Challenge

People with disabilities (PWDs) face multiple barriers when trying to spend money and participate as consumers in society. Retail spaces are often too difficult to navigate, which deters PWDs from shopping in store.

Wunderman Thompson New York sought to design new products and new ways to market them to create a fashion brand that is truly accessible to all.

Inspiration

One in five people on the planet is living with a disability, which means the adaptive clothing market is overwhelmingly overlooked when it comes to what consumers need from designers.

Idea

In partnership with Tommy Hilfiger, we created Tommy Adaptive – an innovative line of adaptive clothing that not only birthed a new category but gave the brand a new role in culture. Tommy Adaptive demonstrated the brand’s belief that access to fashion – and the empowerment and self-esteem that access brings – should be considered a human right for everyone. With this in mind, it was only fitting that we put PWDs at the very heart of our design process.

We created a community of over 1,500 people with disabilities who not only helped us design new product innovations for the Tommy Adaptive line, but who also, over the course of a year, helped us determine how to market and interact with the brand.

The line includes items of fashion with adjustable hems, one-handed zippers, Velcro and magnetic buttons, easy-open necklines and much more.

To reflect the inclusive nature of the clothing line Wunderman Thompson partnered with visually impaired director James Rath and integrated automated closed and audio description to the ad spot. Our talent consisted of individuals with varying disabilities who bravely told their personal stories and shared how the Tommy Adaptive line was helping change their daily lives. Unlike most advertising, all our content is totally accessible via closed captioning and audio descriptions.

We also built the first voice-led Alexa skill specifically designed to help PWDs shop for clothes online. Our innovation addresses the motor-skills challenges that make this task nearly impossible today. The Alexa skill ensured an inclusive end-to-end shopping, from ordering to delivery to customer service.

Growth

The campaign received massive global PR and won four Cannes Lions.

With the new line, Tommy Adaptive saw significant sales increases – revenue went up 142%, orders went up 169%, and most products sold out in the first month. The campaign received 5.6 million views on YouTube between October 2018 and March 2019 and 45% of Tommy Adaptive customers cross-shopped from the main Tommy clothing line.

The world appreciated this important retail innovation, as 30% of Tommy’s customer service calls were from consumers saying, "thank you”.

Tommy Cannes The Whole Story
THA Cannes 594mmx420mm The Whole Story

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Awards

2019 Cannes Lions

Creative Strategy


Bronze

2019 Cannes Lions

Communication


Silver

2019 Cannes Lions

Sustainable Development Goals


Silver