TOMMY
HLFIGER
ABOUT
An American luxury lifestyle brand 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 its 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 its signature
Red-Blue- White colored log and preppy style. The brand excels in
premium quality casual,semi-formal and sports wear for all age groups.
Even after being a brand or youth and individuality, Milnger 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 Hiltiger
understands the demand for changing trends.
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.
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 always brings 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.
VISUAL BOARD OF THE BRAND
BRAND VISION
The brands vision is always classic American cool. It's about
celebrating individuality, relentless optimism, and breaking
conventions. It evolved and reinvented classics in a modern
way, but always stayed true to the brand DNA.
THE WAY IT CREATES 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 etticiency 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.
FOCUS AREAS : A DESIGNER FOR
THE CONSUMERS
I founded my brand to be accessible and inclusive, and I've always considered
the consumer to be the most important aspect of our business," said Tommy
Hilfiger.
The brand does not believe in trends but creating thoughtful clothing pieces
of premium quality yet accessible to serve the needs of it's customers in the
long run ensuring brand loyalty and trust. Tommy Hilfiger understood the
different needs of different consumer bases in different regions.For example,
customers in Germany favour darker colours, while Spanish consumers
want lighter and brighter shades while the Irish like bulky sweaters, Hilfiger
noted . The brand molds and shapes to the region so that goes all over the
world."
SUSTAINABILITY
The Corporate Responsibility program, embraces the three core values and spirit
of the Tommy Hilfige brand: it is inclusive, focused on quality and inspires the
brand to make sustainability ambitions an integral part or the business.
1. Produce 100% of the cotton from more sustainable sources
2. Take an active water stewardship role.
3. Produce in facilities where water energy & chemicals are sustainably managed.
4. Reduce greenhouse gas emissions
5. Reduce carton-based packaging
6. Reduce plastic-based packaging.
7. Recycle store, warehouse and office waste
8. Source 100% of the products at facilities that uphold workers' rights. ISSO
9. 9Empower and inspire unique talent in the company
10. Help build healthy communities
PRODUCT PRICE
Tommy Hilfger 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 collectionisprimarilytargetedatwomen 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.
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 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 customised fit.
WOMEN'S SECTION
MEN'S SECTION
KID'S SECTION
SOCIAL MEDIA
Tommy Hilfiger uses various forms of Social Media to promote their brand,
but their most frequently used are Facebook, Instagram & Twitter. Although
their main competitor, Calvin Klein has a substantial lead over them in terms
of followers, the brand itself is becoming more and more popular on social
media and with the right marketing could meet the standards of their
competitors.
The Tommy Hilfiger Instagram posts on average five posts a week, which is
less than their competitors but each post gets a notable amount of views. The
brand has been also promoted on the Instagram accounts of Hailey Baldwin
(33.4 million followers) and Lucky Blue Smith (2.7 million followers) and many
other bloggers. All posts feature hashtags such as #Hilfiger Denim and
#TommyHilfiger that increases views by attracting audience, who don't follow
the brand.
Tommy Hilfiger keeps coming up with new ideas to interact with their
audience. Besides posting attracting pictures of clothing ,the brand
also hosts interactive competitions as well as CO-CREATE series for
consumrs to design brand T-shirts. The brand has a very engaging talk
series called "TOMMY TALKS" where celebrities and guests talk about
various global issues.
Keeping up with the trends the brand also made their instagram filters
for people to try on and post with hashtags. They frequently conduct
Tommy Lives , IGTV videos and Webisodes.
The brand surely knows how to keep the consumers engaged.
INSTAGRAM LAYOUT
CAMPAIGNS
INTRODUCING THE HILFIGERS -2010
The Hilfiger family - a clever campaign concept which saw different
generations dressed head to toe in the brand having a wonderful time -
debuted for A/W10. The all-American tribe are seen in various guises,
making trips to the country, taking holidays and on board a boat. The
Hilfiger's campaign remains the ultimate personification of the preppy
heritage and irreverent spirit of the brand. The "family" aspect is now a
Hilfiger campaign signature.
ADAPTIVE CLOTHING FOR
DISABLED -2016
The Spring 2016 Tommy Adaptive collection features clothing designed for
individuals with disabilities, for whom getting dressed can be a real
challenge.
A series of video ads have appeared across Tommy Hilfiger social channels
that show disabled models living their lives and following their dreams.
'The Tommy Adaptive collection looks much like the rest of the designer's
clothing, but buttons have been discreetly replaced with magnetic closures,
hidden hook and loop panels adjust hems, jackets feature one-handed
zippers and other adjustments.
TOMMY X GIGI HADID
Gigi Hadid represented Tommy Hilfiger women's line as a global brand
ambassador in 2016. In addition to being a global ambassador, Tommy
Hilfiger launched a capsule collection with Hadid in 2017, which featured,
women's sportswear, footwear and accessories. Hadid's unique take on
modern style had fused with Hilfiger's signature classic American cool
heritage. By using her style, sense and her social media presence, Hadid's
ambassadorship with the company expanded the womenswear line
reinforcing the brand's credentials as the"world's leading accessible designer
brand that offers stylish classics with a playful fashion edge".
Tommy Hilfiger reached out to a wider audience with the help of the
millennial supermodel's social media status and presence. It assisted the
brand to built on its new vision and strategically expanded the brand's
womenswear line.
TOMMY X GIGI HADID
TOMMY X ZENDAYA
Tommy Hilfiger and Zendaya presented their second collaborative see-
now-buy-now TommyNow collection celebrating diversity and inclusivity
at iconic Apollo Theater in New York. The duo brought back strong '70s
silhouettes, specifically nodding to Harlem's cultural and sartorial
impression. With the runway set to '70s and '80s hits, the models
presented a vision of power dressing in houndstooth and polkadots, along
with velvet and leather. This collaborative too just like Tommy X GiGi
acquired huge amount of engagement and hype from the consumers.
TOMMY X ZENDAYA
MOVING FORWARD TOGETHER
Tommy Hilfiger has announced its AW20 global campaign, ving Forward Together. This
campaign aims to connect with consumers through activations to "unite and inspire", as
well as to build on Tommy's ongoing commitment to create fashion that 'Wastes Nothing
and Welcomes All The aim of 'Moving Forward Together' is to help the fashion industry
and creative communities to recover from Covid-19.
The'Moving Forward Together' activations
'Together We Create' through Tommy's social media channels invites consumers to
digitally co-create new pieces of clothing using left-over fabrics and re-imagine styles
from past seasons through an online co-creation platform. "Together with Local Heroes'
offers in-store repair services for free on any garments in selected countries, the first
being in Dusseldorf and Hamburg, by partnering with local tailors and artists most
affected by the global corona crisis.
TOMMY X MERCEDES
In 2018, Tommy became the official apparel partner of the Mercedes-
AMG Petrons Formula One Team, adding on the sport sponsorship
inheritance which Tommy Hilfiger has embraced since the brand was
found. The multi-year partnership "underscores Tommy Hilfiger's vision
to continuously elevate and expand the brand in key markets for a new
generation.
The brand in collaboration with the world's top Formula One Team and
leading automobile innovator have together created a new generation
for Tommy's consumer. The premium sportswear collab includes parkas,
shirts, chinos, sweaters, sweatpants, bags, and accessories--all with a
Mercedes-Benz touch.
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.
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.
PRIMARY RESEARCH REFLECTION
In the Indian consumer market we see that they recognised Tommy as an classic all
American brand, mostly known for their oversized logo and preppy clothes. The brand
celebrates the essence of Classic American Cool and provides a refreshing twist to the
preppy fashion genre. Majority of the people agreed that Tommy Hilfiger offers clothing
according to the indian market. 62.4% of people found the brand really comfortable and
1.2% was at the least with day to day colourful clothing. Majority of the people became
aware of the brand through malls and physical stores. 75.3% of people would choose
Tommy Hilfiger over United Colors of Benetton and 81.9% of people buy casual wear from
the brand.
To continue our brand study we decided to go to two of Tommy's showrooms in Chennai
which helped us expand our viewpoint on the brand and gain more knowledge about the
brand by interviewing not only the customers but also the staff there which gave us a
deeper insight into the brand values of the store and how these showroom function.
PRIMARY RESEARCH REFLECTION
To begin with we interviewed the employees of Tommy and tried to get a
view from them about the kind of customers Tommy mostly caters to as a
brand and according to them its mostly adults who like to dress business
casual and teenagers who like to wear trendy clothes, not only that we also
learned about how on an average the daily footfall in their store is around
50- 60 customers and around 50- 55 bills per day as well, in order to get
repeat customers they focus on giving the customer a welcoming
environment and they help by guiding the customer to help them find their
ideal outfit, one of the key requirements to work under the brand is to have
a degree, good communication skills, confidence and being well maintained
and classy.
When asked about how the worldwide pandemic affected everything in the showroom and what were the
protocols that took place after the pandemic, to which they told us about how the guidelines have become
stronger about how many people are allowed in the store, wearing masks and using sanitizer is a must, they also
told us that eventually the business is going up again which is a positive sign.
We also interviewed laymen and a few customers to see their opinions, and when we were doing that we saw that
many people were Tommy's loyal customer, not just for their brand name but because of the overall experience
that they get from the brand, there are customers who have been shopping from the brand since 4 years to 6
years as well
According to many of the consumers Tommy is a brand which can be seen as a brand that caters to all whereas
some people believe that Tommy has overpriced clothing which makes it hard for many people to invest in it, the
businessmen come to Tommy for their casual wear and when asked during the interview they said that they would
prefer CK over Tommy because of the brand name and because ck is a more youthful brand which offers better
fabric quality, though we also came across people who weren't much concerned about the brand name as much
as comfort, according to them they have not yet come across many advertisements from Tommy, unlike other
brands which makes them more familiar and to some extent more open to buying from the other brands than
Tommy through the surveys we found out that most people see Tommy as an affordable brand, but would not
prefer to wear Tommy's clothes to a party, many people pointed out the issue of sizing and pricing at Tommy but
on the other hand there were people who prefer the brand due to their comfort, quality and the overall aesthetics
of the brand.
When asked about how the worldwide pandemic affected everything in the showroom and what were the
protocols that took place after the pandemic, to which they told us about how the guidelines have become
stronger about how many people are allowed in the store, wearing masks and using sanitizer is a must, they also
told us that eventually the business is going up again which is a positive sign.
We also interviewed laymen and a few customers to see their opinions, and when we were doing that we saw that
many people were Tommy's loyal customer, not just for their brand name but because of the overall experience
that they get from the brand, there are customers who have been shopping from the brand since 4 years to 6
years as well. According to many of the consumers Tommy is a brand which can be seen as a brand that caters to
all whereas some people believe that Tommy has overpriced clothing which makes it hard for many people to
invest in it, the businessmen come to Tommy for their casual wear and when asked during the interview they said
that they would prefer CK over Tommy because of the brand name and because ck is a more youthful brand which
offers better fabric quality, though we also came across people who weren't much concerned about the brand
name as much as comfort, according to them they have not yet come across many advertisements from Tommy,
unlike other brands which makes them more familiar and to some extent more open to buying from the other
brands than Tommy through the surveys we found out that most people see Tommy as an affordable brand, but
would not prefer to wear Tommy's clothes to a party, many people pointed out the issue of sizing and pricing at
Tommy but on the other hand there were people who prefer the brand due to their comfort, quality and the
overall aesthetics of the brand.
SEGMENTATION
DEMOGRAPHIC
Consumers are Middle upper to upper class women & men, aging 20-45 years are targeted.
They have active professional & family lives with occupations relating to Finance, Design, Media ,
Entrepreneurs & students . They have good education and are intellectuals with monthly income
ranging from 20,000 - 1,00,000 rupees.
GEOGRAPHIC
The brand captures a global market even though it started as an American based brand. Consumers
are from different countries and cultures of the world.
'They reside in big metropolitan cities.
PSYCHOGRAPHIC
Consumers are outgoing , Confident and social. They are driven by trends hence seeing themselves
as a part of society is important to them. They want to look good and presentable.
They want to be associated with groups yet have an individuality in personality , opinions and style.
TARGETING
The target market is focused at "Young Adults" aging from 25 to 30 years. They are
dedicated to their occupations and enjoy social activities such as going to parties , going
to lunches, fun activities with friends, Movies or even adventure sports . The target
market cross two gerations ie Generation Y and Generation Z both of which are
technology driven hence social media is thebest way to reach them . Keeping the two
groups in mind Tommy hence has Hilfiger Collection and Tommy Jeans focused at
Generation Y and Generation Z respectively.
The target is also at "Experiencers" (under Vals Framework ) who ae early adopters of
trends and that is why match with the target consumers of Tommy Hilfiger . The target
market and strategies are centered more at serving the loyal consumers and bringing
them back in comparisson to finding new ones . The target market has higher resources
and want to be diverse as well as in connection with trends.
POSITIONING
The brand operate within a unique position as a premium designer
lifestylebrand offering customers with high quality apparel and accessories.
Competitors range from various sports brand like Nike as well as upper
market fashion brands including Ralph Lauren, Lacoste, Calvin Klein offering
high quality products at various price points
The brand positions itself in the market while continuing it's nineties-style
dominance and using models of same age as that of the target consumers to
reach out. Closest competitor Cavin Klein also uses same marketing and
communication strategies to attract consumers. Both offer similar product
lines at similar pricepoints to a similar consumer base.
SWOT ANALYSIS Strong recognition and brand identity
Strong distribution channels and presence globally
Reputed designer clothing
associations, collaborations, promotions with popular names {gigi/Levis/ Mercedes/ Zendaya}
Established style
strong visual presence and brand visibility social media presence
growing presence on high street
USP of classic American style for young and restless logo image and reputation strong colours
association
premium quality and good prices
lack of presence in print media and advertising (outdoor) competitors are posting more frequently on
social media
lack of consistency
Rigid design process and inspirations for most of the apparel
lack of sizes for all body types - fitting issues
Not affordable to many and their prices
Innovation in collection
brand app for consumers to buy in all countries
Aggressive PR and marketing
opening stores in high street to be more accessible
Expansion of services in terms of customer venture more into sustainability
Be more adaptive in terms of trends
More sizes and plus sizes
more variety and improvent in classic t shirts
Capture essence of local taste markets of different countries of India
competitors post more and engage with consumers
Economic slowdown may reduce demand for products priced at a premium rate
Calvin Klein for example is more accessible to the consumer through high street store
consistently changing trends and market opposing the origional heritage of brand
Being a fast fashion brand need for survival amidst the sustainability wave
MY REFLECTION ON CONSUMERISM
Tommy Hilfiger was never one to design for himself, but a designer dedicated to the
consumers always keeping in mind what was both wearable, authentic and desirable,
completely justifying the tagline of the brand "for the people". Instead of becoming a
luxurious brand, Tommy Hilfiger focuses on a brand that's accessible, affordable for the
common man, family oriented and aspirational reflecting the preppy American classic with a
twist for all age groups. Tommy Hilfiger understood the different needs of different
consumer bases in different regions. It's a true reflection of a consumer brand as it puts its
consumer the first priority, their needs and choices in ways people would always come back
for more. It's a brand with perfect combination of formal wear meeting streetwear, casuals
and appropriate accessories for all age groups. For customers the brand aesthetic radiates
cool yet elegant vibes. Tommy Hilfiger maintains and offers a helpful customer relations as
well.
From TOMMY adaptive clothing line for physically disabled to virtual
reality setup of 3D visual camera and interactive smart mirrors in stores of
Amsterdam developed an excellent innovative experience of the customers
which further helped the brand reach various masses.
Tommy Hilfiger creates new for its customers keeping the brand roots and
aesthetics intact. The brand strive for wholesome and a clean look, creating
quality products which reflects its beginnings yet always staying in trend with
its core values of patriotism, excellence, clean, cool and classic. As consumers
get informed early about the latest trends of the runway and their favorite
style icons who post on social media platforms from the brand collections
increase interest and excitement in the hearts of the consumers for upcoming
collections making them come back at the stores for a treat.
1. FLAT SKETCHES DESIGNS CREATED FOR
WOMEN'S SECTION
2.
3.
4.
5.
TECH PACK
STYLE NO.
SSDL051
STYLE NAME SEMI-FORMAL PLEATED DRESS
CATAGORY PLEATED DRESS
PRODUCT WOMENS WEAR
DESIGNER ANTONELLA DI PIETRO
FIT TYPE FLARED
COLLECTION/THEME SS23
DATE 20/04/2023
SIZE XS,S,M,L,XL
GARMENT DESCRIPTION
Cotton 80%,polyester20%
Round Neck
Sleevesless
Above Knee
FRONT BACK
STYLE NO. SSDL051
STYLE NAME SEMI-FORMAL PLEATED DRESS
CATAGORY PLEATED DRESS
PRODUCT WOMENS WEAR
DESIGNER ANTONELLA DI PIETRO
FIT TYPE FLARED
COLLECTION/THEME SS23
DATE 20/04/2023
SIZE XS,S,M,L,XL
GARMENT DESCRIPTION
Cotton 80%,polyester20%
Round Neck
Sleevesless
Above Knee
STYLE NO. SSDL051
STYLE NAME SEMI-FORMAL PLEATED DRESS
CATAGORY PLEATED DRESS
PRODUCT WOMENS WEAR
DESIGNER ANTONELLA DI PIETRO
FIT TYPE FLARED
COLLECTION/THEME SS23
DATE 20/04/2023
SIZE XS,S,M,L,XL Collar neck
Hem stitch
Logo
Pleats
round buttons
THANK YOU
