Tommy Hilfiger Marketing Report

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Abstract( Tommy!Hilfiger!was!one!of!the!most!influential!brands!during!the!1990’s,!as!fashion!from!the!90s!has! seen!a!resurgence,!Tommy!Hilfiger!is!taking!the!leap!and!aiming!to!make!an!entrance.!The!purpose!of! the!report!was!to!analyse!the!Tommy!Hilfiger!brand!and!its!marketing!communications!strategy!to! conclude! findings! on! their! strengths! and! make! recommendations! towards! future! development.! Primary! and! secondary! research! was! undertaken! whereby! information! has! been! used! to! form! recommendations!to!enhance!the!competitiveness!of!the!brand!by!working!on!their!digital!strategy,! visual!merchandising!and!expansion!into!high!street!stores.! (

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Table(of(Contents( ! Abstract(.............................................................................................................................(i! Table(of(Contents(..............................................................................................................(ii! List(of(Figures(...................................................................................................................(iii! List(of(Tables(.....................................................................................................................(v! 1.0!Introduction(................................................................................................................(1! 1.1!Aims!and!Objectives!.....................................................................................................................!1( 1.2!Brand!overview!............................................................................................................................!1( 1.3!Sales!History!.................................................................................................................................!1( 1.4!Customer!Profile!...........................................................................................................................!2( 1.4.1!Hilfiger!Denim!........................................................................................................................!2! 1.4.2!Tommy!Hilfiger!......................................................................................................................!3! 1.5!Marketing!Mix!..............................................................................................................................!4( 1.5.1!Product!..................................................................................................................................!4! 1.5.2!Place!......................................................................................................................................!4! 1.5.3!Price!.......................................................................................................................................!4! 1.6!Competitors!and!Market!Positioning!...........................................................................................!5( 2.0(Promotion(Theory(........................................................................................................(5! 2.1!AIDA!Model!..................................................................................................................................!5! 3.0(Promotional(Mix(..........................................................................................................(6! 3.1!Sales!Promotion!...........................................................................................................................!6( 3.2!PR!.................................................................................................................................................!6( 3.2.1!Events!....................................................................................................................................!6! 3.2.2!Press!Release!.........................................................................................................................!7! 3.2.3!Blogger!Outreach!..................................................................................................................!8! 3.2.4!Collaborations!.......................................................................................................................!9! 3.2.5!Social!Media!..........................................................................................................................!9! 3.3!Personal!Selling!............................................................................................................................!9( 3.4!Advertising!.................................................................................................................................!10( 3.5!Visual!Merchandising!.................................................................................................................!11( 4.0(SWOT(Analysis(...........................................................................................................(12! 5.0(Recommendations(.....................................................................................................(13! 6.0(Conclusion(.................................................................................................................(14! 7.0(References(.................................................................................................................(15! 8.0(Bibliography(..............................................................................................................(16! 9.0(Appendices(................................................................................................................(18! !

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List(of(Figures( Figure(1.3.1___________________________________________________________________Page(1( Tommy!Hilfiger!1990s! Childrenofthenineties!(2009)!Tommy%Hilfiger%90s!Available!at:! http://childrenofthenineties.blogspot.co.uk/2011/05/tommyZhilfiger.html!(Accessed:!3!May!2016).! ! Figure(1.3.2___________________________________________________________________Page(1( Tommy!Hilfiger!2016! Fashionista!(2015)!Tommy%Hilfiger!Available!at:!http://fashionista.com/2015/10/mytheresaZtommyZ hilfiger!(Accessed:!3!May!2016).! ! Figure(1.4.1.1_________________________________________________________________Page(2( Hilfiger!Denim!Consumer!Profile!! (Authors!Own,!2016)! ! Figure(1.4.2.1_________________________________________________________________Page(3( Tommy!Hilfiger!Consumer!Profile!! (Authors!Own,!2016)! ! Figure(1.5.2.1_________________________________________________________________Page(4( Tommy!Hilfiger!Store!Count!2014! Sushil,!S.!(2015b)!Become!a!market!realist!member!today!to!enjoy!full!access!Available!at:! http://marketrealist.com/2015/02/tommyZhilfigerZprovenZlifestyleZbrand/!(Accessed:!3!May!2016)! ( Figure(1.6.1___________________________________________________________________Page(5( Perceptual!Map!! (Authors!Own,!2016)! ( Figure(3.1.1___________________________________________________________________Page(6( Online!Sales!Promotion!!! uktommy.com!(2016)!Available!at:!http://uk.tommy.com/!(Accessed:!30!May!2016).! ! Figure(3.2.1.1_________________________________________________________________Page(6( NYFW!Fall!2016!Invite! Redação!(1993)!Hilfiger!collection!apresenta!croquis!do!fall!16!#NYFW!Available!at:! http://jornalmagazine.blogspot.co.uk/2016/02/hilfigerZcollectionZapresentaZcroquis.html!(Accessed:! 3!May!2016).! ! Figure(3.2.2.1_________________________________________________________________Page(7( Press!Release!Fall!2016! Tommy!Hilfiger!(2015)!Press!releases!Z!Tommy!Hilfiger!runway!show!Available!at:! http://runwaynewsroom.tommy.com/enZUS/FallZ2016ZWomen/ZPressZReleases!(Accessed:!3!May!! 2016).! ! Figure(3.2.3.1_________________________________________________________________Page(8( Hilfiger!Island!Homepage! Hilfiger!Island!(2016)!Hilfiger%island!Available!at:!http://hilfigerisland.com/intro!(Accessed:!3!May! 2016).! !!!!!!! iii! !


Figure(3.2.3.2(_________________________________________________________________Page(8( Hilfiger!Island!Navigation! Hilfiger!Island!(2016)!Hilfiger%island!Available!at:!http://hilfigerisland.com/intro!(Accessed:!3!May! 2016).! ! Figure(3.2.3.1_________________________________________________________________Page(9(( TommyXGigi!Sneak!Peak! Harper’s!Bazaar!(2016)!Gigi!Hadid!just!teased!her!Tommy!Hilfiger!Collab!on!Snapchat!Available!at:! http://www.harpersbazaar.com.sg/21175/gigiZhadidZturnsZdesignerZforZtommyZhilfiger/!(Accessed:! 3!May!2016).! ! Figure(3.5.1__________________________________________________________________Page(11( Tommy!Hilfiger!Birmingham!Store!! (Authors!Own,!2016)! ! Figure(3.5.2__________________________________________________________________Page(11( Tommy!Hilfiger!Birmingham!Store!! (Authors!Own,!2016)! ! Figure(3.5.3__________________________________________________________________Page(11( Tommy!Hilfiger!Birmingham!Store!! (Authors!Own,!2016)! ! Figure(3.5.4__________________________________________________________________Page(11( Tommy!Hilfiger!L.A!Flagship!Store!! Andreas!(2013)!Los%Angeles:%Tommy%hilfiger%flagship%store%opening.!Available!at:! http://superfuture.com/supernews/losZangelesZtommyZhilfigerZflagshipZstoreZopening!(Accessed:!31! May!2016).! ! Figure(5.1___________________________________________________________________Page(13( Three!Horizons!Model! Slidemodel!(2016)!Three%horizons%model%curve%for%PowerPoint.!Available!at:! https://slidemodel.com/templates/threeZhorizonsZmodelZcurveZpowerpoint/!(Accessed:!31!May! 2016).! ! ! ! !

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List(of(Tables(( ( Table(1.4.1.1__________________________________________________________________Page(2( Hilfiger!Denim!Consumer!Profile!!!! (Authors!Own,!2016)! !!!! Table(1.4.2.1__________________________________________________________________Page(3( !Tommy!Hilfiger!Consumer!Profile!! (Authors!Own,!2016)! !!!!!!!!!!! Table(1.5.3.1__________________________________________________________________Page(4( Comparison!of!Polo!Shirt!Prices! (Authors!Own,!2016)! ! Table(2.1.1___________________________________________________________________Page(5( AIDA!Model!! (Author’s!Own,2016)! ! ( Table(4.1___________________________________________________________________Page!12( ! SWOT!Analysis! ! (Authors!Own,!2016) ! Table(5.1___________________________________________________________________Page(13( Recommendations!using!the!Three!Horizons!Model! (Authors!Own,!2016)! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !

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1.0!Introduction( !

1.1!Aims!and!Objectives!! This! report! aims! to! critically! analyse! the! Tommy! Hilfiger! brand! by! researching! into! their! current! marketing! communications.! The! report! will! include! inZdepth! analysis! into! their! current! practice! looking!at!strengths,!weaknesses!and!possible!opportunities!for!improvement.!Recommendations!for! future!development!will!be!proposed!based!on!findings.!! !

1.2!Brand!overview!

Tommy! Hilfiger! is! a! premium! lifestyle! brand! recognised! internationally! for! conveying! a! classic! American!style!with!a!preppy!twist!(Tommy.com,!2016).!Founded!in!1985!as!an!urban!menswear!brand,! Tommy!Hilfiger!now!offers!an!assortment!of!collections!and!a!range!of!products!such!as!menswear,! womenswear,! and! childrenswear! and! a! selection! of! licensed! products.! In! 2010,! PVH! Corporation! acquired!the!entire!Hilfiger!business!for!approximately!£2!billion!(Realist,!2015).!It!has!now!developed! a!large!distribution!network!with!more!than!1,400!stores!globally,!including!flagship!stores!in!New! York,!Paris!and!London!(Moran,!2015).! !

1.3!Sales!History!

In!2000,!the!brand!grew!at!an!exponential!rate!exceeding!the!company’s!expectations!and!generating! £1!billion!of!global!sales.!However,!5!years!later!the!annual!revenue!dropped!to!£345!million.!Hilfiger! proposed! the! brand! must! ‘pull! back,! revaluate,! restructure! and! then! grow! again! by! repositioning! ourselves!as!more!of!an!affordable!luxury!lifestyle!brand.”!(Moran,!2015).!! After!being!acquired!by!the!PVH!Corporation!in!2010,!Tommy!Hilfiger!has!grown!and!transformed.!The! PVH!Corporation!is!one!of!the!world’s!largest!apparel!companies!and!generated!$18!billion!of!global! retail!sales!in!2014.!(PVH!Corp,!2015b)!Tommy!Hilfiger’s!business!division!contributes!towards!44%!of! PVH’s!total!revenue,!in!comparison!to!34%!from!Calvin!Klein.!(Sushil,!2015)!Tommy!Hilfiger’s!global! retail!sales!were!£4.3!billion!in!2014,!with!42%!coming!from!Europe,!the!Middle!East!and!Africa!and! another!42%!from!North!America.!(Moran,!2015)!These!global!retail!sales!were!up!from!the!previous! year!by!£200!million.!

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!1.4!Customer!Profile! 1.4.1(Hilfiger(Denim((

According!to!Yahoo!Finance,!“The!Hilfiger%Denim!brand!is!targeted!at!the!25–30!year!old!demographic! with!a!household!income!of!£20,000Z£35,000.!The!product!line!includes!casual!apparel!with!a!focus! on! premium! jeans! for! men! and! women,! footwear,! bags,! accessories,! eyewear,! and! fragrance.! The! average!retail!price!for!the!Hilfiger!Denim!brand!is!£55”.!Taking!this!into!consideration!we!created!a! customer!profile!to!address!the!target!Hilfiger!denim!customer.!(!Solari,!2015)!! ! Erika!is!a!25ZyearZold!girl!living!in!London.!She!shares!her!flat!in! Shoreditch!with!3!other!girls.!She!graduated!in!Graphic!Design! from!Northumbria!University!and!is!currently!in!her!second!year! as!a!fullZtime!digital!designer!at!The!Underworld!studios!in! London.!The!company!she!works!for!designs!webpages!and! controls!social!media!for!companies!such!as!ASOS,!Maybelline,! etc.!She!takes!home!an!annual!income!of!22K. ! She!is!currently!single!and!prefers!casual!dating!to!longZterm! relationships. ! Her!style!is!edgy!and!experimental;!she!is!bold!with!her! purchases!and!shops!across!a!range!of!brands!ranging!from!high! street!to!premium!brands.!Her!wardrobe!encompasses! ! purchases!from!Zara!and!Urban!Outfitters!to!Levi’s!and!Calvin! Klein.!She!owns!staple!pieces!and!creates!outfits!to!stand!out.! Her!favourite!makeup!brands!include!Limecrime!and!Nars. ! Erika!enjoys!socialising!with!friends,!eating!out,!shopping,!and! blogging.!Every!year!she!goes!to!music!festivals!such!as!Parklife! and!Glastonbury.!She!loves!to!travel!making!sure!she!takes!a! trip!outside!UK!every!summer.!Also!a!health!and!fitness!fanatic,! she!goes!to!the!gym!twice!a!week!and!frequently!does!yoga!and! fitness!activity!classes. ! She!is!digitally!connected!through!social!media!where!her! favourite!apps!include!Instagram!and!Snapchat.!She!uses!Spotify! on!her!iPhone!to!listen!to!music!whilst!commuting!in! London.!She!also!enjoys!reading!books!and!magazines!where! her!favourites!include!iD!and!Dazed.! Figure%1.4.1.1%Hilfiger%Denim%Consumer%Profile !

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1.4.2!Tommy!Hilfiger!!

The!target!demographic!for!Tommy!Hilfiger!is!the!25–45!year!old!consumer!with!an!annual!household! income!of!over!£35,000.!Its!product!assortment!includes!sportswear!for!men!and!women,!eyewear,! men’s!tailored!clothing,!athletic!apparel,!handbags,!and!leather!goods.!The!average!unit!retail!price! for!the!Tommy!Hilfiger!brand!is!£80.!! ! !

Helen!is!a!32!year!old!female!married!and!living!in!a!two! bedroom!house!with!her!husband!in!south!of!Kensington.!She! is!the!editor!at!Glamour!magazine. ! Helen!loves!fashion!and!dresses!up!on!a!daily!basis!looing! classy!and!sophisticated!wherever!she!goes.!Shopping!with!her! favourite!brands!for!make!up!being!Clarins,!Clinique!and!Estee! Lauder.!Helen!looks!after!herself!keeping!up!to!date!with!all! ! new!diet!trends!and!gyming!weekly. ! Her!interests!include!attending!high!class!events!such!as! fashion!events,!dinner!parties!and!appreciates!visiting!galleries! and!socialising!with!her!friends!over!dinner!and!drinks.!Helen! is!fashion!conscious!and!constantly!buys!staple!pieces.!She! likes!to!shop!at!Ralph!Lauren!and!drives!a!Mercedez!Benz.! Helen!also!enjoys!reading!Vogue!and!Elle,!making!sure!she! knows!the!latest!fashion!trends.!

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1.5!Marketing!Mix! 1.5.1!Product!! Tommy! Hilfiger! is! internationally! recognised! for! offering! an! assortment! of! products,! they! incorporating! the! American! spirit! across! womenswear,! menswear! and! childrenswear.! Rather! than! providing!the!consumer!with!new!fashion,!Hilfiger!chooses!to!redesign!and!update!existing!products.! Within!the!brand!there!are!3!main!labels:!Tommy!Hilfiger,!Hilfiger!Denim!and!Hilfiger!Collection.! !

1.5.2!Place!! Tommy!Hilfiger!has!developed!a!fast!growing!distribution!network!with!more!than!1,400!retail!stores,! as! shown! in! the! Figure! 1.5.2.1.! The! brand! is! currently! distributing! in! 115! countries! through! retail,! ecommerce!and!wholesale!partners.!In!comparison!to!their!competitors!Tommy!Hilfiger!takes!the!lead! in!store!presence!within!the!UK,!making!the!brand!more!accessible.! !

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1.5.3!Price! %

Brand( Tommy!Hilfiger! Calvin!Klein! Ralph!Lauren!

Lowest(Price( £45.00! £50.00! £70.00!

Highest(Price( £120.00! £99.90! £415.00!

Table%1.5.3.1%Comparison%of%Polo%Shirt%Prices%

Hilfiger!provides!the!lowest!price!in!comparison!to!both!competitors.!However,!Ralph!Lauren!have!the! largest!price!range.!Tommy!Hilfiger!use!a!mixture!of!pricing!strategies!such!as!premium!pricing,!this!is! when!the!company!sets!the!price!high!to!reflect!the!exclusiveness!of!the!product.!As!a!result,!this! makes!Tommy!Hilfiger!a!high!end!brand!rather!than!a!high!street!retailer.!They!also!use!competitive! pricing,!hence!why!their!prices!are!so!similar!to!their!competitors.!! !

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1.6!Competitors!and!Market!Positioning! Tommy! Hilfiger’s! main! competitors! are! Ralph! Lauren! and! Calvin! Klein.! They! often! use! similar! marketing!communications!strategy!with!their!continuous!ninetiesZstyle!dominance,!using!models!of! a!similar!age!and!target!to!attract!consumers.!! ! The! competitor! Calvin! Klein! was! selected! due! to! its! similar! product! offering,! pricing! structure! and! target!consumer.!Both!Tommy!Hilfiger!and!Calvin!Klein!often!use!marketing!communications!strategy! where!they!target!similar!customers!by!using!influential!models!and!celebrities!to!create!a!mass!appeal.! Similarly,!Ralph!Lauren!brand!carries!the!same!American!lifestyle!and!essence!that!Tommy!Hilfiger!is! known!for.!The!most!recent!campaign!for!Ralph!Lauren!denim!features!Hailey!Baldwin!who!is!also!the! ambassador!for!Hilfiger!Denim!within!Tommy!Hilfiger.!!! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! Figure%1.6.1%Perceptual%Map% ! !

2.0(Promotion(Theory( 2.1!AIDA!Model!!

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3.0(Promotional(Mix( 3.1!Sales!Promotion!!

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Tommy! Hilfiger! often! uses! moneyZoff! discount! codes! as! a! form! of! sales! promotion.! They! use! sales! promotion!to!encourage!consumers!to!purchase!clearance!stock!in!order!to!make!room!for!new!stock! on!the!shop!floor!without!missing!valuable!profits.!They!offer!a!percentage!off!the!original!price!to! increase!frequency!and!amount!purchased.!It!will!also!increase!impulse!buys!as!they!have!the!sales! for!a!limited!time!only.!It!is!a!quick!and!guaranteed!way!to!shift!old!stock!and!free!up!space!in!the! warehouse! and! on! the! shop! floor.! With! the! emergence! of! sales! promotion! and! promotion! literate! consumers,!there!is!a!growing!need!to!meet!the!trend!and!increasing!the!brand!spending!within!sales! promotion.!! !

3.2!PR!

3.2.1!Events! Over!the!past!years,!Tommy!Hilfiger!fashion!shows!have! provided!a!showcase!of!the!brand’s!identity!focusing!on! social! and! digital! aspect! whilst! broadening! their! scope! enormously.!For!Fall!2016,!Hilfiger!turned!the!catwalk!into! a!cruise!ship!to!showcase!his!nautical!themed!collection! where!he!described!his!collection!as!“vintage!with!a!sense! of! humor! and! some! sexiness.”! (globaltommy.com,! 2015).!Strong!influential!models!such!as!Gigi!Hadid!and! Hailey! Baldwin! were! modeling! the! collection,! which! created!a!lot!of!buzz.!Tommy!Hilfiger!used!social!media! platforms!such!as!Instagram!and!snapchat!to!display!the! backstage! sneak! peaks,! Gigi! takeover,! filming! the! audience!in!the!celebrity,!etc.! %Figure%3.2.1.1%NYFW%Fall%2016%Invite% ! ! ! ! !

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3.2.2!Press!Release( A!press!release!is!published!to!attract!the!attention!of!magazine!editors!and!reporters!to!entice!them! into!wanting!them!to!see!the!new!collection.!The!purpose!of!the!press!release!is!to!gain!the!attention! of!consumers!however;!it!should!not!tell!the!whole!story.!! ! ! ! ! ! ! ! ! ! ! ! !

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3.2.3!Blogger!Outreach! As! part! of! their! Spring/Summer! 2016! campaign! for! Hilfiger! eyewear! collection,! Tommy! Hilfiger! transported!eight!bloggers!from!different!countries!around!the!world!to!an!idyllic!Caribbean!island.! All!eight!bloggers!have!a!minimum!of!200K!followers!and!a!huge!social!media!presence,!which!shows! that!the!campaign!would!have!a!global!mass!outreach.!The!bloggers!wrote!posts!about!the!campaign! to!promote!Tommy!Hilfiger!eyewear!collection.! ! ! !

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3.2.4!Collaborations!! Tommy%X%Gigi% Gigi! Hadid! will! represent! Tommy! Hilfiger! women’s! line!as!a!global!brand!ambassador!starting!Fall!2016.! In! addition! to! being! a! global! ambassador,! Tommy! Hilfiger!is!launching!a!capsule!collection!with!Hadid,! which! will! feature,! women’s! sportswear,! footwear! and! accessories.! In! an! interview,! Hilfiger! said! that! they! would! celebrate! Hadid’s! “unique! take! on! modern!style,!fused!with!Hilfiger’s!signature!‘classic! American! cool’! heritage.”! By! using! her! style,! sense! Figure%3.2.4.1%TommyxGigi%Sneak%Peak% and!her!social!media!presence!(Nylon,!2015).!Hadid’s! ambassadorship! reflects! the! company’s! strategic! vision! to! build! and! expand! the! womenswear! line! reinforcing!the!brand’s!credentials!as!the!“world’s!leading!accessible!designer!brand!that!offers!stylish! classics!with!a!playful!fashion!edge”.!(globaltommy.com,!2016)! Tommy! Hilfiger! will! be! able! to! reach! out! to! a! wider! audience! with! the! help! of! the! millennial! supermodel’s!social!media!status!and!presence.!It!will!assist!the!brand!to!build!on!its!new!vision!and! strategically!expand!the!brand’s!womenswear!line.! ! !

3.2.5!Social!Media!! Tommy!Hilfiger!uses!various!forms!of!Social!Media!to!promote!their!brand,!but!their!most!frequently! used!are!Facebook,!Instagram,!Twitter!and!Snapchat.!Although!their!main!competitor,!Calvin!Klein!has! a!substantial!lead!over!them!in!terms!of!followers,!the!brand!itself!is!becoming!more!and!more!popular! on!social!media!and!with!the!right!marketing!could!meet!the!standards!of!their!competitors.!At!the! Met! Ball,! one! of! the! year’s! biggest! events! for! fashion,! Tommy! Hilfiger! utilised! the! following! of! the! event!on!snapchat!with!two!of!their!most!famous!models!Gigi!Hadid!and!Hailey!Baldwin.!Snapchat!is! an!easy!and!free!form!of!advertising,!seen!as!the!‘new!TV’!for!the!millennial!generation!and!Tommy! Hilfiger!is!using!it!to!its!full!potential.!The!Tommy!Hilfiger!Instagram!posts!on!average!five!posts!a!week,! which!is!less!than!their!competitors!but!each!post!gets!a!notable!amount!of!views.!The!brand!is!also! promoted!on!the!Instagram!accounts!of!Hailey!Baldwin!(5.3!million!followers)!and!Lucky!Blue!Smith! (2.2!million!followers)!and!those!of!other!bloggers!whom!visited!the!Hilfiger!Island.!All!posts!feature! hashtags! such! as! #HilfigerDenim! and! #TommyHilfiger! that! increases! views! by! attracting! instagrammers,!which!do!not!follow!the!brand.! !

3.3!Personal!Selling! A!personal!approach!to!advertising!is!currently!being!used!by!Tommy!Hilfiger.!Regular!newsletters!are! sent! to! consumers! directly! to! their! email.! On! average! a! new! newsletter! is! sent! every! other! day,! whereas! competitors! such! as! Calvin! Klein! send! their! customer! a! newsletter! every! other! week.! Suggesting!that!Tommy!Hilfiger!are!targeting!an!audience!that!regularly!checks!their!emails.!On!the! Hilfiger!website!consumers!have!the!option!to!receive!these!emails!either!after!purchasing!a!product! or!voluntary!signing!up.!Newsletters!sent!from!Tommy!Hilfiger!contain!a!loyalty!number!that!allows! the! consumer! to! be! recognised! by! the! brand.! The! emails! remain! personal! by! catering! to! the! consumer’s!previous!purchases,!picking!similar!items!that!would!complement!the!garments!bought.! Some!emails!are!personalised,!which!is!done!by!including!using!phases!such!as!‘Our!picks!for!you!’!and! ‘New!in!and!just!for!you.”!Using!the!pronoun!‘You’!helps!to!make!the!newsletter!appear!special!and! individual.!Tommy!Hilfiger!encourages!the!consumer!to!sign!up!to!receive!newsletters,!clicking!onto! the!website!brings!up!a!popZup!screen!asking!to!sign!up.!! !!!!!!!9! !


! Email!newsletters!can!be!advantageous!to!the!brand!by!promoting!sales,!while!making!the!consumers! aware!of!any!offers!(McGarry,!2014.)!However,!studies!are!now!suggesting!that!the!number!of!emails! being! deleted! before! being! opened! is! on! the! rise.! (MarketingZSchools,! 2012)! Consumers! are! now! beginning!to!see!email!newsletters!as!‘blunt!selling!instruments’!(Media%and%Fashion%Report,!2010.)!A! Mintel!report!suggests!that!newsletters!must!‘offer!content!rich!communication!that!offer!something! of!real!benefit!to!potential!buyers.’!(Media!and!Fashion!Report,!2010.)!The!future!of!email!newsletters! could!see!more!lifestyle!content!promoting!the!brand!rather!than!just!the!product,!while!also!including! a!strong!personalisation!to!build!relationships!with!the!consumer.!(Media!and!Fashion!Report,!2010).! !

3.4!Advertising! Tommy!Hilfiger!has!two!video!campaigns!one!unique!to!each!brand.!First!one!being!the!‘Wish!you! were!here!campaign’!which!is!for!the!Tommy!Hilfiger!brand.!This!ad!is!a!lifestyle!campaign,!filmed!in! the!Caribbean!showing!a!luxurious,!aspirational!lifestyle,!creating!a!desire!of!the!American!dream.!This! ad!is!shown!through!many!different!types!of!media.!For!instance,!it!has!been!on!a!bus!in!Oxford!Circus! promoting! the! Tommy! Hilfiger! collection.! Also! in! many! print! publications! like! Glamour,! Germany,! Metro!magazine!in!Philippines!and!Marie!Claire!US!May!edition.!All!globally!to!attract!the!mass!market,! with!popular!models!who!are!a!brand!within!themselves!and!have!a!large!fan!following.!One!limited! piece!which!was!used!numerous!times!was!the!dress!used!in!the!Rihanna!Work!video;!this!item!had! received!a!lot!of!public!attention.!Proving!these!types!of!ads!that!Tommy!Hilfiger!used!worked!really! well!and!created!a!lot!of!desire!for!the!brand.!They!also!used!some!print!advertisements,!for!example! in!Vogue!UK!March!edition.!Vogues!average!age!of!reader!is!35!years!old,!which!comes!under!the! target!market!for!the!Tommy!Hilfiger!brand.!! ! Another!video!campaign!by!Tommy!Hilfiger!is!for!the!Hilfiger!Denim!brand,!called!‘The!Island!State!of! Mind’!campaign!this!one!is!lot!more!young!and!free,!filmed!in!LA!with!models!such!as!Hayley!Baldwin,! who!attracts!the!younger!audience!which!this!brand!is!aimed!at.!This!campaign!used!a!lot!more!social! media! rather! than! print! advertisements.! They! used! a! lot! more! street! style! influences! to! grab! the! younger! generation’s! attention! rather! than! ads! in! magazines.! Endorsing! celebrities! such! as! Sukie! Waterhouse!to!wear!the!brand!at!fashion!key!events!like!Coachella!to!influence!the!younger!audience.! Their!competitors!Calvin!Klein!and!Ralph!Lauren!use!a!lot!more!print!advertisements!especially!in!the! UK.!For!example,!Ralph!Lauren!had!a!double!page!spread!in!Vogue!March!and!April.!Tommy!Hilfiger! should!be!using!a!lot!more!print!advertisements!to!meet!their!target!market!range!of!25Z35!year!olds.!! ! ! ! ! ! ! ! ! ! ! ! ! !

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3.5!Visual!Merchandising! Tommy! Hilfiger! has! a! separate! team! for! its! visual! merchandising,! which! is! responsible! for! all! the! displays!of!the!stores,!runways!and!exhibitions.!They!handle!the!creative!installation!of!the!interiors! and!the!store’s!window!displays.!The!display!of!the!store!depends!on!what!kind!of!a!store!is!it.!Tommy! Hilfiger!divides!its!stores!into!four!categories!regular,!specialty,!anchor!and!flagship.!The!flagship!and! specialty!stores!see!a!very!detailed!and!some!elaborate!displays!and!they!may!also!be!much!different! from!its!regular!stores.!The!VM!team!visits!its!store!every!3!to!4!weeks!and!manages!the!display.!The! flagship!stores!get!their!own!unique!pieces!of!art;!the!New!York!fifth!avenue!store!features!the!50Z foot!art!wall!which!is!a!Tommy!Hilfiger!flag!created!entirely!out!of!vintage!items.!! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! Figure%4.5.1%Tommy%Hilfiger%Birmingham%Store %

! !

Figure%3.5.2%Tommy%Hilfiger%Birmingham%Store %

Figure%3.5.4%Tommy%Hilfiger%L.A%Flagship%Store %

Figure%3.5.3%Tommy%Hilfiger%Birmingham% Store

! ! ! ! ! ! !!!!!!! 11! !


4.0(SWOT(Analysis( After! reviewing! Tommy! Hilfiger’s! current! practice! on! their! marketing! communications! mix! and! comparing! them! to! competitors,! Calvin! Klein! and! Ralph! Lauren,! Tommy! Hilfiger’s! strengths! and! weaknesses! were! identified.! Correspondingly,! possible! external! threats! and! potential! growth! opportunities!were!also!evaluated.!!

Strengths(

Weaknesses(

•! Strong!brand!identity! •! Competitors!are!more!visible!through!print! advertising!and!publications! •! Use! a! variety! of! social! media! platforms! (Snapchat,!Facebook,!Twitter,!Instagram)! •! Tommy! Hilfiger! are! absent! in! outdoor! advertising! •! Influential! celebrities! are! used! through! their!campaigns.! •! Competitors! are! posting! more! frequently! on!social!media.! •! Presence! on! the! high! street! is! growing! (Urban!outfitters!launch)! •! Working!with!online!influencers!

Opportunities(

Threats(

•! Chance! to! engage! on! social! media! with! •! Competitors! are! posting! more! frequently! customers!! (engaging!with!consumers)! •! To! create! an! app! allowing! the! consumers! •! Competitors!are!using!similar!celebrities!to! to!purchase!! promote!their!products! •! Expansion!into!more!high!street!stores! •! Calvin! Klein! is! more! accessible! to! the! consumer!through!high!street!stores! •! To!target!a!younger!demographic! •! Expansion!on!Hilfiger!Club!awareness! !

Table%4.1%SWOT%Analysis%

Tommy!Hilfiger’s!strength!would!be!their!strong!brand!identity!he!has!said!he!wants!to!be!recognised! for! his! colours! and! move! away! from! the! logo! centric! image! of! the! brand.! Making! the! collection! available!in!Urban!Outfitters!alongside!his!competitors!Calvin!Klein!allows!Tommy!Hilfiger!to!be!more! accessible!to!the!consumers.! ! Tommy!Hilfiger’s!biggest!weakness!was!identified!as!their!lack!of!presence!on!print!media!along!with! their!consistency!on!social!media.!Although!their!competitors!such!as!Calvin!Klein!and!Ralph!Lauren! invest!more!in!print!adverts!and!publications,!Tommy!Hilfiger!wants!to!be!more!responsive!to!this! generation!by!being!more!active!on!social!media.!Tommy!Hilfiger!needs!to!use!this!opportunity!to!be! posting! more! frequently! on! these! platforms.! Posting! on! social! medias! would! be! more! worthwhile! because!it!is!free!compared!to!an!advertisement!in!vogue!which!costs!£54,150!for!a!double!spread,! (Condenast.co.uk,! 2016).! Especially! when! the! average! age! of! the! reader! is! 35! years! old,! (Condenast.co.uk,!2016).!Ralph!Lauren!pose!a!major!threat!as!they!post!up!to!14!times!a!week!on! Instagram!grabbing!more!consumer’s!attention,!(Tripnity,!2015).!! ! !

(

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5.0(Recommendations(

Figure%5.1%Three%Horizons%Model!

The! three! horizons! model! assess! potential! opportunities! for! growth! within! a! company.! It! helps! to! understand! the! growth! while! managing! the! current! performance! and! maximising! future! developments!for!growth.!(Slidemodel,!2016)!For!the!recommendations,!the!three!horizon!model!has! been!adapted!to!show!when!over!the!next!few!years!each!marketing!strategy!would!be!implemented! and!how!long!each!will!be!profitable!for!the!brand.!!

Recommendations(using(the(Three(Horizons(Model( Visual(Merchandising:! Tommy!Hilfiger!is!all!about!selling!the!American!dream,!his!stores!and!concession!stands!should!show!this! through!visual!merchandising.!There!are!competitions!to!win!this!experience!but!customers!should!be!able!to! get! a! feel! of! what! the! brand! is! when! shopping! for! it,! like! the! interactive! website.!Tommy! Hilfiger’s! Visual! Merchandising!varies!across!its!hierarchical!stores.!The!regular!stores!to!do!not!receive!the!same!kind!of!detail! and!attention!to!displays!as!its!flagship!and!specialty!stores. Tommy!Hilfiger!should!create!uniformity!across! their!various!stores!giving!the!regular!stores!more!attention.!This!is!a!horizon!1!recommendation!as!it!can!be! quickly!implemented!and!then!be!carried!out!for!each!change!in!store!layout!for!further!campaigns.!

Digital(Marketing:( A!horizon!3!recommendation!for!the!brand!is!to!reinvent!and!refresh!their!blog.!It!is!currently!only!available! in! the! US! but! could! be! shared! worldwide! through! the! Tommy! Hilfiger! website! and! reach! a! much! larger! demographic.!The!main!theme!of!the!blog!would!be!lifestyle/fashion!and!it!can!be!used!to!update!customers! on!the!latest!news!from!the!brand,!show!them!how!to!wear!the!recent!collections!and!promote!the!brands! values! and! products.!They! could! also! develop!more! interactive! websites! similar! to! Hilfiger! Island! to! create! engagement!and!brand!awareness!amongst!the!younger!target!demographic.!Use!of!social!media!and!digital! presence!to!grab!attention!as!well!as!promote!campaigns!and!product!launch.!! Similarly,!it!is!proposed!that!Tommy!Hilfiger!develop!an!app!that!allows!the!digital!customers!to!gain!access!to! their!entire!catalogue!and!make!purchases!via!the!app.!The!app!could!boost!the!marketability!of!the!brand! and! help! the! consumers! by! being! an! efficient! personal! shopping! assistant.! When! executed! well,!highly! engaging!experiences!such!as!this!can!help!to!get!people!talking!about!a!brand!and!potentially!build!up!brand! loyalty.!

Expand(Ranges(on(to(the(High(Street:( Another! recommendation! is! to! expand! their! ranges! into! concessions! within! high! street! stores.! The! recent! release!of!Tommy!Jeans!into!Urban!Outfitters!Stores!has!been!a!big!success!for!the!brand!and!has!fuelled!a! desire! for! vintage! Tommy! Hilfiger! pieces.! By! launching! the! other! collections! as! concessions! in! UK! stores! it! would!create!more!awareness!of!the!brand!and!expand!the!customer!base.!By!placing!themselves!alongside! Calvin! Klein! they! can! be! more! competitive! and! reach! their! target! consumer.!This! again! is! a! horizon! 3! recommendation!as!it!can!be!slowly!introduced!over!a!long!period!of!time!as!it!is!not!as!urgent!as!the!other! ideas!for!market!expansion!due!to!the!brand!already!being!prevalent!in!Urban!Outfitters.! Table%5.1%Recommendations%using%the%Three%Horizons%Model%

!

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6.0(Conclusion( In!conclusion,!findings!from!research!into!Tommy!Hilfiger’s!marketing!communications!shows!that!the! Hilfiger! brand! is! positively! expanding! to! target! a! wider! demographic.! There! is! also! a! shift! in! their! market!positioning!whereby!competitors!such!as!Calvin!Klein!possess!a!substantial!threat.!However,! the! recommendations! proposed! aims! to! provide! opportunities! for! growth! on! the! high! street! and! across!social!media.! ! Adapting! the! three! recommendations! will! improve! the! consumer’s! experience,! driving! more! purchases!and!allowing!them!to!spread!their!experience!through!word!of!mouth.!It!will!also!widen!the! demographic!to!a!younger!audience,!by!being!readily!available!through!high!street!stores!and!the!app.! This! will! set! them! apart! from! both! Ralph! Lauren! and! Calvin! Klein! putting! them! at! an! advantage.! Improving! the! frequency! of! their! social! media! will! allow! them! to! engage! with! consumers! across! multiple!platforms!while!increasing!the!brand!awareness.!! ! ! ! ! ! ! ! ! ! ! ! ! ! !

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7.0(References( Anon!(2010)!‘Keep%the%heritage%of%the%brand%intact’:%Tommy%Hilfiger%on%weathering%the%ups%and%downs%of%retail%fashion.! Available!at:!http://knowledge.wharton.upenn.edu/article/keepZtheZheritageZofZtheZbrandZintactZtommyZhilfigerZonZ weatheringZtheZupsZandZdownsZofZretailZfashion/!(Accessed:!2!May!2016).! Bernstein,!J.!(2015)!Gigi%Hadid%and%Tommy%Hilfiger%join%forces%on%a%collection.!Available!at:! http://www.nytimes.com/2015/12/17/fashion/gigiZhadidZandZtommyZhilfigerZjoinZforcesZonZaZcollection.html?_r=0! (Accessed:!2!May!2016).! Condé!Nast!(2016)!Vogue%–%media%kit%print%|%Condé%Nast.!Available!at:!http://www.condenast.com/brands/vogue/mediaZ kit/print/pdf!(Accessed:!21!May!2016).! Di!Nardo,!A.,!(2016)!Tommy%Hilfiger,%New%York.!Available!at:!http://vmsd.com/content/tommyZhilfigerZnewZyork!(Accessed:! 21!May!2016).! Gore,!S.!(2015)!Gigi%Hadid%is%the%new%Tommy%Girl.!Available!at:!http://www.nylon.com/articles/gigiZhadidZtommyZhilfiger! (Accessed:!2!May!2016).! MarketingZSchools!(2012)!Newsletter%Marketing:%Explore%the%Strategy%of%Newsletter%Marketing.!Available!at:! http://www.marketingZschools.org/typesZofZmarketing/newsletterZmarketing.html!(Accessed:!1!May!2016).! McGarry,!A.!(2014)!How%fashion%ecommerce%brands%use%email%marketing.!Available!at:! https://econsultancy.com/blog/65115ZhowZfashionZecommerceZbrandsZuseZemailZmarketing/!(Accessed:!1!May!2016).! Media!and!Fashion!Report!(2010)!Available!at:!http://academic.mintel.com/display/506821/?highlight#hit1!(Accessed:!1! May!2016).! Moran,!G.!(2015)!The%drapers%interview:%Tommy%Hilfiger.!Available!at:!http://www.drapersonline.com/people/theZdrapersZ interview/theZdrapersZinterviewZtommyZhilfigerZonZtheZsecretsZofZ30ZyearsZofZsuccess/5078031.fullarticle!(Accessed:!2! May!2016).! PVH!Corp!(2015a)!Tommy%Hilfiger.!Available!at:!http://pvh.com/brands/tommyZhilfiger!(Accessed:!2!May!2016).! PVH!Corp!(2015b)!We%are%PVH.%One%of%the%largest%global%apparel%companies%with%over%$8%billion%in%revenues.!Available!at:! http://www.pvh.com/!(Accessed:!2!May!2016).! Realist,!M.!(2015a)!Tommy%Hilfiger—the%proven%lifestyle%brand.!Available!at:!http://finance.yahoo.com/news/tommyZ hilfigerZprovenZlifestyleZbrandZ150548738.html!(Accessed:!2!May!2016).! Realist,!M.!(2015b)!Tommy%Hilfiger—the%proven%lifestyle%brand.!Available!at:!http://finance.yahoo.com/news/tommyZ hilfigerZprovenZlifestyleZbrandZ150548738.html!(Accessed:!21!May!2016).! retaildesignblog!(2011)!Tommy%Hilfiger.!Available!at:!http://retaildesignblog.net/tag/tommyZhilfiger/!(Accessed:!21!May! 2016).! Slidemodel!(2016)!Three%horizons%model%curve%for%PowerPoint.!Available!at:!https://slidemodel.com/templates/threeZ horizonsZmodelZcurveZpowerpoint/!(Accessed:!31!May!2016).! Small,!A.!(2015)!Tommy%Hilfiger%introduces%in%store%virtual%reality%experience.!Available!at:! http://www.businesswire.com/news/home/20151020005626/en/TommyZHilfigerZIntroducesZStoreZVirtualZRealityZ Experience!(Accessed:!2!May!2016).! Solari,!S.!(2015)!Tommy%Hilfiger—the%proven%lifestyle%brand.!Available!at:!http://finance.yahoo.com/news/tommyZhilfigerZ provenZlifestyleZbrandZ150548738.html!(Accessed:!2!May!2016).! Sushil,!S.!(2015a)!Become%a%market%realist%member%today%to%enjoy%full%access.!Available!at:! http://marketrealist.com/2015/02/calvinZkleinsZfinancialZperformanceZgrowthZopportunities/!(Accessed:!2!May!2016).! Sushil,!S.!(2015b)!Become%a%market%realist%member%today%to%enjoy%full%access!Available!at:! http://marketrealist.com/2015/02/tommyZhilfigerZprovenZlifestyleZbrand/!(Accessed:!3!May!2016).! Tripnity!(2015a)!Calvin%Klein%is%ranked%202%in%the%#indexiconosquare.!Available!at:! http://index.iconosquare.com/brand/calvinklein!(Accessed:!21!May!2016).! Tripnity!(2015b)!Ralph%Lauren%is%ranked%282%in%the%#indexiconosquare.!Available!at:! http://index.iconosquare.com/brand/ralphlauren!(Accessed:!21!May!2016).! Tripnity!(2015c)!Tommy%Hilfiger%is%ranked%431%in%the%#indexiconosquare.!Available!at:! http://index.iconosquare.com/brand/tommyhilfiger!(Accessed:!21!May!2016).!

!

( !!!!!!! 15! !


8.0(Bibliography( Anon!(2010)!‘Keep%the%heritage%of%the%brand%intact’:%Tommy%Hilfiger%on%weathering%the%ups%and% downs%of%retail%fashion.!Available!at:!http://knowledge.wharton.upenn.edu/article/keepZtheZ heritageZofZtheZbrandZintactZtommyZhilfigerZonZweatheringZtheZupsZandZdownsZofZretailZfashion/! (Accessed:!2!May!2016).! Bernstein,!J.!(2015)!Gigi%Hadid%and%Tommy%Hilfiger%join%forces%on%a%collection.!Available!at:! http://www.nytimes.com/2015/12/17/fashion/gigiZhadidZandZtommyZhilfigerZjoinZforcesZonZaZ collection.html?_r=0!(Accessed:!2!May!2016).! Blythe,!J.!(2005)!Essentials%of%marketing%communications.!3rd!edn.!New!York:!Financial!Times! Prentice!Hall.! Condé!Nast!(2016)!Vogue%–%media%kit%print%|%Condé%Nast.!Available!at:! http://www.condenast.com/brands/vogue/mediaZkit/print/pdf!(Accessed:!21!May!2016).! Di!Nardo,!A.,!async!_load,!s,!var!{,!script!‘!’,!’,!javascript,!’https,!’?’https,!==,!’,!cdn,!c,!var,!onload!‘!’,!{,! else!}!and!load!‘!’!(2016)!Tommy%Hilfiger,%New%York.!Available!at:!http://vmsd.com/content/tommyZ hilfigerZnewZyork!(Accessed:!21!May!2016).! Frings,!G.S.!(2013)!Fashion:%From%concept%to%consumer.!United!Kingdom:!Pearson!Education.! Gore,!S.!(2015)!Gigi%Hadid%is%the%new%Tommy%Girl.!Available!at:!http://www.nylon.com/articles/gigiZ hadidZtommyZhilfiger!(Accessed:!2!May!2016).! Hilfiger,!T.!(2016)!TH%f%TOMMY%HILFIGER%CELEBRATES%OPENING%OF%EXHIBITIONISM%–%THE%ROLLING% STONES’%FIRST%INTERNATIONAL%EXHIBITION%IN%LONDON.!Available!at:! http://global.tommy.com/int/en/newsroom/latestZnews/thZcelebratesZopeningZofZexhibitionismZZ theZrollingZstonesZfirstZinternationalZexhibitionZinZlondon/c60498!(Accessed:!2!May!2016).! Investor!Relations!(2016)!Financial%highlights%f%financial%overview%f%Ralph%Lauren%Investor%relations.! Available!at:!http://investor.ralphlauren.com/phoenix.zhtml?c=65933&p=irolZfundcashflowa! (Accessed:!31!May!2016).! Jackson,!T.!and!Shaw,!D.!(2000)!Mastering%fashion%buying%and%merchandising%management%f%Tim% Jackson%f%paperback.!3rd!edn.!Basingstoke,!Hampshire:!Palgrave!Macmillan.! MarketingZSchools!(2012)!Newsletter%Marketing:%Explore%the%Strategy%of%Newsletter%Marketing.! Available!at:!http://www.marketingZschools.org/typesZofZmarketing/newsletterZmarketing.html! (Accessed:!1!May!2016).! McGarry,!A.!(2014)!How%fashion%ecommerce%brands%use%email%marketing.!Available!at:! https://econsultancy.com/blog/65115ZhowZfashionZecommerceZbrandsZuseZemailZmarketing/! (Accessed:!1!May!2016).! Media%and%Fashion%Report!(2010)!Available!at:! http://academic.mintel.com/display/506821/?highlight#hit1!(Accessed:!1!May!2016).! Mintel!(2015)!‘Login!to!Mintel!reports!Z!Mintel!group!Ltd’,!The%Connected%Consumer,!.! Moran,!G.!(2015)!The%drapers%interview:%Tommy%Hilfiger.!Available!at:! http://www.drapersonline.com/people/theZdrapersZinterview/theZdrapersZinterviewZtommyZ hilfigerZonZtheZsecretsZofZ30ZyearsZofZsuccess/5078031.fullarticle!(Accessed:!2!May!2016).! PVH!Corp!(2015a)!Tommy%Hilfiger.!Available!at:!http://pvh.com/brands/tommyZhilfiger!(Accessed:!2! May!2016).! PVH!Corp!(2015b)!We%are%PVH.%One%of%the%largest%global%apparel%companies%with%over%$8%billion%in% revenues.!Available!at:!http://www.pvh.com/!(Accessed:!2!May!2016).!

!!!!!!! 16! !


Realist,!M.!(2015a)!Tommy%Hilfiger—the%proven%lifestyle%brand.!Available!at:! http://finance.yahoo.com/news/tommyZhilfigerZprovenZlifestyleZbrandZ150548738.html!(Accessed:! 2!May!2016).! Realist,!M.!(2015b)!Tommy%Hilfiger—the%proven%lifestyle%brand.!Available!at:! http://finance.yahoo.com/news/tommyZhilfigerZprovenZlifestyleZbrandZ150548738.html!(Accessed:! 21!May!2016).! retaildesignblog!(2011)!Tommy%Hilfiger.!Available!at:!http://retaildesignblog.net/tag/tommyZhilfiger/! (Accessed:!21!May!2016).! Slidemodel!(2016)!Three%horizons%model%curve%for%PowerPoint.!Available!at:! https://slidemodel.com/templates/threeZhorizonsZmodelZcurveZpowerpoint/!(Accessed:!31!May! 2016).! Small,!A.!(2015)!Tommy%Hilfiger%introduces%in%store%virtual%reality%experience.!Available!at:! http://www.businesswire.com/news/home/20151020005626/en/TommyZHilfigerZIntroducesZStoreZ VirtualZRealityZExperience!(Accessed:!2!May!2016).! Solari,!S.!(2015)!Tommy%Hilfiger—the%proven%lifestyle%brand.!Available!at:! http://finance.yahoo.com/news/tommyZhilfigerZprovenZlifestyleZbrandZ150548738.html!(Accessed:! 2!May!2016).! Sushil,!S.!(2015a)!Become%a%market%realist%member%today%to%enjoy%full%access.!Available!at:! http://marketrealist.com/2015/02/calvinZkleinsZfinancialZperformanceZgrowthZopportunities/! (Accessed:!2!May!2016).! Sushil,!S.!(2015b)!Become%a%market%realist%member%today%to%enjoy%full%access!Available!at:! http://marketrealist.com/2015/02/tommyZhilfigerZprovenZlifestyleZbrand/!(Accessed:!3!May!2016).! Tripnity!(2015a)!Calvin%Klein%is%ranked%202%in%the%#indexiconosquare.!Available!at:! http://index.iconosquare.com/brand/calvinklein!(Accessed:!21!May!2016).! Tripnity!(2015b)!Ralph%Lauren%is%ranked%282%in%the%#indexiconosquare.!Available!at:! http://index.iconosquare.com/brand/ralphlauren!(Accessed:!21!May!2016).! Tripnity!(2015c)!Tommy%Hilfiger%is%ranked%431%in%the%#indexiconosquare.!Available!at:! http://index.iconosquare.com/brand/tommyhilfiger!(Accessed:!21!May!2016).! (No!Date)!Available!at:!classes.bus.oregonstate.edu/fallZ05/ba590/Tommy%20Hilfiger%20Final.doc! (Accessed:!21!May!2016).! !

(

!!!!!!! 17! !


9.0(Appendices( Content!of!Appendices! Appendix!A:!Decision!and!Action!Statements________________________________________Page!19!!

!!!!!!! 18! !


FASH20042

Fashion Marketing & Communication

Decision & Action Statement 1

Date: 18/02/16

Place: Bonnington 219E

Time: 2-3:30pm

PURPOSE Decide the brand/retailer ATTENDEES: Babita Pun, Nataleigh Kaur, Sian Rimes, Ambika Chitranshi, Ysabella Neubaur CHAIRMAN & SCRIBE: Nataleigh Kaur and Babita Pun Item

Decision or Action agreed

Who by When

1. 2. 3. 4.

Decided on premium over mass-market/ high street retailer Created a WhatsApp group Decided to meet once a week every week Decided to focus on the whole Tommy Hilfiger clothing as opposed to sub brands within TH. Meet on Thursday 1-2pm to revise PowerPoint prior to 5 min Presentation.

All All All All

18/02/16 18/02/16 Ongoing 18/02/16

All

25/02/16

5.

19


FASH20042

Fashion Marketing & Communication

Decision & Action Statement 2

Date: 25th Feb 2016

Place: Bonnington 205 (Computer room)

Time: 1-2pm

PURPOSE: Conducting an informal presentation (Gathering research + rationale) ATTENDEES: Babita Pun, Nataleigh Kaur, Sian Rimes, Ambika Chitranshi, Ysabella Neubaur CHAIRMAN & SCRIBE: Sian Rimes and Babita Pun Item

Decision or Action agreed

Who by When

1. 2. 3.

Created a PowerPoint presentation Researched the company/brand background Typed the rationale for the presentation and delegated the script amongst team members.

All All

25/02/16 Ongoing

All

25/02/16

20


FASH20042

Fashion Marketing & Communication

Decision & Action Statement 3

Date:10/03/2016

Place: Boots Library

Time:3pm

PURPOSE: To discuss the introduction and layout of the report ATTENDEES: Nataliegh Kaur, Babita Pun, Ysabella Neubauer, Sian Rimes, Ambika Chitranshi CHAIRMAN & SCRIBE: Nataliegh Kaur Item

Decision or Action agreed

Who by When

1. 2. 3.

Split the research between five team members Agreed on another meeting time 100 words on findings each

All All All

14/03/16 14/03/16 14/03/16

21


FASH20042

Fashion Marketing & Communication

Decision & Action Statement 4

Date: 14th April 2016

Place: Bonington I.T Room

Time: 1:00pm

PURPOSE: To discuss upcoming presentation ATTENDEES: Sian Rimes, Babita Pun, Ysabella Neur, Nataleigh Kaur and Ambika Chitranshi CHAIRMAN & SCRIBE: Babita Pun and Sian Rimes Item

Decision or Action agreed

Who by When

1.

Chose which members of the team were presenting (Ysabella And Ambika. Discussed which campaigns we thought were relevant Researched into all of the recent campaigns Delegated different social media areas to each team member Next meeting on 19th April at 10:00am

All All All All All

2. 3. 4. 5.

14/04/16 14/04/16 14/04/16 14/04/16 19/04/16

22


FASH20042

Fashion Marketing & Communication

Decision & Action Statement 5

Date: 19/04/16

Place: Bonnington 205

Time: 10:00am

PURPOSE Draft presentation for formative assessment ATTENDEES: Nataleigh Kaur, Babita Pun, Sian Rimes, Ysabella Neubaur CHAIRMAN & SCRIBE: Babita Pun Item 1. 2. 3.

Decision or Action agreed Finalised the content to be included in the presentation (Campaigns and order of the presentation) Apologies from Ysabella as she wouldn’t be able to present due to placement interview. Chose Nataleigh to present instead of Ysabella.

Who by When All

20/04/16

All All

19/04/16 20/04/16

23


FASH20042

Fashion Marketing & Communication

Decision & Action Statement 6

Date: 20 April 2016

Place: Bonnington 205 (Computer room)

Time: 12-2pm

PURPOSE To finalise the presentation ATTENDEES: Babita Pun, Sian Rimes, Nataleigh Kaur [+ apologies] Ysabella Neubaur CHAIRMAN & SCRIBE Babita Pun Item

Decision or Action agreed

Who by When

1.

Decided that Babita would present as a substitute for Ambika due to her absence in the presentation Finalised what we would need to include in the presentation. Printed out handout and prepared script for the presentation.

All All All

2. 3.

28/04/16 28/04/16 28/04/16

24


FASH20042

Fashion Marketing & Communication

Decision & Action Statement 7

Date: 26 Apr 2016

Place: Chaucer

Time: 10am-10.30am

PURPOS: To delegate the second chapter ATTENDEES: Nataliegh Kaur, Babita Pun, Sian Rimes, Ysabella Neubaur, Ambika Chitranshi CHAIRMAN & SCRIBE Ysabella Neubaur and Nataleigh Kaur Item

Decision or Action agreed

Who by When

1. 2.

Divided chapter two between the team members Next meeting point Thursday 28th April

All All

28/04/16 28/04/16

25


FASH20042

Fashion Marketing & Communication

Decision & Action Statement 8

Date:28/04/2016

Place: Bonnington IT Room

Time:1:00pm

PURPOSE Write up Introduction and create front page ATTENDEES: Nataliegh Kaur, Ysabella Neubauer, Sian Rimes, Babita Pun, Ambika Chitrnshi CHAIRMAN & SCRIBE Babita Pun and Sian Rimes Item

Decision or Action agreed

Who by When

1. 2.

Used Photoshop to create a cover image for the report. Used information from team member’s notes to write Introduction and brand overview Next meeting point Monday 2nd May

All

28/04/16

All All

28/04/16 2/05/16

3.

26


FASH20042

Fashion Marketing & Communication

Decision & Action Statement 9

Date:02/05/2016

Place: Bonnington IT Room

Time:12:00pm

PURPOSE Finalise Chapter 2 and discuss formative assessment ATTENDEES: Babita Pun, Ysabella Neubaur, Sian Rimes, Ambika Chitranshi [+ apologies] Nataleigh Kaur CHAIRMAN & SCRIBE Sian Rimes Item

Decision or Action agreed

Who by When

1. 2.

Finalised chapter 1 and 2. Split up theories to research and swot analysis amongst team members. Discussed ideas for the digital campaign Next meeting decided: Thursday 5th May

All

02/05/16

All All All

02/05/16 02/05/16 05/05/16

3. 4.

27


FASH20042

Fashion Marketing & Communication

Decision & Action Statement 10

Date:05/05/2016

Place: Bonnington

Time: 1pm

PURPOSE

1-1 Tutorial with Liz

ATTENDEES: Ysabella Neubaur, Sian Rimes, Ambika Chitranshi, Nataleigh Kaur [+ apologies] Babita Pun CHAIRMAN & SCRIBE Nataleigh Kaur, Babita Pun Item

Decision or Action agreed

Who by When

1.

Discussed the AIDA Model and how it could be incorporated into the report. Discussed ideas for the Digital marketing assessment.

All All

2.

05/05/16 05/05/16

28


FASH20042

Fashion Marketing & Communication

Decision & Action Statement 11

Date: 10/05/2016

Place: Bonnington IT Room 205

Time: 2pm-3pm

PURPOSE Digital marketing campaign ideas ATTENDEES: Babita Pun, Nataleigh Kaur, Ysabella Neubaur, Sian Rimes, Ambika Chitranshi CHAIRMAN & SCRIBE: Sian Rimes and Babita Pun Item

Decision or Action agreed

Who by When

1. 2. 3. 4.

Shared ideas on the digital marketing campaign assessment Finalised on the idea of having an interactive website Started creating mood boards on Photoshop Agreed to meet tomorrow to start PowerPoint for presentation

All All All All

10/05/16 10/05/16 10/05/16 11/05/16

29


FASH20042

Fashion Marketing & Communication

Decision & Action Statement 12

Date: 11/05/2016

Place: Bonnington IT Room 205

Time: 2pm-3pm

PURPOSE Print and prepare pitch for Digital marketing campaign ATTENDEES: Babita Pun, Nataleigh Kaur, Ysabella Neubaur, Sian Rimes, Ambika Chitranshi CHAIRMAN & SCRIBE: Sian Rimes and Babita Pun Item

Decision or Action agreed

Who by When

1. 2.

Added finishing touches to mood boards and PowerPoint Printed out the presentation and decided amongst team how the pitch would be split up (allocated a lead speaker)

All

11/05/16

All

11/05/16

30


FASH20042

Fashion Marketing & Communication

Decision & Action Statement 13

Date: 17/05/2016

Place: Boots Library

Time: 10am-11am

PURPOSE Discuss status of report and allocate work ATTENDEES: Babita Pun, Sian Rimes, Nataleigh Kaur, Ysabella Neubaur, Ambika Chitranshi Apologies: CHAIRMAN & SCRIBE: Babita Pun Item

Decision or Action agreed

Who by When

1. 2. 3. 4.

Split up SWOT& consumer profile amongst the team members Read through what has been written so far. Started talking about theories and how to incorporate them Agreed to meet on Saturday for 4 hours to type up everything done so far as well as finish off most of the report.

All All All

21/05/16 17/05/16 17/05/16

All

21/05/16

31


FASH20042

Fashion Marketing & Communication

Decision & Action Statement 14

Date: 21/05/2016

Place: Boots Library -study room B

Time: 9am-1pm

PURPOSE Finalise the report and ATTENDEES: Babita Pun, Sian Rimes, Nataleigh Kaur, Ysabella Neubaur, Ambika Chitranshi, CHAIRMAN & SCRIBE: Babita Pun Item

Decision or Action agreed

Who by When

1. 2. 3. 4.

Collated work done by the team members. Read through what has been written so far. Spotted what was missing and further research was required Agreed to meet on Thursday for 4 hours to finalise the report and format the document

All All All

21/05/16 21/05/16 21/05/16

All

27/05/16

32


FASH20042

Fashion Marketing & Communication

Decision & Action Statement 15

Date: 30/05/2016

Place: Boots Library –study table F

Time: 1:30pm-5:30pm

PURPOSE Finish and end the report. ATTENDEES: Babita Pun, Nataleigh Kaur, Ysabella Neubaur, Ambika Chitranshi, Sian Rimes CHAIRMAN & SCRIBE: Babita Pun Item

Decision or Action agreed

Who by When

1. 2. 3. 4.

Finalising recommendations Writing conclusion and abstract Formatted the document Printed and bound the report ready for submission

All All All All

30/05/16 30/05/16 30/05/16 30/05/16

33


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