3. ABOUT THE BRAND
Tommy Hilfiger is a premium a American luxury lifestyle brand which is recognised
internationally, known for their classic American style with a preppy twist, it was
founded in 1985 by Tommy Hilfiger bringing to life the Classic American style with a
cool and preppy twist by delivering premium quality and value in timeless classics
with it's signature style to it's extensive and loyal consumer base worldwide.
BRAND IDENTITY
Tommy Hilfiger represent the image of "Classic American Cool". The brand pursues
classic, cool and committed by working with time honoured pieces and adding
youthful and edgy energy to them through it's signature Red-Blue-White colored logo.
and preppy style. The brand excels in premium quality casual,semi-formal and sports
wear for all age groups. Even after being a brand of youth and individuality, Hilfiger is
still perceived as a family oriented and a down to earth brand as well as managing to
be modern, bold, classic and sophisticated all together. The brand name is assigned by
the reputed chief designer-Tommy Hilfiger. The reputation of the designer and the
brand is closely linked.
TONE OF VOICE
Tommy Hilfiger's tone of voice is fun and should always reflect the core values
of the brand. The tone also reflects the traditional preppy & American style.
Tommy Hilfiger understands the demand for changing trends.
4. BRAND STORY
Using his knowledge of New York and London fashion and capitalizing off of the
fact that his customers sought but didn't have access to new trends, Hilfiger
designed his own line of clothing best described as "preppy American classic, with
a twist."
In 1992, it became the first American fashion house to go public at the New York
stock exchange. The primary marketing strategy for Tommy Hilfiger brand was to
persuade music artists, in particular, rap artists, to wear their designs out in public.
Soon the likes of Coolio, Destiny's Child, Snoop Dogg, and other great names of the
90s American hip hop scene took the brand to huge success.
At that point, the brand had an opportunity to become a luxury brand only
associated with success and affluence. But the management became a little greedy
and decided to capitalize on every demand the publicity was creating.
FALL DOWN
In the late 90s as the company saw its sales cut in half due to oversupply which
made Tommy realise that "While it is important to come up with new products and
ideas, it is most important to listen to the consumer and what they are telling
you"The company experienced steady growth after that reclamation project and it
was that growth that propelled fashion powerhouse Phillips Van Heusen to acquire
the Hilfiger brand.
5. BRAND VISION
The brand's vision is always classic American cool. It's about celebrating
individuality, relentless optimism, and breaking conventions. It evolve and
reinvent classics in a modern way, but always stay true to the brand DNA.
THE WAY IT CREATE IT'S PRODUCTS: CLASSIC, COOL & COMMITTED
Tommy Hilfiger aims to evaluate all areas of its supply chain - from cotton fields
to manufacturing facilities to identify areas where it can reduce the
environmental and social impacts of its production processes.
THE WAY IT OPERATES: LEAN & CLEAN
The company is guided by a vision to drive innovation through sustainability
practices, in order to increase operational efficiency while reducing its
environmental impact
THE WAY IT CONNECTS: POSITIVE & INCLUSIVE
Embrace inclusive and entrepreneurial brand spirit in all areas of its global
business, while supporting the growth of healthy communities, empowering
people. embracing diversity and adhering to human rights standards.
6. In 2015 Tommy Hilfiger revolutionized the buying journey for its wholesale
customers by pioneering the industry's first digital showroom in Amsterdam. In this
showroom, buyers could browse fashions for theupcoming season on oversized
ultra-high definition screens along with product details, pricing, buying history,
delivery dates,
and more. Tommy also wanted to bring the energy of NYFW from the runway to it's
global consumers via virtual live interaction and immediate availability of
collection for purchase. (See Now-Buy Now)
Our centralized capabilities for worldwide procurement and sourcing enable us to
deliver to our customers competitive, high quality and low cost goods on a timely
basis. We have an extensive established network of worldwide sourcing partners
that enables us to meet our customers' needs in an efficient manner and not rely
on any one vendor or factory or on vendors or factories in any one country.
INNOVATION
Being a consumer-centric and sales oriented brand, Tommy Hilfiger is on top of the
game with it's innovations and creative approach. The brand never disappoints it's
consumers and is always bring new ideas,techniques and experiences to please the
market and maintain the grasp that it has over them.
Tommy Hilfiger today has become a global brand with strong recognition and a
distribution network in over 90 countries and more than 1,000 retail stores
throughout North America, Europe, Central and South America and Asia Pacific.
Tommy Hilfiger's brand doesn't have the luxury image of a Louis Vuitton or a Gucci.
Instead, the designer focuses on producing clothing that is "affordable, accessible,
aspirational, cool American classic," a strategy that has served the company well
amidst the global recession. Specifically targeting the 20 to 45 year old consumer,
the Tommy Hilfiger label appeals to those seeking a new interpretation on classic
American Style.
7. What does the Tommy Hilfiger logo mean?
The Tommy Hilfiger logo stands for the letter H. The fact is that the two
rectangles in white and red were taken from the international maritime flag H
in the Code of Signals.
The original meaning of this symbol was I have a pilot on board. But the
clothing and footwear manufacturer uses it simply as a substitute for the H
without additional connotations. The two dark blue stripes represent the first
U.S. flag, Serapis.
8.
9.
10. TARGET AUDIENCE
For Tommy Hilfiger, the target audi ence has always been men, women and children,
and recently people with disabilities.
Tommy Hilfiger is a high-end luxury brand that caters to the upper-middle class and
higher.
11. PLACE
All Tommy Hilfiger stores reflect the brand's "classic American cool" DNA and the
mix of classic and modern influences that epitomize Tommy Hilfiger's preppy
heritage.
There are over 2000 Tommy Hilfiger stores in over 100 countries worldwide.
Tommy Hilfiger has a separate team for its visual merchandising, which is
responsible for all the displays of the stores, runways, and exhibitions.
They handle the creative installation of the interiors and the store's window
displays. The display of the store depends on what kind of store is it. T
ommy Hilfiger divides its stores into four categories regular, specialty, anchor, and
flagship. The flagship and specialty stores see very detailed and some elaborate
displays and they may also be much different from its regular stores.
12. PRODUCT
Tommy Hilfiger offers a variety of products in premium segment fashion and
lifestyle. They provide style, quality and value to the buyers and focus on the
American classic designs by adding a youthful twist to them.
There are different line of brands and collections launched by the company which
help it to target a wider customer base while understanding the different style
tastes of each section. The core product line of Tommy Hilfiger offers designs
across 25 categories and is targeted at 25-40 years old customer with offerings for
men's clothing, women's clothing, shoes and accessories.
Tommy Hilfiger also has products for kids' section. Tommy Hilfiger Denims brand is
targeted at a younger customer section of 18-30 years old, and has more edgy and
casual designs.
Hilfiger collection is primarilytargetedatwomen and is manufactured in Italy using
high quality premium materials, while Tommy Hilfiger Tailored collection caters to
the corporate men with sharp and sophisticated designs.
13. PRICE
Tommy Hilfiger is a high-end fashion brand and charges premium on its products,
but as compared to its competitors like Calvin Klein, Ralph Lauren and Lacoste, its
prices come in the lower segment. The company follows a discount based pricing
model in its marketing mix and offers sale on products in major off seasons.
Still Tommy Hilfiger is the brand people want to relate to, given its fresh take on
the classic American style and pop music culture inspired designs and that helps the
company to remain in the premium segment.
The Hilfiger collection is priced in the higher segment as it can charge premium
based its value, quality and New on York fashion week runway designs.
Similarly, the Tommy Hilfiger Tailored collection also charges premium based on
value based pricing and customised fit.
14. VISUAL MERCHANDISING
All Tommy Hilfiger stores reflect the brand's "classic American cool" DNA and the
mix of classic and modern influences that epitomize Tommy Hilfiger's preppy
heritage. There are over 2000 Tommy Hilfiger stores in over 100 countries
worldwide.
Tommy Hilfiger has a separate team for its visual merchandising, which is
responsible for all the displays of the stores, runways, and exhibitions. They
handle the creative installation of the interiors and the store's window displays.
The display of the store depends on what kind of store is it.
Tommy Hilfiger divides its stores into four categories regular, specialty, anchor,
and flagship. The flagship and specialty stores see very detailed and some
elaborate displays and they may also be much different from its regular stores.
15. IN-STORE EXPERIENCE
The store had a majorly white background with lustrous wooden flooring.
Customers once entered experience red and white colors bombarding their eyes
along with the brand's logo everywhere and the added modern sailor vibes of the
store make you want a hole in the pocket.
The menswear collection was very delightful. It had a nice variety and range in
comparison to womenswear. The green striped tags clearly indicated a sustainable
collection. An entire wall of blue denim jeans was available to fit each body
perfectly. Different products were kept in each section which helped in easy
findings.
The trend of tie-dye was available in womenswear along with few floral and
tropical prints too. Mercedes collection was also available. Even though space was
less, the product showcasing was very efficient and well done. Their showcasing
had a rhythm and color flow.
16. Graphic design
Wall graphics designed to promote the featured product on display. These graphics
blend typography and studio imagery to engage the consumer with the product and
the brand. Campaign imagery is used in conjunction with studio imagery to maintain
the essence of the brand.
STORE EXPERIENCE
OBSERVATIONS
1.Urban chic with preppy and cool American look.
2.Sophisticated - Classic - English - use of polished wooden fixtures, flooring, &
architectural elements; metal finishes.
3.Subtle English beats add to the premium shopping experience.
4. Friendly staff interaction - Youth staff - Targeting audience in their 20's and early
30's.
5. Warm & welcoming lightning-complimenting the wooden finish.
6. Collection - Classic brand colours with pastel hues for S/S 2022.
7.Staff's consciousness for maintaining brand standards.
8. In-store marketing - Use of youth imagery throughout the store - emphasising
aspirational American lifestyle.
17.
18.
19. Gondala
Length-8.6
Bredth-1.85
Height-7.15
Point of intrest-vertical display
Length-8.2
Bredth-2.85
Height-8.3
Vertical display
Length-5.2
Bredth-1.85
Height-7.5
Slide-in-table
Length-6
Bredth-2.5
Height-2.5 ft
Glass stack
Length-5.5
Bredth-1.75
Height-4.2ft
Table top display
Length-4.5
Bredth-1.6
Height-2.6 ft
Slide in table
Length-6
Bredth-2.5
Height-2.5 ft
Circular table-top display
Length-7.8
Bredth-7.8
Height-3.2 ft
Table top display
Length-6.35
Bredth-3.4
Height-2.5 ft
Fixtrue dimension
24. Advertisement poster including
sale offer poster
Advertising poster means any poster, placard,
video slick, photograph or other pictorial matter
that is intended for use in the advertising or
exhibition of a film to the public and includes a
miniature representation or enlarged
representation of the whole or part of any such
poster
Sale Poster Poster
There are special offers at certain moments of
the year during which discounts and wonderful
prices surround us.
Advertisement poster
including sale offer
poster
25.
26.
27. A SPECIAL COLLECTION BY GIGI HADID
#TOMMYXGIGI TOMMY.COM
Signage
Any visual representation which gives information
to the customers about a store, any office, building,
street, park and so on is called a signage. Signage
helps the customers to easily reach their desired
destination or locate a building by simply following
the instructions displayed on it.
A SPECIAL COLLECTION BY GIGI HADID
#TOMMYXGIGI TOMMY.COM
Signage for interior
