I went online today to check out Tommy Adaptive, you know to see what’s new and obviously see how the brand’s marketing practices have shifted in the era of COVID 19. I’m going to do my best to take you through my experience step by step.
I typed the tommy.com URL
When I went to the site I searched for the adaptive category
To my surprise I didn’t find it, all I saw was this
At first, I didn’t know what to think, then I wondered, ‘did Tommy drop the adaptive collection?’
Next, I clicked the dropped down menu and this is when I was stopped in my tracks. I had to stand up, walk away from my laptop, I danced in circles and even started singing the chorus to India Arie’s “Little Things“
Take a look at this picture and see if you can spot what made me literally burst out in song
Did you find it? If not no worries, I’ll break it down…
First At the top of the menu, there is no “adaptive tab” and when you click men, women, and children adaptive choices are included in each menu!!!!!!
Second, there is an Explore tab that highlights adaptive options along with an adaptive tab that encourages solution based shopping.
Next, did you notice ‘One World Connected’ Modern Style Made More Sustainable? Welcome to the future! This jumped out to me as the COVID 19 and beyond message.
This is what inclusivity looks like, I believe the future will also be a bit more genderless in descriptors, but for adaptive clothing to be marketed like this on for a notable global brand is culture shifting. Once again, Tommy boldly, quietly shifted culture. To learn more about why this is so groundbreaking read my post on page two. I wrote this post on the evening of September 8, 2019.