Problem
a) Explain 2 motivational drivers for consumer purchase decisions of the new Tommy Hilfiger adaptive line. Provide examples, while also being sure to leverage the facts from the case.
b) What specific customer type do you believe would most well embrace the adaptive product line of Tommy Hilfiger? Moreover, considering this target market, and also your explanations from question #1, how do you recommend Tommy Hilfiger position the brand to effectively create a motivated community, which will embrace the value of the adaptive line?