Tommy Hilfiger Adaptive|海报/平面|广告营销案例【ADGuider广告指南】

Tommy Hilfiger自适应

案例简介：背景 “可持续发展目标” 奖项的时尚公司参赛作品可能包括关于环境影响或社会责任的论文。这个不一样。当我们与Tommy Hilfiger的客户谈论可持续性时，我们谈论的是自我着装的人权。在一个围绕着完全流动性的人设计的世界里，我们认为获得服装是理所当然的。但是对于五分之一的残疾人来说，他们的身体和需求在设计衣服时没有被考虑在内，缺乏服装选择可能意味着有报酬的工作和呆在家里之间的区别。全球有 10 亿人被认定患有残疾。在工业化国家，50% 至 70% 的工作年龄残疾人失业。在那些难以独立着装的人中，只有 15% 的人能够工作 -- 不是因为他们不想工作，而是因为他们不能工作。我们认为，无论是工作、上学还是约会，服装 (或缺乏机会) 都不应该妨碍发挥自己的潜力。与Tommy Hilfiger合作，我们共同创建并推出了首个专为残疾人设计的自适应时尚系列。描述您所在地区的文化/社会/政治/环境气候，以及您在此背景下的竞选活动的重要性残疾的社会模式表明，残疾是人与其生活环境 “不匹配” 的结果。例如，没有坡道的人行道可以说是让坐轮椅到处走动的人致残。密苏里大学最近的一项研究得出结论，缺乏合适的服装选择是残疾人成为劳动力的重要 “残疾”。以前人们已经能够购买适应性服装，但是这些服装是为功能而设计的，而不是为时尚而设计的，并且是为老年人或体弱者设计的。这些选择受到严重限制 (寒冷天气没有冬季外套，工作面试没有西装外套)，并进一步排斥和使残疾人与其他人分开。此外，这表明他们对好看或表达自己不感兴趣，因为他们很难打扮自己。我们都知道在日常生活中感到自给自足有多重要。缺乏良好的服装延续了残疾人依赖他人的观念，并在身体健康的人和残疾人之间造成了分歧。描述创意 (30% 的选票) 如果我们要解决这种不公正，我们需要去找专家。我们不得不挑战一种观念，即对服装和时尚的兴趣是肤浅的，特别是对于那些在日常活动中挣扎或患有重大健康问题的人。对于很少 (如果有的话) 被咨询过时尚的观众来说，我们的努力至关重要。我们的跨学科团队与 1500 个PWDs共同创造了裤子，衬衫，连衣裙和短裤，以新的创新调整当前的设计。这种合作关系产生了比我们自己设计衣服更多的创新解决方案。包容性设计是一个过程，而不是产品。真正改变时尚行业为残疾人服务的方式意味着超越预期: 产品设计或广告中的多样化表现。我们将包括各地的残疾人-不仅仅是设计服装，而是重新想象客户体验，从人工智能到电子商务，客户服务，广告和社交媒体。描述策略 (20% 的选票) 我们认为残疾人是最初的设计思想家; 他们不得不在一个禁用他们的世界中 “黑客” 他们的一生，他们挑战了惯例。为了创造七种新的服装创新 (在近 1,500 件服装中可用)，我们建立了一个专有的在线研究平台，连接我们的团队 (由研究人员、设计师和营销人员组成) 直接与 150 残疾人和他们的照顾者，已发展到全球超过 1500 人。我们的研究产生了咒语: “没有我们，就没有我们。” 如果我们要在这个领域有信誉，我们将需要残疾人参与设计过程的每个阶段，不断为我们的努力做出贡献和评估。这就是为什么我们的创意简报侧重于独立和自我表达作为一项人权 -- 只有当PWDs被包括在对话中时，这才能实现。描述执行情况 (20% 的选票) 在我们的工作中，每个人都声称是第一个做某事的人。除了服装设计，我们在四件事上是第一个: 一是 2018 秋季时尚史上最具包容性的广告活动。我们的盲人导演詹姆斯 · 拉斯建立了一个有残疾个人经验的团队。我们的tal耳鼻喉科是通过舞蹈公司和冲浪治疗师等组织的激情而非残疾塑造的。我们的剧本被拍摄下来，然后被扔掉，支持我们卡斯特自己的话。我们的内容可通过隐藏字幕和音频描述访问，为社交内容设定了新的标准。第二，重新培训能够满足特定受众需求的客户服务代表。三、与亚马逊和Macys.com合作成为第一个适应性大众时尚品牌。第四，第一个Alexa语音技能允许人们根据他们的残疾轻松分类和购物。描述结果/影响 (30% 的选票) 汤米自适应线证明包容性不是慈善事业，它只是一种更好的设计方式。我们的目标不是赢得荣誉，而是卖衣服。我们做到了-两者都有。到目前为止，适应性系列已经为汤米 · 席尔菲格带来了 100 万美元的收入。它发展了业务; 44% 的适应性顾客也交叉购物 (购买非适应性产品)。三分之一的客服电话只是说，“谢谢。” 此外，3分之2 了解该系列的非残疾消费者在三天内采取行动-告诉朋友和/或购买Tommy产品。正如《今日心理学》所写，“将关系维系在一起的粘合剂是对被看到、听到和公平对待的愿望的相互认可。当我们感到被包括在内时，我们被赋予一种自由感和一种充满可能性的生活。" 我们为这一努力感到自豪，并相信时尚的未来是包容的。

Tommy Hilfiger自适应

案例简介：Background Fashion company entries for “sustainable development goals” awards likely include treatises on environmental impact or references to social responsibility. This one is different. When we talk with our clients at Tommy Hilfiger about sustainability, we’re talking about the human right to dress oneself. In a world designed around and for people with full mobility, we take for granted our access to clothing. But for the one-in-five with a disability, whose bodies and needs aren’t taken into consideration when clothes are designed, a lack of clothing options can mean the difference between gainful employment and staying at home. One billion people across the globe identify as having a disability. In industrialized countries, between 50% and 70% of people with disabilities (PWDs) of working age are unemployed. Among those who have difficulty getting dressed independently, only 15% are able to work – not because they don’t want to, but because they are unable to. We believe that clothing (or lack of access) should never get in the way of achieving one’s potential, whether working, attending school, or going on a date. In partnership with Tommy Hilfiger, we co-created and launched the first adaptive fashion line designed for and with people with disabilities. Describe the cultural/social/political/environmental climate in your region and the significance of your campaign within this context The social model of disability suggests that disability is a result of a ‘mismatch’ between people and their lived environments. For example, a sidewalk without ramps could be said to disable people who get around in wheelchairs. A recent study at the University of Missouri concluded that a lack of appropriate clothing options is a significant ‘disabler’ of people with disabilities from being a part of the workforce. People have been able to buy adaptive clothing before now, but the garments have been designed for function, not fashion, and intended for the elderly or infirm. These options are severely limiting (no winter coats for cold weather or suit jackets for job interviews) and serve to further ostracize and set people with disabilities apart from others. Further, it suggests they’re uninterested in looking good or expressing themselves because they have difficulty dressing themselves. We all know how critical it is to feel self-sufficient in daily life. A lack of great clothing perpetuates the perception that people with disabilities are dependent on others and creates a divide between those who are able-bodied and those who are disabled. Describe the creative idea (30% of vote) If we were to fix this injustice, we’d need to go to the experts. We had to challenge a perception that interest in clothes and fashion is superficial, especially for people who struggle with daily activities or suffer with significant health issues. For an audience who had rarely (if ever) been consulted about fashion, our effort was crucial. Our interdisciplinary team co-created pants, shirts, dresses, and shorts with 1500 PWDs, adapting current designs with new innovations. The partnership yielded significantly more innovative solutions than if we had designed the clothes ourselves. Inclusive design is a process, not a product. Truly changing how the fashion industry serves people with disabilities means going beyond the expected: product design or diverse representation in advertising. We’d include people with disabilities everywhere – not just to design clothes, but to reimagine the customer experience, from AI to ecommerce, customer service, advertising and social media. Describe the strategy (20% of vote) We think of People with Disabilities as the original design thinkers; having had to ‘hack’ their entire lives in a world that disables them, they challenge the conventions. To create seven new clothing innovations (available in almost 1,500 garments), we established a proprietary online research platform, connecting our team (consisting of researchers, designers, and marketers) directly with 150 people with disabilities and their caregivers which has grown to over 1500 people globally. Our research yielded the mantra: “Nothing about us, without us.” If we were to have credibility in the space, we would need people with disabilities involved at every stage of the design process, continually contributing to and evaluating our efforts. It’s why our creative brief focused on independence and self-expression as a human right – which can only be realized when PWDs are included in the conversation. Describe the execution (20% of vote) In our line of work, everyone claims to be the first at something. Beyond clothing design, we were the first at four things: One, the most inclusive advertising campaign in fashion history in Fall 2018. Our blind director, James Rath built a crew with personal experience with disability. Our talent was cast by passion, not disability, through organizations like dance companies and surf therapists. Our script was filmed, then thrown out, in favor of our casts’ own words. Our content was accessible via closed caption and audio description, setting a new standard for social content. Two, retrained customer service reps who could address specific audience needs. Three, partnerships with Amazon and Macys.com as the first adaptive mass fashion brand. Four, the first Alexa voice skill allowing people to easily sort and shop by their disability. Describe the results/impact (30% of vote) The Tommy Adaptive line proves that inclusivity is not philanthropy, it’s simply a better way to design. Our goal was not to win accolades, it was to sell clothes. And we did - both. The Adaptive collection has so far yielded $1M in revenues for Tommy Hilfiger. It grew the business; 44% of Adaptive customers also cross-shopped (buying non-adaptive product). One-in-three customer service calls are just to say, “Thank you.” Additionally, that two-thirds of non-disabled consumers who learn about the line take action within three days - telling friends and/or buying Tommy product. As Psychology Today writes, “The glue that holds relationships together is the mutual recognition of the desire to be seen, heard, listened to, and treated fairly. When we feel included, we are granted a sense of freedom and a life filled with possibility.” We’re proud of this effort and believe the future of fashion is inclusive.