PART 1 BRAND HISTORY & BRAND VALUE
TOMMY HILFIGER
TOMMY HILFIGER One of the world’s leading DESIGNER LIFESTYLE Brands Celebrates the essence of CLASSIC AMERICAN COOL STYLE
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Strong GLOBAL BRAND AWARENESS TOMMY HILFIGER is one of the world’s leading designer lifestyle brands and is internationally recognized for celebrating the essence of classic American cool style, featuring preppy with a twist designs.(“BoF Careers | The Business of Fashion”, 2019)
Global Retail, Global t
EANS is inspired by American denim classics with a modern, casual edge.
outhful energy and irreverent twist to the TOMMY HILFIGER brand’s heritage,
Y JEANS men’s and women’s collections focus on premium denim.
rgets the next generation of consumers, specifically the 18 to 30 year old
nted consumer
tommy.com, Global Wholesale
TOMMY HILFIGER BRAND OVERVIEW
TOMMY HILFIGER As the core line, TOMMY HILFIGER is globally recognized for bringing to life the classic American cool spirit at the heart of the brand. The collections liberate the timeless classics with the brand’s signature twist, celebrating individuality and optimism through style. The collection targets 25 to 40year-old consumers.
HILFIGER COLLECTION Top TOMMY HILFIGER product offerings lending the brand’s Americana heritage with contemporary influences and a playful fashion edge. The collection targets 25 to 40-year-old consumers.
TOMMY HILFIGER TAILORED TOMMY HILFIGER TAILORED integrates a sharp, sophisticated style with the TOMMY HILFIGER brand’s American menswear heritage. From structured suiting to casual weekend wear, classics are modernized with precision fit, premium fabrics, updated cuts, rich colors and luxe details, executed with the TOMMY HILFIGER brand’s signature twist. The collection targets 25 to 40-year-old consumers.
Promotion & Visual Merchandising
Social Media Engagement
Purchase regular price merchandise at 3,000 HKD/ accumulate receipt till 5,000HKD in one month
Sim
Privilege Card program Discount offers 10% off
Privilege Card/Member card
Direct mail marketing
beside the window display, there also the mannequins at front door with the lattest collection. well stylished
Mannequins
mple styled mannequins with new collection, strong brand logo with neon light , no promotion post
window display
Well Organization
Store Space
Customer Profile
Demographic • 16-35 years old (“Tommy Hilfiger Global | CLASSIC, AMERICAN, COOL”, 2019)
• Students & young professionals • Grey & white collar workers • Spinsterhood/ married without kids • Monthly income: HKD10000-20000
Psychological • Social class: Lower Middle to Upper class • Keep up with brands through social medias & blogs /influencer
Behavioral • Shops for daily outfit &
random shopping & comming for certain products • Average pieces purchased: 1-2 pieces
• Enjoy going out/ travelling
• Attracted by design, style, colour
• Individual expression & creative
• Cares more in trendy/ high-fashion aesthetic
• Likes bright colors with trendy twist /retro vintage look
• Pride & prestige buying motive: Good fabric, fresh, mature application shopping, friends recommidation
• Value trendy & quality
PART 2 MARKETING ANALYSIS
Calvin Klein CALVIN KLEIN is a global lifestyle brand that exemplifies bold, progressive ideals and a seductive, and often minimal, aesthetic
Women’s and men’s jeans wear, appearl and accessories (“Calvin Klein”, 2019)
Simple, Modern classic, casual
New York based (“Calvin Kleinis One of the 500 People Shaping the Global Fashion Industry”, 2019)
5 Stores in Hong Kong
Owned by PVH (PVH, 2019)
The Levi’s® Women’s and men’s jeans wear, appearl and accessories 3 Stores in Hong Kong (, 2018) Epitomizes classic American style Effortless cool Positioned as the authentic, original and definitive jeans-wear brand. Belief No woman can have too many jean jackets. With four seasons to dress for, Levi’s® maintains the perfect rotation of outer wear and jackets for women. You can expect an assortment of classic silhouettes and styles with refreshing new details. From faux fur trim to embellished denim and sherpa, we keep each piece fun and playful in its own way.
The Dockers®
DENIZEN®
Signature by Levi Strauss & Co.™
Brand has defined authentic khaki since 1986.
From Levi’s® celebrates bold, positive energy. Our styles embrace flexibility so you never miss a beat.
Offers authentic style and heritage to every
Gap, The company’s flagship brand, offers iconic American style to customers of all ages, both genders (“History”, 2019) Product denim, Khakis, Outer wear, T- shirts and accessories. With initially started as one brand, developed into a family of brands include: Gap kids, babyGap, Gap maternity and Gapbody. Customers look to Gap for casual clothing and accessories that help them express their own personal sense of style.
Women Jacket/ Gen z & Millenials
customer profile- demographic
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18-40years old
• Young professionals / career women
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White collar workers
• Spinsterhood/ married with/without kids • Monthly income: HKD20000+
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25-45years old
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career women
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white collar workers
• students & young professionals
• Spinsterhood/ married with/without kids • Monthly income: HKD20000+
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18-50 years old
• Grey & white collar workers
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Any marital status
• Monthly income: HKD10000-20000
40% half zip
classification
35% full zip 5% Denim jacket
20% long coat jacket
xs /s /m /l/ xl
size
Bold/ Vibrant Pastel
color
range
price
HKD 940--2,355
average
HKD 1,320 30% Tiny jacket
silhouettes
Denim
5%
5% jacket coat 45% windbreaker 20% track Jacket
fabrics
Dark/ Shade/ navy
mixture blend pure 100%
Polyamide Viscose Cotton Recycle polyester nylon elastane.
nylon cotton recycled polyester.
classification
size
60% denim jacket 40% other jacket
xs /s /m /l/ xl/2xl plus size 1,2,3
Classic denim blue
color
range
price
HKD 390--5,450
average
silhouettes/zip
other coloers
HKD 1,005 30% classicdenim jacket 40% short denim jacket
mixture blend
10% coat jacket
pure
20% windbreak jacket fabrics
nylon cotton polyester.
Polyamide Viscose Cotton Recycle polyester nylon elastane.
classification
denim jacket
xs /s /m /l/ xl
size
color
Black & White
range
price
Denim with highlight (bright)
average
silhouettes
HKD 700--6660
Classic denim blue
HKD 1,300 regular denim jacket short denim jacket
fabrics
pure
100% cotton
classification size
denim jacket / sports jacket /coat jacket/ siut /leather jacket /windbreak
xs /s /m /l/ xl/xxl/xxxl
color
range HKD 550-3900
price
denim blue with all leverl
black
drak green
beige /brown
white
pastel
bright color Polyester Spandex Cotton Elastane
average HKD 675
silhouettes
fabrics
denim botton up/siut jacket/blazer/ aviator jacket/ skinny jacket
grey
mixture blend
pure
TencelÂŽ
Polyester Wool
100% Cotton nylon cotton polyester.
high price
Multiple colours
trendy
classic
low price
simple silhouettes/ style
Various silhouettes/ style
hint of colours
PART 3 Inspiration board
MICRO-TREND
MICRO-TREND
New style of VAPORWAVE • • •
Young generation highly access to technology without understanding Survive in a tight corner between the traditional style and high quality own attitude with fashion (Pew Research Center: Internet, Science & Tech, 2019)
MICRO-TREND VAPORWAVE
(wgsn,2019)
Jacket color story
retro element from 80s vintage rideo mceosoft, Peisi, Apple LOGO, Screen of the Old television
Denim color story (WGSN,2019)
Denim color story Retro element from 80s highlight for denim 1980s Denim look emphasis on shoulder (WGSN,2019)
Jacket FEBRIC
PART 4 6 monthes buying plan
Brigh HIght
Sport inject and p
(wgsn
DENIM TREND REPORT
Pew Research Center: Internet, Science & Tech. (2019). Stories From Experts About the Impact of Digital Life. [online] Available at: https://www.pewinternet.org/2018/07/03/the-positives-of-digital-life/ [Accessed 23 May 2019]. Stylus | Innovation Research & Advisory. (2019). Vaporwave: Soundtrack to Austerity | Stylus. [online] Available at: http://www.stylus.com/hzwtls [Accessed 23 May 2019]. 1970s Geek. (2015). Retrieved from https://www.wgsn.com/content/board_viewer/#/58548/page/1 1970s Luxe – VM & Campaign Inspiration. (2015). Retrieved from https://www.wgsn.com/content/board_viewer/#/59621/page/2 1980s Excess: VM & Campaign Inspiration. (2017). Retrieved from https://www.wgsn.com/content/board_viewer/#/74106/page/2 1980s Femme. (2018). Retrieved from https://www.wgsn.com/content/board_viewer/#/77575/page/1 1980s Glam. (2017). Retrieved from https://www.wgsn.com/content/board_viewer/#/74868/page/1 1980s Youth. (2019). Retrieved from https://www.wgsn.com/content/board_viewer/#/74023/page/1 Brazil Nostalgia: 1980s Luxe. (2018). Retrieved from https://www.wgsn.com/content/board_viewer/#/66372/page/1 Refined 1970s. (2015). Retrieved from https://www.wgsn.com/content/board_viewer/#/63886/page/1 Sharp 1970s. (2015). Retrieved from https://www.wgsn.com/content/board_viewer/#/57493/page/1