Tommy Hilfiger men’s merchandising intern
brought valuable insights from the Tommy Hilfiger team.
Coming from a business and fashion background her
experience building brands internationally brought a keen
understanding of the fashion ecosystem, helping to build
our solution.
Lake, our information collector, worked in the fashion
industry for 3 years. He provided various hands-on
experiences to build realistic solutions. Also, his previous
work as a researcher has helped the team collect
extensive amount of relevant information for this project.
Olympia, the fashion cynic, embraced the discomfort of
caring about fashion as much as the rest of the team. A
UX specialist by day, her experience of making sense out
of chaos, understanding the perspectives of the users and
brands helped shaped the proposed solution.
The Head
Designer,
Joy Yun
The Tommy
Hilfiger intern,
Liz Chinchilla
The Fashion
Brand Creator,
Lake Kim
The fashion
Cynic,
Olympia Datta
[ ]
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17. THANK YOU
We’re thankful for the invaluable asset we found in our classmates, giving us
wonderful ideas and constructive criticism.
We also appreciate all the anonymous people who participated in our
prototyping sessions and gave us feedback to keep refining the solution.
Finally we’re grateful for the guidance and encouragement our Professor
Elena Drobova provided us with from start to finish, and for introducing us to
Neuehouse, as one of our new aspirations.
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18. REFERENCE
Information
http://www.pkgbranding.com/blog/5-reasons-why-visible-sustainability-matters-to-millennial-
consumers
https://www.bloomberg.com/news/articles/2016-10-26/millennials-are-coming-and-they-want-
sustainable-investments
http://sustainablesmartbusiness.com/2015/09/millennials-demand-sustainability-really/
https://www.businessoffashion.com/articles/right-brain-left-brain/sustainability-is-out-responsible-
innovation-is-in-copenhagen-fashion-summit-environment-nike-patagonia
http://www.sustainablebrands.com/news_and_views/stakeholder_trends_insights/aarthi_rayapura/
millennials_most_sustainability_conscious
http://www.huffingtonpost.com/entry/problem-fast-fashion_us_57ebfeafe4b0c2407cdb22c0
http://www.hannahbeckermba.com/blog/40-facts-about-millennial-consumers
http://www.triplepundit.com/special/sustainable-fashion-2014/
http://www.greenstrategy.se/sustainable-fashion/seven-forms-of-sustainable-fashion/
https://global.tommy.com/au/en/about/corporate-responsibility/10
Books
Designing for Growth: A Design Thinking Tool Kit for Managers, Liedtka, Jeanne, and Tim Ogilvie.
New York: Columbia Business School Pub., Columbia UP, 2011
Business Model Generation, Alexander Osterwalder, Yves Pigneur, 2010
Images
Prototyping session in class
Tommy Hilfiger website
https://www.pexels.com/photo/woman-wearing-brown-hut-and-brown-backpack-facing-brown-
wooden-table-131285/
https://www.pexels.com/photo/closet-shopping-clothes-fashion-26549/
http://chicflavours.com
https://www.pexels.com/photo/clothes-fashion-shop-retail-25641/
https://bkaccelerator.com
https://www.pexels.com/photo/fashion-texture-luxury-design-135620/
http://pharrellwilliams.com
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