Fig 1.
BRAND BOOK 2017
CONTENTS PAGE BRAND STORY 3 BRAND HISTORY 4-5 OUR VISIONS 6 MISSION STATEMENT 8 BRAND VALUES 9 BRAND POSITIONING 10-11 BRAND GUIDELINES -LOGO- SHAPE, FONT, COLOUR 12-14 -LOGO VARIATIONS 15 -IMAGE GUIDELINES 16 -TONE OF VOICE 17 -TAGLINE 18-19 STORE REQUIREMENTS 20 PRODUCTS 21-22 CONSUMER PROFILE 23-24 SUSTAINABILITY 26 COMMUNICATION GUIDELINES/STRATEGIES 27-28 BIBLIOGRAPHY 29 REFERENCES 30
By Ellie Nicholls N0668833
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BRAND S TO RY
Founded in 1985, Tommy Hilfiger delivers premium styling, quality and value to consumers worldwide. Tommy Hilfiger has been described as one of the world’s leading designer lifestyle brands and is internationally recognised for celebrating the essence of classic American style, preppy yet individual designs. Our brand operates under the Tommy Hilfiger and Hilfiger Denim brands, with a variety of collections including Hilfiger Collection, Tommy Hilfiger Tailored. Our designs include: men’s, women’s and kids’ sportswear, denim, accessories, and footwear. In addition to this, we have a licensed range of products, including fragrances, eyewear, watches and home furnishings.
Fig 2.
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32 years. By 1990, Tommy Hilfiger clothing sales has reached $25 million (£15m).
In 1985, Tommy Hilfiger, American fashion designer, founded the lifestyle brand, Tommy Hilfiger Corporation. He intially designed preppy American style sportswear for his own menswear line in the 1980s. The company later expanded into women’s clothing and luxury items such as perfume and shoes.
1990
1985 Fig 3.
1986 In 1986, the arrival of the Tommy Hilfiger brand was heralded by a giant billboard, known today as ‘The Hangman Ad’, in the heart of Manhattan. This was the first ad campaign for Tommy, which cost him $3 million. It prompted a flurry of interest as the ad compared the thenunknown Hilfiger with three of huge American household names - Ralph Lauren, Calvin Klein and Perry Ellis.
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Hilfiger fashion became a coveted status symbol, in particular when rapper Snoop Dogg wore a signature Hilfiger red, white, and navy rugby shirt for an appearance on of Saturday Night Live in 1994.
Fig 4.
The brands populairty only increased as more cleberites sported his apparel amongrappers and hip hop artists, including Coolio and Puff Daddy in his runway shows and enlisting singer Aaliyah in a print campaign. The company later sponsored Britney Spears’ 1999 ...Baby One More Time Tour and Lenny Kravitz’s 1999 Freedom tour.
90’s
2010
In the Spring of 2010, Phillips-Van Heusen (PVH Corp.) bought the Tommy Hilfiger Corporation for $3 billion,
Fig 5.
2004 Hilfiger endorses in the True Star fragrance, which was released in 2004 with Beyoncé Knowles as poster girl. By 2004, the Tommy Hilfiger Corporation made revenues of $1.8 approximately billion.
2017 Tommy Hilfiger collaborates with ‘it-girl’ and model Gigi Hadid, releasing the TOMMY X GiGi HADID collection. 5
OUR VISIONS THE WAY WE CREATE OUR PRODUCTS: CLASSIC, COOL & COMMITED We aim to evaluate all areas of our supply chain – from cotton fields to manufacturing facilities - to identify areas where we can reduce the environmental and social impacts of our production processes.
THE WAY WE OPERATE: LEAN & CLEAN We are guided by a vision to drive innovation through our sustainability practices, in order to increase operational efficiency while reducing our environmental impact.
THE WAY WE CONNECT: POSITIVE & INCLUSIVE Embrace our inclusive and entrepreneurial brand spirit in all areas of our global business, while supporting the growth of healthy communities, empowering people, embracing diversity and adhering to human rights standards.
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Fig 6.
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MISSION S TAT E M E N T Fig 7.
‘Our mission is to be one of the leading sustainable designer lifestyle brands through how we create our product, manage our operations and connect with our community and our stakeholders.’’ Daniel Grieder CEO of Tommy Hilfiger Tommy Hilfiger Website
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VA L U E S We strive to provide our customers with the newest trends with a classic Tommy twist. Creating quality products which reflects our beginnings, yet always staying on trend which reflects our core values: patriotism, excellence, clean, cool and classic. Fig 8.
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BRAND POSITIONING At Tommy Hilfiger, we operate within a unique position as a premium designer by primarily offering customers with high quality apparel and accessories. We could also be considered a lifestyle brand too. Tommy Hilfiger would appeal to consumers seeking a new interpretation on classic American style mixed with new trends. Our competitors range from various sports brands such as Nike, which can be identified as a lifestyle brand yet still has a strong American history embedded into its brand DNA. Fig 9.
Other upper-market fashion brands such as Ralph Lauren could be considered a close competitors of ours; offering high quality products, at various price points - thus being accessible for a range of consumers. .
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TOMMY VS C A LV I N K L E I N Our market profile has been described similar to that of Calvin Klein: predominantly middle-class, middle-aged, mid-American white males. However, the main differences in our brands are the way each market their products. At Tommy Hilfiger we strive for a wholesome, clean look. Whereas , Calvin Klein tend to use a ‘sex sells’ strategy.
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“My image is all about good, clean fun. I think Calvin’s image is about maybe something different.” Founder Tommy Hilfiger, Throwing Down the Trousers,1994
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Fig 10.
BRAND GUIDELINES 12
LOGO
SHAPE
Our logo consists of two elements: the font reading in capitals ‘Tommy Hilfiger’ and the rectangular flag-like emblem is known for its preppy “American” look and evident references to the “elite” or “upper-class”. The minimalist mark also cleverly signifies the letter “H.” referring to our founders surname, Hilfiger.
Fig 11.
FONT
The Tommy Hilfiger logo features a sans-serif Gill Sans typeface. The font is used on our official products, merchandise and the Tommy Website.
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LOGO
COLOUR
The colours used in our logo plays homage to the American flag in a clean and simplistic.The blue, red and white colours represent our brand values:patriotism,excellence,clean,cool and classic.The following CMYK codes must always be used. Liberty Blue C=100 M=91 Y=44 K=53 Boston University Red C=7 M=98 Y=70 K=1 Baby Powder White C=0 M=0 Y=0 K=0 The font, colour and background should not be changed, unless for use in sub-brands such as Hilfiger Denim, Hilfiger Collection and Tommy Hilfiger Tailored.
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LOGO VA R I AT I O N S We have created several variations of our main original logo for different uses across the brand.For example, below pictures our website logo. It features our typical two elements: text reading ‘Tommy Hilfiger’ in capitals and our flag emblem, both in our traditional colours. However, the emblem is centred between the text. Typically, we would use this logo on our websites and on our store fronts.
Fig 12.
We believe that our rectangular emblem is one of the most popular and instantly recognisable logos in the fashion industry and can still be identified without the supporting ‘Tommy Hilfiger’ text. The singular flag emblem (pictured below) is featured on many of our basic tommy items, such as T-shirts and accessories.
Fig 13.
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GUIDELINES
MINIMUM SIZE Minimum sizing of our logo will be dependent on what it will be used for, where it will be used and its placement. For example, our smallest variation of the logo would be placed on the left hand side of a hooded jacket and measure 1 inch by 0.5 inch (fig below).
Fig 14.
MAXIMUM SIZE There is not a defined maximum size that the logo can be scaled to. However, it is essential that the logo is scaled as a whole. Larger versions of the logo are likely to feature on larger items of clothing. In terms of placement on marketing campaigns the logo and text may not be featured, this is because our brand image is so strong that our clothing can be instantly recognised through our 3 main colours used.
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Fig 15.
TONE OF VOICE
Tommy Hilifger’s tone of voice is fun and should always reflect the core values of the brand. The tone must also reflect our traditonal preppy and American style. Tommy Hilfiger uses zeitgeist to express our understanding of changing trends. 17
Fig 16.
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The Tommy tagline
‘FOR THE PEOPLE’
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STORE REQUIREMENTS Fig 17.
Flagship Store: Fifth Avenue, New York
Since starting the brand in 1985, prep has been our main inspiration and each of our flagship stores reflects this in an indivdual way. Each location is specifically picked in regards to its culture, history and art, which helps to complete our classic American cool style. Our stores reflect the same aesthetic as our New York global flagship on Fifth Avenue. The stores feature sleek walnut fixtures and oak flooring, as well stunning panelled ceilings. each storeis uniquely dressed with shabby-chic armchairs and foot stalls, as well as cleverly designed shelving such as a restored canoe or storage trunk. Across our stores, staff are required to wear only Tommy Hilfiger clothing as uniform- typically, Tommy jeans and our simple logo tees are worn. 20
PRODUCTS Fig 18.
Fig 19.
TOMMYxGIGI
As part of our Hilfiger Collection, new for SS17 the TOMMYxGIGI collection launched at New York Fashion Week. The collection incorporates many trends including: personalisation, military, nautical with the model, GiGi Hadid’s personal twist on each item.
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Fig 21.
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PRODUCTS Fig 22.
Fig 23.
Tommy Jeans Back for a limited time only, our Tommy Jeans collection has been released. The collection focuses young, preppy denim looks.
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Fig 25.
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CONSUMER PROFILES We strive for inclusivity throughout our brand, this being one of our key visions. We have made this visions a reality by marketing our products under various brand names in order to target different groups of consumers to meet individual tastes.
Fig 26.
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Fig 27.
Tommy Hilfiger A focus on a 25 to 40 year-old consumer, looking for a simple yet refined preppy look.
Tommy Hilfiger Tailored Targeting 25 to 40 year-old males, who desire elevated and sophisticated styles that are suitable for more formal occasions.
Fig 29.
Hilfiger Denim A focus on the 18 to 30 year-old denim-oriented consumer.
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Fig 28.
Fig 30.
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S U S TA I N A B I L I T Y
Our Corporate Responsibility program, embraces the three core values and spirit of the Tommy Hilfiger brand: it is inclusive, focused on quality and inspires us to make our sustainability ambitions an integral part of our business, every single day. We are working towards achieving all 10 of the following commitments. 1. Produce 100% of our cotton from more sustainable sources. 2. Take an active water stewardship role. 3. Produce in facilities where water, energy & chemicals are sustainably managed. 4. Reduce greenhouse gas emissions. 5. Reduce carton-based packaging. 6. Reduce plastic-based packaging. 7. Recycle store, warehouse and office waste. 8. Souce 100% of our products at facilities that uphold workers’ rights. 9. Empower and inspire the unique talent in our company 10. Help build healthy communities. 26
C O M M U N I C AT I O N S T R AT E G I E S At Tommy Hilfiger we are commited to delivering trends in the innovative and efficient way possible, but still staying true to the Tommy brand and what we stand for.
CELEBRITY ENDORSEMENT Fig 31.
Over the last 32 years, we have used celebrity endorsement to effectively market our products. We specifically choose celebrity style icons or those who share a passion for our brand values and encompass our overall style. As of 2017 our brand ambassor’s include: Rafael Nadal for Tommy Hilfiger Tailored; Sofia Richie and Lucky Blue Smith for Tommy Denim; Gigi Hadid for the Hilfiger Collection. With the rise of social media these campaigns have become a moe effective marketing tool, as consumers are more informed about the latest trends on the catwalk and their favourite style icons: posts on platforms such as Instagram and Twitter from our brand ambassadors increase interest and excitement for our up and coming collections. 27
Virtual Reality Shopping
In the Fall 2015 Hilfiger Collection runway show, we introduced to our consumers a groundbreaking three-dimensional, 360 degree virtual reality. The VR experience gives users a view of the runway and exclusive sneak backstage,which would be inaccessible for individuals not involved in our show production. The virtual realitywas introduced into stores across the globe. Fig 31.
In-store experience New for 2017, we have introduce cutting edge technology into our stores including interactive smart mirrors, which allows customers to ask for different sizes and styles without leaving the fitting room. Not only does this enhance the shopping experience but allows us to market more product to our customers through recommendations calculated using their own personal shopping account. 28
BIBLIOGRAPHY Websites Alexander, E. (2011). Conquering London. [nline] British Vogue. Available at: http://www.vogue.co.uk/ article/tommy-hilfiger-opens-flagship-uk-store [Accessed 1 Apr. 2017]. Businesswire.com. (2015). Tommy Hilfiger Introduces in Store Virtual Reality Experience. [Online] Available at: http://www.businesswire.com/news/home/20151020005626/en/Tommy-Hilfiger-Introduces-StoreVirtual-Reality-Experience [Accessed 10 Apr. 2017]. Johnston, R. (2015). How A Billboard Turned Tommy Hilfiger Into A Multi-BillionDollar Empire. [Online] GQ Australia. Available at: http://www.gq.com.au/style/ how+a+billboard+turned+tommy+hilfiger+into+a+multi+billion+dollar+empire [Accessed 5 Apr. 2017]. Kim, S. (2013). Gallery:Tommy Hilfiger Was Awesome in the ‘90s. [Online] Available at: http://uk.complex. com/style/2013/02/gallery-tommy-hilfiger-was-awesome-in-the-90s/. [Accessed 1 April 2017]. Martin, R. and Raugust, K. (2010). Tommy Hilfiger facts, information, pictures | Encyclopedia.com articles about Tommy Hilfiger. [Online] Encyclopedia.com. Available at: http://www.encyclopedia.com/people/ literature-and-arts/fashion-biographies/tommy-hilfiger [Accessed 10 Apr. 2017]. Global.tommy.com. (2017). Tommy Hilfiger Global | CORPORATE RESPONSIBILITY. [Online] Available at: https://global.tommy.com/int/en/about/corporate-responsibility/16 [Accessed 8 Apr. 2017]. Global.tommy.com. (2017). Tommy Hilfiger Global | Newsroom. [Online] Available at: http://global.tommy. com/int/en/newsroom/press-contacts/16 [Accessed 3 Apr. 2017]. Solari, S. (2015). Tommy Hilfiger—the proven lifestyle brand [Online] Marketrealist.com. Available at: http:// marketrealist.com/2015/02/tommy-hilfiger-proven-lifestyle-brand/ [Accessed 10 Apr. 2017]. Wilson, D. (2009). Building Your Brand. Part 2: How to Write a Brand Positioning Statement. [Online] Practical Ecommerce. Available at: http://www.practicalecommerce.com/danwilson-positioning-statement [Accessed 3 Apr. 2017].
Books
Hilfiger, T. and David, A. (1997). Keeps, All American: A Style Book. 1st Edition. New York. Hilfiger, T and DeCurtis, A (1999). Rock Style: How Fashion Moves to Music. 1st Edition. New York,
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IMAGES Fig 1. (2011) Tommy Hilfiger Logo. Available at: http://vector.me/search/logo-tommy-hilfiger [Accessed 1/4/2017] Fig 2. (2017) TOMMYxGIGI Bikini. Available at: http://uk.tommy.com/TOMMYNOW/8500007601,en_ GB,sc.html [Accessed 2/4/2017] Fig 3. Lois, G (1986). Hang-man Ad. Available at: http://www.jeremyfloyd.com/2014/08/be-bold/ [Accessed 2/4/2017] Fig 4. (1994) Aaliyah Campaign. Available at: https://uk.pinterest.com/pin/465207836488956077/ [Accessed 2/4/17] Fig 5. (2017) TOMMYxGIGI Co-ordinate. Available at: http://uk.tommy.com TOMMYNOW/8500007601,en_GB,sc.html [Accessed 2/4/2017] Fig 6. (2017) Tommy Hilfiger SS17 Editorial. Available at: http://media.tommy.com/us/static/ editorial/2016/07/menss17/images/menss17-hero.jpg [Accessed 2/4/17] Fig 7. (2017) Tommy Jeans, Lucky Blue Smith. Available at: http://uk.tommy.com/Hilfiger-Denim/ labeldenim,en_GB,sc.html [Accessed 2/4/2017] Fig 8. (2016) Tommy Kids Campaign. Available at: https://s-media-cache-ak0.pinimg.com/736x/da/e3/9a/ dae39a4ec0a5ab4fdf5323b4c0e53d45.jpg [Accessed 3/4/17] Fig 9. (2017) Tommy Jeans, Sofia Richie. Available at: http://uk.tommy.com/Hilfiger-Denim/labeldenim,en_ GB,sc.html [Accessed 3/4/17] Fig 10. (2017) Tommy Hilfiger, Resort.Vogue. Available at: http://www.vogue.com/fashion-shows/ resort-2017/tommy-hilfigerhttp://www.vogue.com/fashion-shows/resort-2017/tommy-hilfiger [Accessed 3/4/17] Fig 11. (2011) Tommy Hilfiger Logo. Available at: http://vector.me/search/logo-tommy-hilfiger [Accessed 1/4/2017 Fig 12. (2017) Tommy Hilfiger Website Logo. Available at: http://uk.tommy.com/story/WSW_ Landingpage_02,en_GB,pg.html [Accessed 3/4/17] Fig 13. Tommy Hilfiger Logo Variation. Available at: http://www.itouchapps.net/images/whats-that-logo/ tommyhilfiger.png [Accessed 3/4/17] Fig 14. Tommy Hilfiger Hoodie Detail. Available at: https://www.zalando.co.uk/hilfiger-denim-tracksuittop-grey-hi122s01d-c11.html [Accessed 4/4/17] Fig 15. (2017) Tommy Hilfiger Kids, Play It Cool Campaign. Available at: http://uk.tommy.com/story/ CSW_Landingpage_01,en_GB,pg.html [Accessed 10/4/17] Fig 16. (2017) Tommy Hilfiger #SquadGoals Video Campaign. InStyle. Available at: http://www.instyle. com/fashion/tommy-hilfiger-denim-sofia-richie-anwar-hadid-lucky-blue-smith-campaign-videohttp:// www.instyle.com/fashion/tommy-hilfiger-denim-sofia-richie-anwar-hadid-lucky-blue-smith-campaignvideo [Accessed 10/4/17] Fig 17. (2012) Tommy Hilfiger Flagship Store. Available at: http://retaildesignblog.net/2012/04/27/ tommy-hilfiger-store-tokyo/ [Accessed 10/4/17] Fig 18. (2017) TOMMYxGIGI Bag. Available at: http://uk.tommy.com/Canvas-Tote-Bag-Gigi-Hadid/ AW0AW03906,en_GB,pd.html?cgid=8500007601#!color%3D903%26size%3DOS [Accessed 10/4/17] Fig 19. (2017) TOMMYxGIGI Sneaker. Available at: http://uk.tommy.com/Textile-Sneakers-Gigi-Hadid/ FW0FW01134,en_GB,pd.html?cgid=8500007601#!color%3D100%26size%3D38 [Accessed 10/4/17] Fig 20. (2017) TOMMYxGIGI Crop Top. Available at: http://uk.tommy.com/Viscose-Patchwork-Top-GigiHadid/WW0WW17559,en_GB,pd.html?cgid=8500007601#!color%3D901%26size%3DXL [Accessed 10/4/17] Fig 21. (2017) TOMMYxGIGI Print Bralet. Available at: http://uk.tommy.com/Flag-Pattern-Bralette/ UW0UW00519,en_GB,pd.html?cgid=8500007601#!color%3D622%26size%3DSM [Accessed 10/4/17] 30
Fig 22. (2017) Tommy Jeans, Cropped T-Shirt. Available at: http://uk.tommy.com/Logo-T-shirt/ DW0DW03064,en_GB,pd.html?cgid=8500004602#!color%3D004%26size%3DXXS [Accessed 10/4/17] Fig 23. (2017) Tommy Jeans, Basketball Vest. Available at: http://uk.tommy.com/Mesh-Jersey-Tank-Top/ DM0DM02693,en_GB,pd.html?cgid=8100004602#!color%3D408%26size%3DXS [Accessed 10/4/17] Fig 24. (2017) Tommy Jeans, Jacket. Available at: http://uk.tommy.com/Pop-Over-Jacket/ DM0DM02704,en_GB,pd.html?cgid=8100004602#!color%3D100%26size%3DL [Accessed 10/4/17] Fig 25. (2017) Tommy Jeans, Sweatshirt. Available at: http://uk.tommy.com/Cotton-Fleece-LogoSweatshirt/DW0DW01562,en_GB,pd.html?cgid=8500004602#!color%3D408%26size%3DXS [Accessed 10/4/17] Fig 26. (2015) Football Field Ad Campaign. Available Fig 27. (2017) Tommy Hilfiger Gigi Campaign. Available at: https://www.pvh.com/brands/tommy-hilfiger [Accessed 10/4/17] Fig 28. (2017) Tommy Hilfiger Tailored Rafael Campaign. Available at: https://www.pvh.com/brands/ tommy-hilfiger [Accessed 10/4/17] Fig 29. (2017) Hilfiger Denim, Richie and Hadid. Available at: https://www. at: https://s-media-cache-ak0. pinimg.com/originals/0f/f1/00/0ff1005284b9f4138c687d1c559a5a6d.jpg [Accessed 10/4/17] Fig 30. (2017) TOMMYxGIGI, Look book. Available at: https://s-media-cache-ak0.pinimg.com/736x/7b/ bf/43/7bbf432a1fb04c37e042fd07cfd6fd94.jpg [4/4/17] Fig 31. (2017) Tommy Jeans Women’s Landing Page. Available at: http://uk.tommy.com/TommyJeans/8500004602,en_GB,sc.html?Icmpid=labels%20pages|AprTommyJeans_HP_ESP|text-900201 [15/4/17] Fig 32. (2015) Tommy Hilfiger VR Experience. Available at: https://www.payu.pl/sites/payupoland/files/ tommy_hilfiger_virtual_reality_w_sklepie_z_odzieza_0.jpeg [15/7/17]
REFRENCES
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