Tommy Hilfiger: Noah X Tommy Hilfiger

Fashion brand Tommy Hilfiger (TH) created the Noah x Tommy Hilfiger campaign to drive awareness, brand equity and sales for its TH Monogram Collection line in China.

Campaign details

Brand: Tommy HilfigerAgency: Wavemaker (China)Region: APAC

Strategy

Objective

In China, Tommy Hilfiger (TH) is faced with an aging brand image and declining brand awareness. Coupled with the pandemic lockdown, brand sales in China were dismal.

In 2022, Tommy Hilfiger launched a new design collection – Tommy Hilfiger Monogram Collection. With this launch, TH hopes to increase brand awareness/build brand equity and attract more consumers – particularly aiming to increase sales conversion among a younger generation.

However, the challenges we face in China are enormous. The market is cluttered with competitors with staggering investment...

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