Tommy Hilfiger's Tommy Kids Web site (www.tommy.com/kids) has won an Exceptional Experience Award for the first quarter of 2004 from Organic Inc., the Web development and interactive marketing firm that built the site.
The quarterly awards honor sites created by Organic and its clients, with the winners chosen by Organic and two external judges.
"Exceptional experiences take the leap from the ordinary to the exceptional by leading users through an online experience that not only works well, but is also emotionally appealing," said Mark Kingdon, CEO of Organic. .
The Tommy Kids site, which launched in February 2004, "offers relevance to the tween market and an energizing experience with our brand," said Elizabeth Chapin, senior director of online marketing for Tommy Kids.
One of the challenges in developing the site was "how to engage kids without alienating the core franchise," said Adam Turinas, vice president and managing director of Organic's New York office. "The specific concern was that older Tommy loyalists would be put off by seeing messages targeting their kid sister and brother. The solution was to create a standalone, kid-oriented site."
Recognizing that children use the Web differently than other audiences, the site's creative team chose to create a game-like experience that would engage kids with the Tommy brand in a fun way. "The site is jam-packed full of cool games and features, but the killer idea is the paper-doll game, an interactive tool that makes it fun for kids to try on the clothes on a virtual model," said Turinas.
Product presentation is key for apparel Web sites, Turinas added. "Consumers need to understand fit, the look of garment on their silhouette and product details," he said. "Online techniques such as zoom functionality and applications that allow consumers to virtually try clothes on or customize the fit, etc. help to minimize returns and maximize conversions."