Tommy Hilfiger has built a large apparel empire but faces the ongoing challenge of satisfying constantly changing customer needs. The company addresses this through extensive product lines across clothing, accessories, home goods and licensing. It also uses celebrity endorsements, advertising and discount pricing to promote fresh takes on classic American style. While Tommy Hilfiger has strong brand recognition globally, it must still contend with intense competition and shifting fashion trends.

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GUIDED BY MERVIN FELIX CALEB
SUBMITTED BY
VANAM VIVEK
VETAPALEM SWETHA
BODDEPALLI REVATHI
VEMU PRAVALIKA
VEDUKALA HIMABINDU

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CASE STUDY
● From the blacktop to the golf course,designer Tommy Hilfiger has the streets covered.
● His namesake casual wear is worn by rap,rock,teen, and sport stars and fans. And these
days many of them are women too.
● Tommy designs, sources,makes and markets men’s and women’s sportswear and denim
wear, as well as athletic wear, children’s wear and accessories.
● Through extensive licensing deals(almost 40 product lines), Tomyy also offers products such
as fragrances,belts,bedding,hole furnishings, and cosmetics.
● As of 2006, the company’s clean-cut clothing is sold in major department and specialty stores
as well as some 165 Tommy Hilfiger shops and outlets.
● With such a large empire, it is no wonder that joel J. Horowitz , Chairman and CEO and
president of Tommy Hilfiger,is always kept busy trying to make sure the company doesn’t
forget the most important aspect of its business—Satisfying Consumer Needs!

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CONTD..
● Selling apparel will never be an easy job.
● “Just when you think you have figured out exactly what your customers
want, everything changes—sometimes overnight” Says apparatel expert
Richard Romer, executive Vice President for the CIT Group/Commercial
Services, a New york-based credit protection and lending services provider
for apparel manufacturers.
● Basically,changes in apparel occur every other year like long skirts to short
skirts and back to long.
● The apparel Market’s constant state of flux forces catalogers and other
marketers to constantly re-evaluate the market they’re targeting,and then
reinvent their companies,their offerings and their catalogs.

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PROBLEM
IDENTIFIED
● Satisfying customer needs is a significant problem
of any consumer business. In apparel business
especially, what consumers want can change
overnight. Such dynamic it is!!!

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SOLUTION
● The various product categories in its marketing mix offered include:• Denims• Clothing•
Watches• Shoes• Handbags• Lifestyle and Home décor• Fragrances• Eyewear
● 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
on its value, quality and New York fashion week runway designs.
● Similarly, the Tommy Hilfiger Tailored collection also charges premium based on value
based pricing and customized fit.

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CONTD..
● The company has its own stores as well as a franchise based model for retail. There are
more than 1400 stores of Tommy Hilfiger located in over 90 countries across the world.
● The store layouts reflect the classic cool American style and the upbeat Tommy Hilfiger
designs. The products are also available online on the company’s website, as well as
other ecommerce portals.
● Tommy Hilfiger uses magazine ads, newspaper ads and billboards for promotions. It also
uses celebrities as brand ambassadors and the tagline “For the People”.
● They also launched a virtual reality store experience in 2015 which was a big hit among
the customers.
● The buyers could watch the 2015 Fall Hilfiger Collection in 360-degree 3D virtual reality
from front row and shop the collection immediately. But this was available only in select
flagship and franchise stores. For online promotions, it gives special offers on its website.
It also sends emails to its members showcasing the latest arrivals. Hence, this concludes
the marketing mix of Tommy Hilfiger.

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STRENGTHS
 Segment has huge
competition
 Brand switching is
high.
 Brand protection.
 Maintenance costs
are high.
WEAKNESS
 Innovation in
apparels.
 Expansion of
product line and
services.
 Increasing amount
of disposable
income in emerging
economies.
OPPORTUNITIES
 Intense competition
from international
brands.
 Economic
slowdown which
will cause reduction
in demand for
premium priced
products.
 Inventory issues
due to constantly
changing fashion
trends.
THREATS
 Recognition.
 Distribution
network.
 Presence in more
than 90 countries.
 Cool, American
Style designs.
 Association and
promotion from
popular celebrities.
 Advertising and
brand visibility.

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REFERENCES
1. https://youtu.be/lvZKigQpTng
2. From Marketing Research an applied orientation by
Naresh K Malhotra , Prentice Hall of India

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