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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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 %
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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
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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).!
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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