Post by account_disabled on Mar 15, 2024 22:15:45 GMT -5
Tommy Hilfiger marketing strategy in my latest post for Pop Up Magazine Tommy Hilfiger is one of the most popular clothing houses in the world. The signature is unmistakable which always proposes the preppy style in its red, white and blue tricolor. In this post we briefly retrace the history of the American fashion brand and analyze together the marketing strategies that have made it one of the most important brands in the global fashion system, above all thanks to the ability to sell its garments in real time during fashion shows , thanks to the web. The beginnings of the Tommy Hilfiger brand: the importance of advertising In 1985 the brand was still virtually unknown, but Tommy Hilfiger had already understood the importance of advertising .
So he immediately invested 160 thousand dollars to create his first Find Your Phone Number advertising campaign, relying on one of the marketing stars of the time, George Lois , who created iconic advertising in the advertising sector. A simple billboard made in Times Square, New York, depicted a riddle: “The four great American men's fashion designers are: R__L__, P__E__, C__K__ and T__H__”. Everyone could easily recognize the top three: Ralph Lauren, Perry Ellis and Calvin Klein. The last one was Tommy Hilfiger, below: “This is the logo of the least known of the four.” The Tommy Hilfiger brand experienced its heyday when, in the late 1980s and during the 1990s, celebrities began wearing the designer's clothes, such as models Kate Moss, Naomi Campbell and singer Britney Spears during his tour. In the 2000s the company felt the first signs of the crisis: along with the brand, its customers aged and the maison had difficulty attracting a new young clientele.
In one quarter it even lost 75% of its sales. In 2006 Hilfiger sold his business for $1.6 billion to Apax Partners , an investment firm. In March 2010 the company was sold for $3 billion to Phillips Van Heusen (PVH Corp) , owner of Calvin Klein. The collaboration with Gigi Hadid In 2016 the brand finally understood that it had to use the weapons of online marketing to attract a younger audience and to do this it asked for the help of Gigi Hadid , one of the most influential models in the world who has a 47.5 million Instagram account of followers. Gigi thus helped Tommy Hilfiger attract a younger audience with new digital marketing initiatives. Gigi Hadid thus becomes the global ambassador of the brand and at just 20 years old she creates her first of four capsules in collaboration with the American designer.
So he immediately invested 160 thousand dollars to create his first Find Your Phone Number advertising campaign, relying on one of the marketing stars of the time, George Lois , who created iconic advertising in the advertising sector. A simple billboard made in Times Square, New York, depicted a riddle: “The four great American men's fashion designers are: R__L__, P__E__, C__K__ and T__H__”. Everyone could easily recognize the top three: Ralph Lauren, Perry Ellis and Calvin Klein. The last one was Tommy Hilfiger, below: “This is the logo of the least known of the four.” The Tommy Hilfiger brand experienced its heyday when, in the late 1980s and during the 1990s, celebrities began wearing the designer's clothes, such as models Kate Moss, Naomi Campbell and singer Britney Spears during his tour. In the 2000s the company felt the first signs of the crisis: along with the brand, its customers aged and the maison had difficulty attracting a new young clientele.
In one quarter it even lost 75% of its sales. In 2006 Hilfiger sold his business for $1.6 billion to Apax Partners , an investment firm. In March 2010 the company was sold for $3 billion to Phillips Van Heusen (PVH Corp) , owner of Calvin Klein. The collaboration with Gigi Hadid In 2016 the brand finally understood that it had to use the weapons of online marketing to attract a younger audience and to do this it asked for the help of Gigi Hadid , one of the most influential models in the world who has a 47.5 million Instagram account of followers. Gigi thus helped Tommy Hilfiger attract a younger audience with new digital marketing initiatives. Gigi Hadid thus becomes the global ambassador of the brand and at just 20 years old she creates her first of four capsules in collaboration with the American designer.