Tommy Hilfiger In-store コンテスト終了
eYeka エクスプレス

Come up with fantastic ideas for non-digital shopping experiences!

開始 2016年09月30日(金) 終了 2016年10月09日(日) 23時59分00秒 +0000 UTC 審査 結果 2016年12月
開始
2016年09月30日(金)
終了
2016年10月09日(日) 23時59分00秒 +0000 UTC
結果
2016年11月
概要

背景

Tommy Hilfiger is one of the world’s leading designer lifestyle brands and is internationally recognized for celebrating the essence of classic American cool style, featuring preppy with a twist designs.

Founded in 1985, Tommy Hilfiger delivers premium styling, quality and value to consumers worldwide under the Tommy Hilfiger brands, with a breadth of collections including Hilfiger Collection, Tommy Hilfiger Tailored, men’s, women’s and kids’ sportswear, denim, accessories, and footwear. In addition, the brand is licensed for a range of products, including fragrances, eyewear, watches and home furnishings.

All Tommy Hilfiger stores reflect the brand’s “classic American cool” DNA and the mix of classic and modern influences that epitomize Tommy Hilfiger’s preppy heritage. 

Tommy Hilfiger is opening a store in one of the European cities. This store is based on a new concept - the ‘Store of the Future’, targeting urban men and women 25-45 years old. Help us and take a part in this project by delivering innovative creative ideas, focusing on what the Store of the Future can offer in terms of in-store customer experiences, events and services.

クリエイティブチャレンジ

Come up with fantastic ideas for non-digital shopping experiences

What will give the consumer a wow experience in a fashion store? We are looking for non-digit­al ideas for Tommy Hilfiger flagship fashions stores in European cities.

We are looking for truly innovative, radical and interesting ideas for events, happenings and experiences in-store. Here you can be avant-garde on a high creative level and think freely.

Re-think the shopping experience:

Create an innovative unique in-store experience that people will want to go and engage with.

Think about something that will make you stay in the store longer, shop and have a great time.

The shop must become a destination you want to visit, get inspired and spend your free time.

Give people a reason to visit Tommy Hilfiger store:

  • Is a store an inspirational temple?
  • Is it a media channel? Is it the ultimate service experience?
  • What can store staff do and which services can they offer?
  • What type of events can be hosted in store, which events do people like to attend?
  • Which musical or creative experiences do people want to revive?
  • Which celebrities / iconic people engage with and how?
  • What can you do in the store, apart from shopping?
  • What activities can you imagine to do in-store?

Just give us all your ideas. Real experiences. Real events. Tactile feelings.

No digital solutions. We have many digital solutions in place, we want to re-invent and revitalize the physical in store experience as well, so please do not encompass digital solutions.

Please focus on what you can DO in-store instead of how the store will look like and the detailed store design.

DO’s:

We are looking for inspiring and radical new in store thinking that encompasses

  • Culture
  • Workshop
  • Playful and yet meaningful
  • Engaging and creative
  • High involvement
  • Visual Power

DON’TS:

No digital solutions. We have many digital solutions in place, we want to re-invent and revitalize the physical in store experience as well, so please do not encompass digital solutions.

Please focus on what you can DO in-store instead of how the store will look like and the detailed store design.

In addition to describing your idea, answer these questions:

  1. Why is the idea good at making people come and stay in the store?
  2. What is the unique creative twist in the idea?
  3. How does it fit the Hilfiger brand?

 

ヒント

下記に紹介する例は、望ましい応募作品例を分かりやすく説明するためのものです。この内容のままの作品は選考の対象外となります。

Tommy Hilfiger has arranged musical jams called “Hilfiger Jam” where the audiences are sitting on little Hilfiger coloured pillows enjoying live music. Fantastic and unique events.

For more visual inspiration, please view the Tommy Hilfiger brand mood board and the in-store experience mood board by clicking the following links:

Remember its purpose is to inspire and not to limit your imagination.

Hilfiger's collections are often influenced by the fashion of music subcultures and marketed in connection with the music industry. Hilfiger has also sponsored several musical events. By the mid-1990s, Hilfiger's style of clothing was popular with both the American preppy scene and as hip hops fashion. Hilfiger has a longstanding passion for philanthropy and, through the global TommyCares organization; the Tommy Hilfiger company supports various international initiatives and charities including Save the Children, Autism Speaks and the World Wildlife Fund.

審査員賞

  • #1 1,500€
  • #2 600€
  • #3 400€

フォーマット

PDF

入賞基準

  • Impact (wow effect)
  • Saying power (you want to stay in store)
  • Curiosity (you want to ask what’s new, what’s next)
  • On brand (fits the Hilfiger universe)
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