NFUSED TECHNOLOGY IDEAS:

• Ski with Bluetooth on your sleeve: a small fabricated waterproof Bluetooth device, connecting to your phone, iPod, and headphones, that you can speak into with a digital clock attached to the sleeve of the ski jacket, so skiers and snowboarders don’t need to take off their gloves to answer a text, call, or change their music | Chic minimal design.

• Get Active with Bluetooth on your sleeve: this fabricated Bluetooth technology will also be part of the athletic line.

• Light Up your night: the “nightclub” and athletic & swim lines will be infused with waterproof light and glow technology to make a bold and futuristic statement either when having the night of your life or going on a night run (which will also create safety from motor vehicles in the dark).

• The Denim Line: a wide variety of denim jean styles including bellbottoms, boyfriend jeans, straight-leg jeans, skinny jeans, jean shorts and skirts with a hip hugging Tommy logo waistband for all sizes | A fashionable pant that will never fall down.

 

TARGET AUDIENCE

For my campaign, I wanted to target my generation of college and high school students (Gen Z), as this is the generation that I think currently has the most impact in today’s society. These past few years have been the most controversial years for young adults as we are the definition of change in this country. We are living during a time where politics are no longer contained in the government; they have entered all aspects of the world including fashion. Fashion is now not only being used to showcase the newest clothing, but it is being used to take a stand, have a voice, and implement change and social justice in the world. For Gen Z, social justice is so prominent in our lives, and standing up to social norms and laws is now more acceptable than ever, changing the entire definition of fashion. The concepts of beauty and body image have also transformed tremendously, as the typical “model” look is not the definition of beauty. Fashion is now being defined by diversity and inclusivity; it has become the new mainstream.

 

This past spring, Tommy Hilfiger created his most successful campaign yet, the Adaptive Campaign, which showcases clothing created for people with disabilities. The innovations of this line include easy magnetic closures and accessible openings for people with prosthetics. The Adaptive Line truly is an inspiration for not only the fashion world, but for its customers all around the world, as it sets an example of mindfulness. This line inspired me to embrace Gen Z and expand fashion innovations even further.

 

PROMOTION

Because this line is primarily targeting teenagers and young adults, the main promotion platforms will be Instagram, Snapchat, and YouTube. For my visual, I wanted to create a campaign that truly represented the infusion of retro clothing with new technology, expressed through the mix of black and white and the pops of color on the clothing. I also wanted to portray the versatility of the clothing, emphasizing how this line can be worn in a wide variety of situations for the most fashionable and efficient experience. Tommy Hilfiger apparel is exclusively sold in department stores, Tommy Hilfiger stores, and in Urban Outfitters, so my line will continue to be sold in these select stores. Urban Outfitters embraces individuality, quality, and hip clothing, emphasizing the message of my new line.

 

LAUNCH AND EXPERIENCE

Along with these digital advertisements, this lined will also be launched at a Virtual Reality opening event at the Tommy Hilfiger store on 5th Ave in New York City. As growing technology is a huge aspect of our generation and is so deeply integrated into our lives, I wanted to kick off this line with an experience that embraces the full potential of our generation and can allow customers to have a fun and unique experience with the innovations of the clothing. Tommy Hilfiger is one of the fewfashion brands that has embraced VR’s integration into the retail shopping experience. At a few select stores around the world (one including the NYC 5th Ave. shop), you can actually experience the 2015 Tommy Hilfiger fashion show through Virtual Reality. “These days, you can’t just wait for people to come into the store and try on your jackets. You have to provide entertainment,” said Daniel Grieder, chief executive of Tommy Hilfiger (Chang W. Lee, The New York Times, 2015).

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My virtual reality experience will take the viewer through a series of worlds that will allow them to encounter and come in contact with people who are wearing this new technological line. It will give them the opportunity to really connect with this line through experiencing an exhilarating journey through ski slopes, beaches, and the most vibrant cities of the world. This Virtual Reality setup will remain in a select few stores around the globe after the launch opening to give shoppers the most imaginative, intimate, and unforgettable shopping experience possible. When selling clothing and a brand, it is so important for customers to feel that their experience wearing the clothing is actually important to the brand. Through this new line and campaign, I want customers to feel the most confident they ever have when they represent what this generation has to offer.