2. Executive summary
• TOMMY HILFIGER has been one of the world's top designer lifestyle
companies
• were launched in 1985 and provide great design, quality, and value to clients
all over the world
• Tommy Hilfiger has constructed an enormous circulation network in more
than 100 nations and more than 2,000 retail shops in North America, Europe,
Latin America, and the Asia Pacific locale.
• TOMMY HILFIGER made $9.2 billion in overall retail deals in 2019.
3. Company overview
• A Tommy Hilfiger is a style brand that sells shoes, dress, and embellishments for
everyone.
• It is claimed by PVH Corporation as an auxiliary. Its preppy style requests to the design
inclinations of youthful, accomplished city inhabitants.
• It was made by planner Tommy Hilfiger, who is still responsible for the organization's
manifestations.
• The worldwide style industry is assessed to be valued at $ 3 trillion and has been
continuously filling as of late.
• Tommy Hilfiger as a brand is utilizing the obvious design eco framework and acquainting
it with the remainder of the world with its particular interpretation of exemplary
American style.
• Because of its unmistakable style, it has truly established itself and situated itself in the
top notch design area.
4. Market analysis
• The target market
Between the ages of 25 and 45, consumers
Tommy Hilfiger's target market is the 25–45 year old client with an annual family income of more than
$50,000. Men's and women's sportswear, eyewear, customized outfits for men, sporting goods,
handbags, and leather products are among the company's offerings
The economic factors that affect the market.
In a vote, Britian chose to leave the European Union, leading the Pound's value to drop in contrast to the
Dollar.
This is expected to have an impact on several fashion companies that exchange collections.
Competitors and their product/services offerings
The products and services offered include:
• Jeans, apparel, timepieces, shoes, and purses are just a few of the items available.
• Interior design and manner of life
• Cosmetics and eyeglasses
Competitors
product/services offerings
US Patriot
Tactical
US PatriotTactical is a military and law enforcement supplier as well
as an off-post store for military and tactical items.
Gorman
Gorman's clothing, footwear, accessories, and homewares
collections are all available.
Love, Bonito
is a clothing boutique for ladies.
5. Objectives
• Marketing strategies for new product releases, repositioning established
brands, targeting new customer demographics, and entering abroad
markets may be created by HilfigerTommy marketing managers.
• Marketing and financial goals and objectives: The next step is to figure out
how much money you'll need to execute your marketing plan. Spending
money on everything from product development to putting together a
communication strategy mix is part of it.
• Creating a marketing mix based on the objectives of the marketing
strategy and the financial resources available.
7. Marketing strategy
Tommy Hilfiger Product Strategy:
• Tommy Hilfiger is a notable design mark with a wide scope of items and a worldwide
presence.
• Tommy Hilfiger is a very good quality style and way of life organization that offers a
different assortment of items.
• They center around conventional American plans with a young curve, giving clients
with style, quality, and worth.
• Tommy Hilfiger's fundamental product offering comprises of 25 unique classes and is
designated towards clients matured 25 to 40.
• It includes clothing for everyone, as well as shoes and adornments.
• Tommy Hilfiger likewise has a segment committed to attire for adolescents.With
edgier and more easygoing plans,Tommy Hilfiger Denims takes care of a more
youthful market of long term olds.
8. Marketing strategy
Tommy Hilfiger's Price/Pricing Strategy:
• Tommy Hilfiger is a very good quality design brand that charges a premium for its items, yet it is
more affordable than contenders like Ralph Lauren and Lacoste.
• This has brought about a deficiency of brand value among clients since its top during the 1990s.
• The organization utilizes a markdown based estimating approach in its advertising blend, offering
item decreases during basic slow times of year.
• Tommy Hilfiger is the brand individuals need to connect with due to its unmistakable
interpretation of exemplary American style and popular music culture-enlivened plans, which
assists the organization with staying in the superior market.
• In view of its worth, workmanship, and runway plans from New York Fashion Week, the Tommy
Hilfiger assortment is in the greater cost section.
• Essentially, the Tommy Hilfiger Tailored Collection, which accentuates esteem based evaluating
and individualized fit, is more costly.
9. Marketing strategy
Tommy Hilfiger Place & Distribution Strategy:
• On account of its colossal retail organization and internet shopping stage, Tommy Hilfiger is a
global brand with an overall reach.
• Tommy Hilfiger takes special care of a wide range of clients.
• The base camp of the organization are inAmsterdam, Netherlands.
• The organization has its own stores as well as a retail diversifying idea. Tommy Hilfiger has around
1500 stores in more than 100 nations across the world.
Tommy Hilfiger Promotion & Advertising Strategy:
• Tommy Hilfiger has an elevated degree of brand mindfulness because of a functioning promoting
procedure that utilizes an assortment of scenes to connect with clients.
• Tommy Hilfiger utilizes periodicals, papers, and bulletins to advance his items.
• Superstars as brand representatives are frequently used, similar to the slogan "For the People."
• The ongoing brand representative, Gigi Hadid, is a supermodel.
• Deals advancement is performed by offering limits of around 10-15% across all product offerings
during slow time of year or exceptional occasions.
10. Action Plan
• The pillars of the action plan are mentioned below.
• Everyone is welcome, and we're working hard to make inclusivity a priority in all we do.
Our goal is to build a brand that caters to all TOMMY lovers, as well as a workplace where
everyone can achieve their full potential.
• We don't want anything to go to waste, thus we want the future of fashion to be
completely circular and environmentally conscious. As a consequence, we're aiming to
build a circular fashion business that decreases its carbon and water footprints while
enabling all of the materials we use to be recycled.
• Make items that are fully circular and part of a long-term cycle.
• Everyone is welcome to attend: To be a brand that is inviting and accessible to all
TOMMY lovers.
• Made For Life: We are attempting to operate with understanding of planetary
constraints in areas such as climate change, land usage, freshwater, and chemical
pollution.We've thought of everything, from where we buy to where we sell.
• At Tommy Hilfiger, we work hard to make sure that everyone has equal access to
opportunities and that there are no barriers to success.
11. conclusions
• Tommy Hilfiger's clothes has risen to prominence in the fashion industry as
customer demands have altered throughout time.
• The designs are really stylish, and the brand is well-known all over the world.
Tommy Hilfiger has established himself as a pioneer of the classical style in
America.
• Tommy Hilfiger is the world's most well-known lifestyle brand, with youthful
designs available to clients all around the world.
12. References
• Fu, H., Chang,T., Ku, C., Chang,T. & Huang, C. 2014, "The critical success factors affecting
the adoption of inter-organization systems by SMEs", Journal of Business & Industrial
Marketing, vol. 29, no. 5, pp. 400-416.
• Gegez, A.E. & Sims, R.L. 2014, "Ethical Attitudes toward Marketing Research Practices: A
Cross-Cultural Study", Journal of Multidisciplinary Research, vol. 6, no. 1, pp. 49.
• Govaere, I. &Ullrich, H. 2012, Cahiers du Collèged'Europe / College of Europe Studies:
Intellectual Property, Market Power and the Public Interest, P.I.E.-Peter Lang S.A.
• Hawkes, K. & Food New Zealand 2013, "First principles in developing a Marketing plan", Food
New Zealand, vol. 13, no. 6, pp. 19.
• Hendriks, C.J. 2012, "Integrated Financial Management Information Systems: Guidelines for
effective implementation by the public sector of South Africa", South AfricanJournal of
Information Management, vol. 14, no. 1.
