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TOMMY HILFIGER
A brief light on the brands success
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Tommy Hilfiger
LOGO
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Mr.HILFIGER
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HISTORY
Tommy Hilfiger made his first foray into fashion as a purveyor of hippychic 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 periodworked 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 is known to spend much of his spare
time including his 50th birthday in March 2001 - and money on theCaribbean island of Mystique.
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CAREER
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 wasnamed Menswear Designer of the Year by the Council of Fashion
Designers of America in 1995.
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CAREER
In 1998, Hilfiger gave singer Aaliyah her endorsement deal, inwhich he honored her in his Summer 1998 fashion show in
Jamaica.
In 2005, a CBS TV reality showcalled The Cut tracked the progressof sixteen contestants as they competed for a design job withHilfiger in similar fashion to Donald Trump's The Apprentice. Inthe end Hilfiger chose Chris Cortez.
In May 2006, Hilfiger had a close encounter with Guns N' Rosessinger Axl Rose at the Plumm in New York City. Hilfiger reportedlytook a couple of swings at Axl Rose for touching his girlfriend'sbreast, before being carried away kicking and screaming by hisown security guards.[2] Club owner Noel Ashman stated, "Axl was a
gentleman and had the good sense not to retaliate as he would havedone some serious damage to Hilfiger." Later that night, Rosededicated the song "You're Crazy" to "My good friend TommyHilfiger.
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CAREER
Largely due to declining sales, in 2006, Tommy Hilfiger sold his
company for $1.6 billion, or $16.80 a share, to Apax Partners,
a private investment company.[2][3][4]
In March 2010, Phillips-Van Heusen, owner of Calvin Klein,bought the Tommy Hilfiger Corporation for $3 billion.
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PRODUCT LINE
Tommy Hilfiger, including men's, women's, children's,footwear, swim, fragrance, accessories, and home.
Hilfiger Denim, including men's and women's.
Hilfiger Sport, including fitness, golf, sail, ski, andswim.
Tommy also offers products such as fragrances, belts,bedding, home furnishings, and cosmetics. Thecompany's clean-cut clothing is sold in major
department and specialty stores as well as some 165Tommy Hilfiger shops and outlets.
Tommy offers almost 40 product lines.
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Product Segregation
Tommy HilfigerHilfiger Denim
Hilfiger Sports
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TOMMY HILFIGER
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 andchildren.
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HILFIGER DENIM
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.
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Hilfiger DenimMen & women Collection
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HILFIGER SPORTS
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 inEurope and Japan.
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STORESAcross the globe there are over 900 Tommyhilfiger stores locations including the
premium flagship retail destination
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