Tommy Hilfiger is one of the world’s leading lifestyle brands. Its style is recognized as classic American cool with a preppy twist. It delivers premium styling, quality and value to its worldwide customers. The brand has a wide variety of collections as well as a range of products. One of those collections is women’s sportswear (WSW): Womenswear. Although Tommy Hilfiger is a lifestyle family brand, women do not really have a strong connection with the brand. A lack of connection that normally draws the female customer in-store and the fact that in most cases women do not know that Womenswear is sold as there is a stronger focus on the Men’s division (which is often placed in front of the store), result in a lower conversion rate for Womenswear. This thesis will focus on making Tommy Hilfiger more appealing to the female customer by introducing a holistic vision that covers the whole customer journey.