tommy hilfiger+ sustainability awareness initiative

[ B L A N K ]

FASHION CANA sustainability in fashion awareness initiative for Tommy Hilfiger

1

[ B L A N K ]

FASHION CANA sustainability in fashion awareness initiative for Tommy Hilfiger

Joy YunLake Kim

Liz ChinchillaOlympia Datta

PDGM 5120, Managing Creative Projects and Teams

Professor Elena Dobreva

Fall 2016

[ BLANK ] CSR PROJECT

2 3

TABLE OF CONTENTS

CONTENTS

SummaryWe are what we wear The Opportunity Design Intent Problem research Interview Insights Areas of opportunityUser 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 findingsSolution Solution componentsLaunch Plan Conclusion The TeamThank you References


4 5

SUMMARY

" Fashion can be a player in protecting the planet."-Pharrell Williams

SUMMARY

Project summaryThis 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 & OpportunityMillennials 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 & InsightsThroughout 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 SolutionThere 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.

ConclusionThe 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.

SUMMARY[ BLANK ] CSR PROJECT

6 7

Fashion, as part of our

$2.45 trillion, global spending

capacity in 2015 was only

the second highest in demand

right behind electronics.

WE AREWHAT 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)

WE ARE WHAT WE WEAR[ BLANK ] CSR PROJECT

8 9

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


10 11

PROBLEM RESEARCH

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 genterationto identify themselvesas environmentalist

Choose a job because ofsustainable considerations

To recycle

Interested insustainable investing

Energy saving

Millennials are interested in finding more about sustainability and solution

37% DISBELIEFWilling 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 ISHOW TO DO IT

HOW EASY IT WAS


12 13

PROBLEM RESEARCH PROBLEM RESEARCH

USER RESEARCHM i l l e n n i a l s

NICOLEUNIVERSITYFRESHMAN STUDENT

19P E R S O N A 1 N I C O L E / 1 9

PER

SO

NA

1

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

VICTORIAGRADUATE STUDENT 23P E R S O N A 2 V I C T O R I A / 2 3

PER

SO

NA

2

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


SOFIEFASHIONPR AGIENCY26P E R S O N A 3 S O F I E / 2 6

PER

SO

NA

3

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


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


14

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

23

3

4

4

5

6

7

8

9

10

1. Need a new pair of jeans2. Browse around by look, fit, color and make3. Compare prices4. Try on jeans; sort, filter and repeat5. 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 influencer7. Visits pop-up store8. Customization station9. Buy happily 10. Selfie station, sustainable ambassador


14 1514

[ BLANK ] CSR PROJECT USER RESEARCH

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 dowhat 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

USER RESEARCH[ BLANK ] CSR PROJECT

16 17

BRAINSTORMINGWe 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 TriggersWhile 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 InterventionsGiven shopping is a behaviour, for actual change, the solution would have to pair ‘while shopping’ marketing (intervention) and ‘ubiquitous’ campaigning (pre and post shopping).

STORYBOARDAs 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 2 THE VIRAL #HASHTAG THE POP UP STORE


18 19

BRAINSTORMING STORYBOARD

19

PROTOTYPEUnlike 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.


20 21

HEROS CAN'T

SAVE THE WORLD. BUT FASHION CAN.

SOLUTIONWith 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.

SOLUT ION[ BLANK ] CSR PROJECT

22 23

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.

SOLUT ION

[ 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.

SOLUT ION

[ 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.


24 25

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.

SOLUT ION

[ Solution 3. Pop up shop ]

SOLUT ION

"SUSTAINABLE

FASHION IS COOL ENOUGH"


26 27

LAUNCH PLAN

LAUNCH PLANLaunch PlanThe 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.

CONCLUS ION[ BLANK ] CSR PROJECT

28 29

[ ][ ]

[ ]

THE TEAM BLANKWe 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 fashionCynic, Olympia Datta

[ ]


30 31

THANK YOUWe’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.

THANK YOU[ BLANK ] CSR PROJECT

32 33

REFERENCEInformation

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

REFERENCE[ BLANK ] CSR PROJECT

34 35


36