Tommy Hilfiger is one of the world’s leading designer lifestyle brands. The Tommy Hilfiger brand celebrates the essence of classic American cool style, featuring preppy with a twist designs. Founded in 1985, Tommy Hilfiger delivers premium styling, quality and value to consumers worldwide. Tommy Hilfiger has achieved strong global brand awareness and recognition and it occupies a unique position as a premium brand offering quality apparel, accessories and lifestyle products at accessible price points. Global retail sales of products sold under the Tommy Hilfiger brands were approximately $6.7 billion in 2014.
Tommy Hilfiger markets its products under several brands in order to fully capitalize on its global appeal, as each brand varies in terms of price point, demographic target and distribution. Brands include Tommy Hilfiger, Hilfiger Denim, Hilfiger Collection and Tommy Hilfiger Tailored, with a breadth of collections including tailored clothing, sportswear, denim, accessories, underwear and footwear. In addition, the brand is licensed for a range of products, including fragrance, eyewear, watches and home furnishings.
The main brands in our portfolio are:
- Tommy Hilfiger – Our core line, which embodies the brand’s classic American cool spirit and “preppy with a twist” designs and focuses on a 25 to 40 year-old consumer. Products are sold domestically and internationally through our own retail stores (specialty stores and outlet stores), through the wholesale channel and through our e-commerce websites.
- Hilfiger Denim – This line is inspired by American denim classics with a modern edge that is more casual than the Tommy Hilfiger label. Targeting the 18 to 30 year-old denim-oriented consumer, the line focuses on premium denim separates, footwear, bags, accessories, eyewear and fragrance. Products are primarily sold outside North America and can be purchased in our own retail stores, through the wholesale channel and through our e-commerce websites.
- Hilfiger Collection – Hilfiger Collection is the pinnacle of the Tommy Hilfiger product offering and features its most directional styles for women, blending the brand’s Americana heritage with contemporary influences. The collection targets 25 to 40 year-old consumers, and includes designs that premiere on the runway during New York Fashion Week. Hilfiger Collection is available globally at select Tommy Hilfiger stores and wholesale partners, and through our e-commerce websites.
- Tommy Hilfiger Tailored - Targeting 25 to 40 year-olds, this line integrates a sharp, sophisticated style with the brand’s American menswear heritage. From structured suiting to casual weekend wear, classics are modernized with precision fit, premium fabrics, updated cuts, rich colors and luxe details executed with the brand’s signature twist. Tommy Hilfiger Tailored is available globally at select Tommy Hilfiger stores and wholesale partners, and through our e-commerce websites.
Global marketing campaigns are integral to the Tommy Hilfiger brand, with a focus on driving elevation, consistency and relevancy across product lines and regions. Tommy Hilfiger engages consumers through comprehensive 360° marketing campaigns, which have a particular focus on innovative social media and digital marketing initiatives. The eclectic “Hilfiger Family” continues to be the primary focus of Tommy Hilfiger’s campaigns, as it drives the lifestyle component of the brand. There have also been several exciting announcements in the marketing arena recently: Tommy Hilfiger signed Rafael Nadal as the brand ambassador for Tommy Hilfiger underwear and Tommy Hilfiger Tailored, with the campaign set to launch in Fall 2015 and American street style icon Olivia Palermo and her husband model Johannes Huebl, were enlisted as guest editors for the Tommy Hilfiger Summer 2015 women’s and men’s collections, respectively. This partnership helps drive the lifestyle aspect of the brand and increase awareness for womenswear, which is a growth area.
Tommy Hilfiger has been successfully leveraging its runway shows during New York Fashion Week to engage consumers across social media – #TommySpring15 generated over 600 million impressions, a 130% increase over the prior season. The brand’s efforts are being recognized, as Tommy Hilfiger received the #8 ranking on L2’s Digital IQ Index: Fashion in 2014, which ranks the digital competence of 85 global fashion brands across site, digital marketing, social media, mobile and tablet. 2014 marked the third consecutive year in which the brand placed in the top ten on L2’s index. In the same year, Tommy Hilfiger also ranked #2 on L2’s Digital IQ Index: Luxury – China which examines the digital competence of 95 global and five local brands, based specifically on their site, social media, digital marketing and mobile initiatives in China.
In 2014, Tommy Hilfiger spent over $150 million on its global marketing and communications efforts.