Tommy Hilfiger is one of the world’s leading designer lifestyle brands and is internationally recognized for celebrating 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 under the Tommy Hilfiger and Hilfiger Denim brands, with a breadth of collections including Hilfiger Collection, Tommy Hilfiger Tailored, men’s, women’s and children’s sportswear, denim, accessories, and footwear. In addition, the brand is licensed for a range of products, including fragrances, eyewear, watches and home furnishings. Founder Tommy Hilfiger remains the company’s Principal Designer and provides leadership and direction for the design process.
Tommy Hilfiger, which was acquired by PVH Corp. in 2010, is a global apparel and retail company with more than 17,000 associates worldwide. With the support of strong global consumer recognition, Tommy Hilfiger has built an extensive distribution network in over 90 countries and more than 1,400 retail stores throughout North America, Europe, Latin America and the Asia Pacific region. Global retail sales of the Tommy Hilfiger brand were US $6.4 billion in 2013.
The two main brands in our portfolio are:
- Tommy Hilfiger – Our core line, which embodies the brand's "preppy with a twist" heritage and focuses on a 25 to 40 year-old consumer. Products are sold domestically and internationally through our own retail stores (flagship locations, anchor stores, specialty stores and outlet stores), through the wholesale channel and through our e-commerce website; and
- Hilfiger Denim – This line is inspired by American denim classics with a modern edge that is more "fashion forward" and 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 website.
We believe the Tommy Hilfiger brand's global awareness has been achieved through the consistent implementation of a global marketing and communications strategy, continued product enhancements, and an improved in-store experience. We continue to make significant investments in global advertising and integrated marketing programs, spending over $185 million on global marketing and communications efforts in 2013. We continue to focus on elevating our products, reaching existing and new consumers with our eclectic "Hilfiger family" global advertising campaigns and investing in the in-store experience to drive the brand globally while continually improving our financial returns. Digital marketing is a particular focus area and is receiving a good response, as evidenced by Tommy Hilfiger's #10 ranking on the 2013 L2 Digital IQ Index: Fashion.