For many people 2020 didn’t go to plan, not only because the global pandemic, but also the endless hate crimes, racial riots and social injustices that have consumed 2020. People, as they should, are feeling angry, sadness and resentment deep from within. Even though the future looks bleak across the world there is one thing the past year has taught us, and it’s that humans are not meant to be isolated from one another. Tommy Hilfiger’s new campaign celebrates communities and what the future might represent, and has made them an agent for social change (PVH, 2021).

Their spring 2021 campaign was just announced and it’s cantered around the theme of ‘Moving Forward Together’ to help build a better future. The campaign is fronted by a diverse cast of activists and advocates, all fighting got a society that ‘Wastes Nothing and Welcomes All’. The activist and advocates share their stories and activism journeys to aspire consumers to create a brighter future (PVH, 2021). The range features a range or sustainable materials and production techniques. Including EcoVero viscose, recycled polyester, Organic cotton, and plant derived BioCool finishing continue t build on the brands on the brand’s ambitious sustainability mission (PVH, 2021). Alongside the campaign, consumers are invited to participate in customisation initiatives as well as local initiatives (PVH, 2021).

When interviewed Tommy Hilfiger said “As we stand at one of the most pivotal moments in history, we must move forward together to build a future for the next generations… I am proud that our Spring 2021 collection is represented by a such an incredible and diverse group of people who embody this message. Throughout the season and beyond, I am confident they will inspire fans to drive meaningful, long-lasting change.” (PVH, 2021)

The campaign represents the uncertainty of the future and how things aren’t going to get better unless we come together to create change. The campaign is the latest of the brand’s recent philanthropic efforts, the brand donated 10,000 white T-shirts to frontline healthcare workers, and launched a collection co-designed by the Tommy Hilfiger community, with the proceeds going to Covid-19 relief efforts. They’ve also created conversation on social media with the used of hashtags #TommyHilfiger and #MovingForwardTogether. The ‘Moving Forward Together Campaign’ reflects to the consumer that the future is brighter and that these hard days will eventually end. The use of recognizable activist and advocates whom themselves have faced their fair share of discriminatory treatment before; made it easy for their audience to recognise themselves in them (Markairn, 2021). The aim of the campaign was to inspire a better future and it can be said that Tommy Hilfiger has well and truly succeeded and is well on the way to becoming the best social cause campaign of the year.

   Many brands like to think they’ve incorporated philanthropy into their business model, but as many brands come to learn, it’s not as easy as it looks, and can just be used as a marketing ploy.

What makes Tommy Hilfiger stand out is how they get their customers involved in the process of making the apparel themselves, this in-itself tells you how much they care about consumer engagement. Whilst also donating to charity organisations and setting up fundraisers. Also, their ambassadors aren’t just a load of social media ‘influencers’, they’re people that actually represent the cause. Again, many brands use influencers that are unrelated to the cause and aren’t inspiring enough for the consumer to be engaged. Hilfiger like mentioned previously, uses advocated and activists who care about the cause of social inclusion long before they worked with the brand. Forming a sense of authenticity whilst also bringing their followers to the brand.

Tommy Hilfigers mission of integrating giving back to the community into the brands mission is brave and unique and it’s something they do successfully. When it comes to Tommy Hilfiger, the future of social reform doesn’t look so far away, and this inevitably reflects positively upon the brand.

References:

Markairn (2021), Here’s How Tommy Hilfiger Sparked Societal Reform and Got Everyome ‘Moving Forward Together’, Better Marketing, MArch 22 2021, Available at: https://bettermarketing.pub/heres-how-tommy-hilfiger-sparked-societal-reform-and-got-everyone-moving-forward-together-10314ec15c9a (Accessed: 24/04/2021)

PVH (2021), Tommy Hilfiger Inspires Global Community to Unite for Social Change with Spring 2021 ‘Moving Forward Together’ Campaign, Consumer Engagement, February 1 2021, Available at: https://www.pvh.com/news/tommy-hilfiger-moving-forward-together-campaign (Accessed: 21/04/2021)

   Summersalt are a swimwear brand that promote body positivity, data-backed fit, and earth friendly practices. They believe that “fashion and function should always play well together, packing for a trip should be stress-free, and that comfortable doesn’t have to mean underdressed”, they claim to “give the best designer quality at the best price” (Summersalt, 2020).

   In July of 2019 they released their campaign “Every Body is a Beach Body” along with their new summer collection. They reflect the understanding to the consumer that they know ‘one-size’ doesn’t fit all. The inclusive swimwear collection features a diverse group of models, modest tunic designs and wide variety of sizing in Summersalt’s most popular styles and colours. To help illustrate its commitment to that theme, Summersalt partnered with more than 30 women of different sizes, backgrounds, ethnicities, ages and sexualities for this campaign (Flanagan, 2019).

   Summersalt co-founder Lori Coulter told PEOPLE “Over the years, society has tried to break down our confidence, telling us that summer is about skimpy, expensive swimsuits, flawless appearances and impossible beauty standards… Our goal is to help women find their swimwear soulmate so they can enjoy their summer exactly as they are. We believe summer should be a time of pure happiness.”

   In the past swimwear has been designed by men and for men, in a way that feels over-sexualised, Summersalt’s intention is to break that stigma and create swimwear that’s modest and comfortable, but still stylish enough for women to get excited about (Flanagan, 2019). This campaign was built to help build up women’s confidence, after years of being told that summer is about skimpy swimsuits, flawless appearance, and impossible beauty standards. Summersalt are there to help the consumer find their swimwear soulmate and help them to enjoy summer exactly as they are.

The corresponding campaign video shows models of all shapes and sizes dancing and being their authentic selves, something that’s rarely reflected in todays advertisements. The campaign can be seen to inspire women everywhere to get out and enjoy their summer with the confidence they deserve.

   Summersalt can be seen to be following in the footsteps of other brands that have launched viral body-positive marketing campaigns, such as American Eagle’s lingerie line, Aerie. Since this campaign in 2016 many brands have followed along and been successful because of it. These anti-Photoshop campaigns that stress “real” bodies “exactly as they are” serve to question the stigma of distorted image of beauty presented by Hollywood. Because of this fashion has the tendency to hide bodies over a size 16 from consumer, so brands like Summersalt that are seen to be embracing the larger bodies are seen to be refreshing to the consumer, because 67% of women are considered plus size, they are more likely to recognise themselves in the campaigns (Amanda M. Czerniawski, 2019).

Because the campaign allows consumers to see the swimwear on a body that’s not been touched up and possibly similar to their own, they’re more likely to purchase. This inevitably reflects positively upon the brand as it reflects an inclusive brand that understands what their consumers need and want, and therefore inspire the consumer to purchase. Like mentioned previously the campaign reflects social change towards ‘body-positivity’ and has become part of the movement itself after following other brands similar campaigns of breaking the stigma. The main story created from this campaign is like their slogan stated “Every Body is a Beach Body” and that no matter your shape or size you should feel empowered in your body and with yourself.

References:

Amanda M. Czerniawski (2019), “Real” Bodies in Body-Positive Fashion Campaigns, Pingback, August 28 2019, Available at: https://www.fromthesquare.org/real-bodies-in-body-positive-fashion-campaigns/ (Accessed: 24/04/2021)

Flanagan (2019), The Latest Launch from Summersalt Proves Exactly Why Everyone You Know Is Obsessed with the Brand, PEOPLE, June 17 2019, Available at: https://people.com/style/summersalt-beach-body-campaign/ (Accessed: 24/04/2021)

Summersalt (2020), Going Places, Summersalt, available at: https://www.summersalt.com/pages/about (Accessed: 24/04/2021)