Tommy Denim - Repositioning Strategy

Brand Strategy · Creative Direction · Design

Asked to attract a new target group to the Tommy Hilfiger stores, the repositioning strategy of ‘Tommy Denim’ unites the brand’s American youth culture heritage with a more uplifting and downtown vibe. Driven by the mantra of #bettertogether, it highlights the brand’s quirky assets and features a collection of brands in the store, dealing as the go-to pitstop for the new Tommy Girl.