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A brief light on the

brand’s success
Tommy Hilfiger

• Tommy Hilfiger made his first foray into fashion as a
purveyor of hippy chic to New York campus kids in 1969.  
Building on the success of his first shop, People's Place,
Hilfiger had established a chain of 10 speciality stores in
upstate New York by the age of 26. During the Seventies,
he turned to designing and for a period worked for Jordache
before launching his own label in 1985. An astute
businessman with a talent for publicity, Hilfiger's first ad
campaign, which cost him $3 million (£1.8m), prompted a
flurry of interest, after it proclaimed him as one of the "Four
Great American Designers for Men", along with Perry Ellis,
Calvin Klein and Ralph Lauren. By 1990, sales of Tommy
Hilfiger clothes had topped $25 million (£15m). 
Today the growing Hilfiger fashion empire, supplemented by
fragrances and other merchandising spin-offs, is worth
more than $400 million (£240m) a year. Meanwhile Hilfiger
• After turning to the design aspect of clothing by designing
for the rest of his stores in upstate New York, Hilfiger moved
to New York City with his now estranged wife, Susie.
Although he was offered design assistant positions with
designers Calvin Klein and Perry Ellis, and was broke, he
turned them both down with greater plans in mind.

• In 1984, he founded the 'Tommy Hilfiger Corporation', (

NYSE:TOM), with support from The Murjani Group, which
went public in 1992, introducing his signature menswear
collection. By 2004 the company had 5,400 employees and
revenues in excess of $1.8 billion. Hilfiger was named
Menswear Designer of the Year by the
Council of Fashion Designers of America in 1995.
• In 1998, Hilfiger gave singer Aaliyah her endorsement
deal, in which he honored her in his Summer 1998
fashion show in Jamaica.
• In 2005, a CBS TV reality show called The Cut tracked
the progress of sixteen contestants as they competed
for a design job with Hilfiger in similar fashion to
Donald Trump's The Apprentice. In the end Hilfiger
chose Chris Cortez.
• In May 2006, Hilfiger had a close encounter with
Guns N' Roses singer Axl Rose at the Plumm in
New York City. Hilfiger reportedly took a couple of
swings at Axl Rose for touching his girlfriend's breast,
before being carried away kicking and screaming by
his own security guards.[2] Club owner Noel Ashman
stated, "Axl was a gentleman and had the good sense
not to retaliate as he would have done some serious
damage to Hilfiger." Later that night, Rose dedicated
• Tommy Hilfiger, including men's, women's,
children's, footwear, swim, fragrance,
accessories, and home.
• Hilfiger Denim, including men's and
• Hilfiger Sport, including fitness, golf, sail,
ski, and swim.
• Tommy also offers products such as
fragrances, belts, bedding, home
furnishings, and cosmetics. The company's
clean-cut clothing is sold in major
department and specialty stores as well as
some 165 Tommy Hilfiger shops and outlets.
Product Segregation

Tommy Hilfiger
Hilfiger Denim
Hilfiger Sports
• Target audience: 25- 45 years of age.
• Tommy hilfiger label appeals to those
seeing new interpretations in classic
American styles
• Tommy collection consist of casual
sportswear n accessories for men,&
women that reflect the classic American
brand mission.
• Tommy includes products for men , women
and children.
• Hilfiger denim speaks to a younger target of 18-
28 year old denim oriented customers.
• The label consists of casual sportswear with a
focus on premium denim-related, separate for
men & women.
• The collection is slightly more “ fashion forward”
than the main TOMMY HILFIGER Label.
• Designs are inspired by American classics &
finished with a modern edge & fresh spirit.
• The products are sold at dedicated retail stores,
department stores, & specialty stores.
Hilfiger Denim
Men & women Collection
• Targeting the 18-45 year old
customers, hilfiger sportswear
consists of high performance active
wear for men & women including
apparels for fitness/ training, golf,
swimming, sailing, skiing.
• Hilfiger sportswear are sold at
dedicated retail stores ,department
stores, & specialty stores in Europe
and Japan.
Across the globe there are over 900
Tommy hilfigerstores locations
including the premium flagship retail