The Fashion Journey Toward Inclusion

Maria Carmela Ostillio and Caterina Antonucci

Micro & Macro Marketing, 2020, issue 2, 419-430

Abstract: In recent years, words such as Diversity and Inclusion (D&I) have been increasingly coexisted, in the fashion system, with terms such as ecological, green or environmentally-friendly. Furthermore, the various activities connected to these terms have been carried out within the Corporate Social Responsibility – Csr. To highlight how the D&I can be a driver to develop fashion brands, this paper presents the experience of Tommy Hilfiger, which since 2016 launched the new line «Tommy Adaptive». This last one has driven the brand towards one of the most relevant dimensions for D&I management: disability, specifically focused on physical nature. The new line has achieved great resonance, reaching a strong worldwide impact. For a better understanding of the experience, the following pages will summarize the results of a research conducted on the Italian market. Looking at the Tommy Adaptive experience we can understand what means to achieve success in D&I, and how the brand can reach reputation and trust encouraging the development of brand positive associations, capable of increasing its value.

Keywords: Diversity; inclusion; disability; sustainability; fashion. (search for similar items in EconPapers)
Date: 2020
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