{"id":20233,"date":"2022-12-01T15:33:25","date_gmt":"2022-12-01T15:33:25","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/01\/tommy-hilfiger-names-global-creative-agency-to-reach-gen-z\/"},"modified":"2022-12-01T15:33:25","modified_gmt":"2022-12-01T15:33:25","slug":"tommy-hilfiger-names-global-creative-agency-to-reach-gen-z","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/01\/tommy-hilfiger-names-global-creative-agency-to-reach-gen-z\/","title":{"rendered":"Tommy Hilfiger Names Global Creative Agency to Reach Gen Z"},"content":{"rendered":"

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Fashion house Tommy Hilfiger<\/a> (TH) is set to target a younger demographic through the appointment of a new global creative agency.<\/p>\n

Having appointed London-based agency Sunshine, which has a background in working with brands in the entertainment space, the brief will be to grow TH\u2019s audience reach to be more engaging to Gen Z consumers.<\/p>\n

Headquartered in the Netherlands but with a global outlook, TH has said that it was looking to recruit \u201ca modern-day creative agency\u201d that would help it grow a greater resonance beyond its core audience.<\/p>\n

In August, while publishing its second quarter results, parent company PVH Corp. revealed that TH\u2019s\u00a0revenue had decreased by 5% year-over-year during the quarter despite a 6% increase in North America.<\/p>\n

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Stefan Larsson, chief executive officer of PVH Corp., said in a statement that the company was \u201cintensifying [its] focus\u201d to drive growth for both TH and sister brand Calvin Klein by \u201cconnecting\u201d them \u201ccloser to the consumer than ever before\u201d using a direct-to-consumer digital strategy.<\/p>\n

This new marketing strategy will be led by president and chief brand officer\u00a0Avery Baker, who was promoted into the role in 2020, and chief marketing officer Alegra O\u2019Hare<\/a>, who joined from Gap in April 2021.<\/p>\n

It includes the decision to leave longtime incumbent agency Laird + Partners, which had held the account for more than a decade.<\/p>\n

The paid-for review process was conducted by intermediary Creativebrief.<\/p>\n

According to a statement from TH, it required competing agencies to undertake \u201ca more workshop-based approach\u201d which would establish \u201ca feel for a cultural match and real-life working relationships.\u201d<\/p>\n

Sunshine, which has offices in both London and Los Angeles, has worked with many fashion brands in the past including Dior, LVMH, Ted Baker, Jimmy Choo and Victoria\u2019s Secret. It lists its expertise as being a brand consultancy across entertainment development, business transformation, campaign and design and visual expertise.<\/p>\n

The agency has not yet responded to Adweek\u2019s request for comment.<\/p>\n

The Web3 engagement strategy<\/strong><\/h4>\n

The company has already set its plan to reach younger consumers in motion, having created a branded presence on virtual gaming platform Roblox<\/a> with Tommy Play where community members are able to play mini games and socialize with one another.<\/p>\n

\u201cRoblox shares many of our brand values: inclusivity, diversity, creativity and\u2014above all\u2014a focus on community,\u201d said founder Tommy Hilfiger in a statement. \u201cWe\u2019re excited to meet Roblox users on their own terms and enrich their experiences within the platform in engaging ways that we can\u2019t do with traditional social platforms. Together with Roblox we\u2019re continuing to build this world as we live in it, watching it come to life and co-creating for the next iteration to come.\u201d<\/p>\n

Launched in December 2021, the experience was expanded in the summer to reflect the street culture heritage of Tommy Jeans with a playground inspired by an area of Brooklyn that users could explore while riding a BMX bike. It also featured graffiti created by artists from the area, such as Rebel, Kel, Zero, SS, AO, Zam, Mega, Neek, Viloe and ZE, to increase the Brooklyn aesthetic of the virtual environment.<\/p>\n

Team-Tommy, a \u201ccommunity-led initiative\u201d from the company, also aims to support and foster emerging creative talent and has now expanded into the gaming space.<\/p>\n<\/p><\/div>\n