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Tommy heilfiger
1. TOMMY HEILFIGER
Tommy Hilfiger formerly known as Tommy Hilfiger Corporation and Tommy
Hilfiger Inc.is an American premium clothing brand,
manufacturing apparel, footwear, accessories, fragrances and home
furnishings. The company was founded in 1985.
2. TOMMY HILFIGER
Who Is Tommy Hilfiger?
Fashion designer Tommy Hilfiger has built his brand, using his signature
red, white and blue tag, which has become popular among the upper
class and the casual buyer. Before making his immensely popular
product, he opened several stores in the 1970s. It wasn't until 1984,
when he was approached to design a men's sportswear line with his
name that he took off into the stratosphere of fame and fashion
4. History
Background and founding (1960s–1990s)
Tommy Hilfiger’s career in fashion began in 1968, when he co-founded a clothing
and record store named People’s Place in upstate New York.
Using $150 he had saved from working at a petrol station as start-up money, he
oversaw the expansion of the company into a chain of ten stores. Despite meeting
with initial success, People's Place filed for bankruptcy in 1977.
Hilfiger moved to New York City to pursue a career as a fashion designer, working on
several different labels including Jordache Jeans.
In the early 1980s, he met Mohan Murjani, an Indian textile magnate hoping to
launch a line of men’s clothing.
Hilfiger debuted his first signature collection, which featured modernized versions
of button-down shirts, chinos, and other classic preppy styles.
The new clothing line made its debut with a high-profile marketing campaign, which
included a large billboard in Times Square by advertiser George Lois.
5. Growth of popularity and product lines (1990s)
The Tommy Hilfiger Corporation
went public in 1992.
Hilfiger had opened his first store
in Beverly Hills, which was followed by a
store in London in 1998.
In the early 1990s a baggier, less
tailored menswear look came into
fashion, and Hilfiger gave his clothes a
more relaxed fit.
As roomier styles with oversized logos
became popular with hip-hop artists in
the mid-to-late 1990s
Hilfiger's style of clothing became both
increasingly popular with the American
"preppy" scene and as hip hop fashion.
6. Overseas growth and Apax Partners acquisition (2000s)
Women's intimate apparel was introduced in 2001.
After sales and net income faltered in 2001, the company's sales in 2002 totalled
$1.87 billion.
Overall between 2000 and 2009, sales slipped from around $1.9 billion to $700
million.
In 2003, Hilfiger executive Fred Gehring and Hilfiger decided to further invest in
the brand's growing overseas audience by re-focusing on the brand’s original
style, “classic American cool”
Gehring also adapted the business model to suit European retail culture,
pursuing partnerships with European department stores and with smaller
boutiques, signing 4,500 of them in 15 countries.
Hilfiger also strove to retain the designer brand exclusivity of the Hilfiger label by
signing a deal to distribute the best-selling Hilfiger lines at Macy's only.
7.
8. Phillips-Van Heusen acquisition and recent years (2010s-20s)
In March 2010, Phillips-Van Heusen (PVH Corp.) bought the Tommy Hilfiger
Corporation for $3 billion.
Daniel Grieder was appointed CEO of Tommy Hilfiger Group in July 2014.
Former CEO Gehring was made executive chairman of Tommy Hilfiger Group and was
appointed vice chairman of PVH.
In January 2015 Tommy Hilfiger debuted a digital sales showroom at its New York City
headquarters.
With plans to open showrooms in other cities, Hilfiger described the showroom as
"an innovation of the order process with cost saving potentials along the whole value
chain.
Fred Gehring, who launched Hilfiger’s European division in 1996.
Gehring stepped down as Tommy Hilfiger Group’s chairman in August 2015, though
he retained his role at PVH.
Tommy Hilfiger remains the company’s principal designer, leading the design teams
and overseeing the entire creative process.
10. Marketing and advertising
In 1985, to help him launch his
first collection, Hilfiger hired
advertiser and graphic designer
George Lois to make a billboard
for the centre of Times Square in
New York City.
Instead of models, the ad
featured the initials of three
well-known fashion designers—
“PE” (Perry Ellis), “RL” (Ralph
Lauren), “CK” (Calvin Klein), and
announced that “TH” (Tommy
Hilfiger) was the next great
menswear designer.
The billboard created a stir in
the fashion press and
succeeded in creating
awareness of the Hilfiger name
The brand created the publicity
tour "Prep World” in 2011
Hilfiger made personal
appearances with author and
preppy expert Lisa Birnbach, as
well as designing a special
clothing collection to support the
initiative.
The brand's 30th anniversary
was in 2015, and the company
celebrated the occasion with a
fashion tour.
In Beijing in May 2015 the
brand recreated their New York
Fashion Week runway show
internationally for the first
time.
19. What is Tommy Hilfiger’s positioning and marketing strategy for
India?
The international shopping experience to India. The same collection,
the same store look, the same service standards as you see in any big
city in the world; the same experience is brought to any Indian
city by Tommy Hilfiger. We are a very high quality, premium brand
for very stylish and cool people. We bring international fashion right
on the home turf now! You wouldn’t need to wait to go abroad to
pick up stuff for your kids
Tommy Hilfiger was first launched in India in April 2004. Tommy
Hilfiger Apparel, Handbag and Footwear collections are marketed by
Arvind Murjani Brands Pvt. Ltd, a joint venture between the Murjani
Group and Arvind Brands Pvt. ... The brand's persona is all about
'Classic, American and Cool!
