TOMMY HILFIGER – HILFIGER COLLECTION REPOSITIONING & CREATIVE DIRECTION SS20

Hilfiger Collection, the pinnacle offering within the headline brand’s portfolio needed to underline their premium positioning with more clarity, and level up against industry competition from FA19 onwards.

After a label analysis and audit, a new trajectory was formed based on desired perception growth and a need to broaden consumer appeal. Through competitor mapping, audience segmentation and identification, SUPERIMPOSE surfaced a new target to expand the current consumer base; framing a new approach and delivering a new creative directive to guide marketing and comms. The key take out highlighted the importance of new audience connection, with recommendations on how to adapt creative to mirror the new target audience’s tone and behaviours.

Following the re-introduction of the Hilfiger Collection in FA19, SS20 continues to celebrate the root of the collection’s inspiration – The Tommy Crest. Manifesting conceptually, culturally and through casting as ‘The American Pioneer’, SUPERIMPOSE brought this direction to life through championing the spirit of the new consumer. Personality driven, diverse and a departure from the traditional Hilfiger Collection ads, we projected the collection as a collective attitude, a drive, an ambition for today’s new consumers and their ‘pioneer’ mentality.

Slick yet surprising, we subverted the idea of Americana heritage by representing the brand’s innovative attitude through their consumers first, elevating the iconic brand through a new lens that connects with today’s global pioneers. A leap forwards creatively, the pinnacle label becomes bolder and braver to match its ambitions.

A NEW WORLD CREATIVE AGENCY CHALLENGING BRANDS TO GO FURTHER

 

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Richard Malone and Bode Win International Woolmark Prize

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Meet The 10 Finalists For The 2020 International Woolmark Prize
Adidas Originals give V first looks at Fall/Winter 2019 Watch Campaign

TOP 10 FASTEST-GROWING GLOBALLY

Another landmark moment for the agency as Superimpose is recognised in Adweek’s inaugural 100 Fastest Growing Agencies list. 

ACCESSIBILITY IS KEY

Last week we sat down with Business of Fashion to discuss the future of Fashion Weeks, shift media landscapes and how we plan to change the future of LFW communication.

“A lot of people treat shoes like a kind of currency. They buy them and treat them like Beanie Babies”

STUDIO OF THE YEAR

Creative Review selects Superimpose as a ‘Studio of the year’ for The Annual 2019.

Creative agency Superimpose has teamed up with Adidas Originals for a new campaign with Transport for London (TFL).

OUTSTANDING WOMEN IN CREATIVE

Strategy Director Jenny Zhang is named in The Drums 30 UNDER 30 for 2019.

What is the future of creativity?

Read our new series created for D&AD.

Zalando is not just experimenting with an eye-catching virtual aesthetic, but is making hype culture accessible to all.

Stay up to date with our latest work and experiments through @SUPERIMPOSE.GLOBAL 📲

A celebration of real London moments, showcasing the people, places and performances which make the city what it is.

Highsnobiety came by the new (now old) studio to talk about how rejecting being labelled simply an ‘advertising’ agency.

 

20 minutes spare? Watch our #NICERTUESDAYS lecture with It’s Nice That.

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Everyone’s in the same place, moving at the same pace. Read as we sit down to discuss our #SERVICESUNKNOWN article ‘Mirror Culture

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