Tommy Hilfiger
Spring 2023 Relaunch
Creative Direction, Brand and Product Strategy, Amazon Brand Stores, Amazon Media, Packaging Design, Retail Development
For Spring 2023, I lead the PVH Marketing team in collaborating with Product Design to refresh the Tommy Hilfiger Dress Shirt Collection; restructuring design, strategy, brand creative, and marketing. My team conceptualized and executed a new on-product branding system, enhanced digital content, and overhauled in-store marketing at retailers nationwide.
These efforts were highly effective across Department Stores and the dedicated Amazon Brand Store, resulting in a significant increase in sales and improved consumer engagement.
As many of today’s Department Stores have very few sales associates, the signage and on-product marketing must be extremely clear and speak for themselves. Dress shirt fit communication is complex and often a consumer pain-point, so this new system of signage and product trim provided an opportunity to improve both the digital and physical experience for wholesale accounts and the customer.
