TOMMY HILFIGER comparative shop report
AMY LILY SHAH
WWW.EUSS.EDU
CONTENT The mission.............................................. 3 Competitors.............................................. 4 About brands............................................... • Tommy Hilfiger.... 5 • Ralph Lauren.... 6 • Lacoste.... 7 • Levis.... 8 Comp. shop (mini)....................................... • Levis... 9 • Lacoste.... 10 • Polo Ralph Lauren.... 11 Market postionig map............................ 12 Customer profile..................................... 13 SWOT....................................................... 15 Marketing mix......................................... 16 Tommy's 3 principals............................. 18 Sales analysis......................................... 19 (Tommy Hilfiger, 2017)
"TOMMY EQUAL, the unisex collection that is all about equality in the shape of 90's themed clothes, showing the world that beauty comes in all shapes, forms and sizes"
T H E
 M I S S I O N Â
COMPETITORS
VS
ABOUT BRANDS
Tommy HilfigerÂŽ and Tommy JeansÂŽ, founded in 1985 by Tommy Hilfiger and now owned by the PVH corp., is now one of worlds leading lifestyle designer brands known for it's red, white and navy flag. The brand is now "recognized for celebrating the essence of classic American cool style, featuring preppy with a twist designs."(Global.tommy.com, 2018) Where as Hilfiger gained it's name by creating a Hip Hop inspired street wear range in the early 90's.
ABOUT BRANDS
Ralph Lauren Corporation, started up in 1967 with men's ties designed by Ralph Lauren and is now an internationally known lifestyle designer clothing brand with 17 different sub brands including Polo Ralph Lauren®. Ralph himself describes the brand as "redefining American style" (Lauren, n.d.). Just the same as Hilfiger, Ralph also had a Hip Hop inspired in the 90's with Chaps® and Polo Ralph® which consisted of sports and street wear.
ABOUT BRANDS
LacosteÂŽ was founded by the french tennis player RenĂŠ Lacoste in 1933. The brand was first created when Lacoste started making tennis shirts for his own personal use, which than became the brands signature polo. The brand than became the world's first known garment to have the logo on the outside of it.
ABOUT BRANDS
Levis Strauss & Co., the creators of the first pair of blue jeans in 1873 and their Dockers® brand was also responsible for the reinvention the Khaki pant. The brand was founded in 1829 by Hirsch Strauss and Rebecca Haas Strauss. Levis® is world renowned for their signature denim jeans, which are very similar to the Tommy Jeans® jeans.
COMP. SHOP £70.00
TOMMY JEANS® VS LEVI'S® MOM JEANS The Levi's jeans, as well as being slightly cheaper, they seem to be a lot more popular than Tommy Jeans as they are sold out on the website and there seems to be excellent reviews
£95.00
About the item - 100% Pure Cotton - Tommy Hilfiger handwritting logo - Five pocket - Dark wash - Frayed hem
COMP. SHOP £79.00
LACOSTE L.12.12 POLO SHIRT About the item: - Classic fit - Cotton petit piqué - Cotton (100%) - Available in over 30 colours
TOMMY HILFIGER® VS LACOSTE® POLO Apart from the tipped detailing that the Tommy polo has, both shirts are very similar although the Lacoste polo is one of their signature designs.
£70.00
TIPPED SLIM FIT POLO SHIRT About the item: - Slim fit - Cotton pique - Cotton (100%)
£49.00
TWILL BASEBALL CAP About the item: - Embroidered ventilating grommets. - Embroidered "Polo" and adjustable hook-and-loop strap - Signature embroidered pony at the front. - 58% cotton, 42% polyester.
TOMMY HILFIGER® VS POLO RALPH LAUREN® BASEBALL CAP Although there is a very big difference between the prices, these caps are best sellers for both brands
COMP. SHOP
CLASSIC BASEBALL CAP £25.00 About the item: - Pure cotton - Adjustable fastening with Tommy Hilfiger logo - Button and eyelet detail on top - Tommy Hilfiger logo on back - Tommy Hilfiger flag embroidery on front
MARKET POSITIONING MAP When it came to looking for Tommy Hilfiger's USP american urban/preppy - a chose the brands that I feel have that sort of feel to them as well as the research that I have conducted to reach the 10 competitors.
CUSTOMER PROFILEÂ Tommy Hilfiger's core customer Name: Stephanie Age: 35 Gender: Female Life Style: Independent Located: America Occupation: Entrepreneur Hobbies: Sailing and reading.
CUSTOMER PROFILEÂ Tommy Hilfiger's core customer Name: Marley Age: 19 Gender: Female Life Style: Dependant Located: London Occupation: Fashion Student Hobbies: Shopping, music, travelling, activism.
(MBA Skool-Study.Learn.Share., 2018)
MARKETING MIX
Product Although Tommy's prices a lower than their competitiors, although "The Hilfiger collection is priced in the higher segment as it can charge premium based on its value, quality and New York fashion week runway designs. (MBA SkoolStudy.Learn.Share., 2018)"
Price Tommy Hilfiger includes a wide range of premium fashion and lifestyle products including: -Denims - Clothing Watches - Shoes Handbags - Lifestyle and Home dĂŠcor - Fragrances - Eyewear
MARKETING MIX
Promotion The brand uses a wide range of promotional strategies, both online and offline, such as; magazine ads, social media, billboards, celebrities as brand ambassadors (currently Gigi Hadid), ... They also create client loyalty by giving them a 10% -15% percent off their purchase when they subscribe to their newsletter where they send relevant news to their subscribers..
Place Tommy Hilfiger has over 1400 stores in 90 stores across the globe with flagship stores in major cities New York, London, Paris, Tokyo, Los Angeles and Dusseldorf. Not only do they have a large chain of retail stores, they also have an online store which is available in many languages to create a global recognition.
MARKETING MIX Tommy Hilfiger magazine ad with Gigi (Hilfiger, 2016)
Tommy Hilfiger bus with Lewis Hamilton
Tommy Hilfiger bilboard with Gigi (Hilfiger, 2017)
TOMMY'S 3 PRINCIPALS Product: Classic, Cool & Committed
Operate: Lean & Clean
1. Procure that 100% of our cotton from more sustainable resources.
4. Reduce greenhouse gas emissions.
2. Take an active water stewardship role.
5. Reduce carton-based packaging.
3. .Produce in facilities where water, energy and chemicals are sustainably managed.
Connect: Positive & Inclusive
8. Source 100% of our products at facilities that uphold workers rights.
6. Reduce plastic-based packaging.
9. Empower and inspire the unique talent in our company.
7. Implement circularity principles into the business
10. Help build healthy communities.
(PVH Corp, 2017)
SALES ANALYSIS
(PVH Corp., 2018)