Launch strategy, TOMMY x GiGi

Assigned by the Marketing department of Tommy Hilfiger, the specialisation Brands & Identity at AMFI (Amsterdam Fashion Institute) was asked to create a multi-channel strategy to launch the collaboration between Tommy and Gigi Hadid in September 2016.

Together with my project partner Laura Smedts, we proposed merging online and offline retail environments, designing a future-forward shopping experience. We identified pop culture to be the two actor’s main backgrounds and delved into the story-telling of Tommy’s heritage, and Gigi’s symbolism.

We pitched our presentation to the Marketing and Human Resource representatives in July 2016 and received very positive feedback regarding our in-depth research and solution-oriented approach to creating a fully new shopping destination.

Here’s an impression of 2 of the 6 ideas we pitched to Tommy: