Tommy Hilfiger is partnering up with a local coffee shop, Foxtail coffee Co, to create an in-store café at their Orlando premium outlet location. This integration will give customers an added in store experience with hand crafted beverages and light food options fitted to the Tommy Hilfiger signature style. The partnership between the two brands came to be due to their brand’s mutual aesthetic of “Cool American Style”.
Co-brand integration can help drive the narrative and enforce both brand’s desired image. Using brand familiarity and associations, brands can tap into each other’s loyal followers. One important thing to note about the Tommy Hilfiger and Foxtail coffee partnership is within one market only with a local Coffee shop, therefore having an authentic voice to the community rather than a National play – that’s not to say they’re not likely to create content from it to further distribute.
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