TOMMY HILFIGER
A Flagship, Everywhere
Art Direction
+
UX/UI Design
+
Product Strategy
+
Launch Strategy
+
Art Direction + UX/UI Design + Product Strategy + Launch Strategy +
CLIENT
Tommy Hilfiger
ROLE
Digital Art Director
SECTOR
Omni Channel Retail
TEAM
Creative, UX, Strategy, Technology, Content
THE CHALLENGE
Tommy Hilfiger ran separate e-commerce sites across Europe, North America and Asia. With a move to a single WebSphere Commerce platform underway, the brand saw the chance to
rebuild its digital experience from the ground up. It set a clear ambition: bring the flagship store online.
The existing sites handled the basics well, with a clear and secure checkout. Our content audit found little else to hold a customer. Product sat on flat grey backgrounds; there was no style
guidance, and outside of promotions there was no reason to return. Global brand tracking showed "American" was the only value customers recognised consistently across markets. The
wit and irreverence of the brand, its "twist", wasn't reaching the screen.
The commercial targets were specific: return traffic, conversion and loyalty sign-up. And Tommy's own teams had to be able to run the site without an agency.
THE IDEA
We approached Tommy.com as a magazine with a shop inside it. Product and editorial share the same pages. A trend feature leads straight to the pieces in it, and a product page can carry
the story it belongs to.
To keep it going week after week, we built a publishing model rather than a campaign calendar. It had four content pillars (Fashion, Inspiration, Heritage, Culture), a suite of
recurring formats with six taken through to production, and social channels that feed back into what gets made next.
The twist became the design brief. Art direction, UX and tone of voice each answered the same question: where is the unexpected detail? You can see it in product photography moved into warm, natural light, in a Denim Fit Guide with an editorial feel, and in Shop the Look pages where video brings an outfit to life before it breaks down into pieces you can buy.
