Tommy Hilfiger (brand study) by Pratim Deb by Pratim Deb

Tommy Hilfiger A project report

MASTER OF ARTS FASHION BUSINESS MANAGEMENT (2019-21)

Submitted to – Dr. Sunita Konwar Submitted By: Pratim Deb

Acknowledgement I would like to express my deepest appreciation to all those who provided me with their kind support and valuable time to achieve my research objective. I would like to express my gratitude for industry people who has helped me considerately to achieve my objectives. Special thanks to all the faculty members Mrs. Rachna Imam, Mrs. Swati Singh, Mr. Gaurav Vashisht, Mrs. Smriti Saxena, Mr. Aryapriya Ganguly, and Ms Megha Chauhan as it would have been impossible without their kind support and attention as well as their valuable time. Furthermore, I would also like to acknowledge with much appreciation the crucial role of my classmates Ms. Righa Jhanji, Ms. Kannan Muthulaxmi, Ms. Chinmaya Sharma and Ms. Aayushi Sharma who supported me at every step of my work. I would like to extend my appreciation to my parents and my friends who motivated me to achieve my goals. Last but not the least, I would like to express my special gratitude towards our Head of Department, Dr. Sunita Konwar for their kind co-operation and encouragement which has been of significant help in completion of this project and has helped us to polish our skills in incalculable and effective manner. It would have been impossible without her support.

Table of content Chapters A project report…………………………………………… ii Acknowledgement…………………………………………. iii 1.

Introduction 1.1 Origin and History 1.2 Vision and Mission 1.3 Company Values 1.4 Organizational Structure

Organizational Behavior and Leadership 2.1 Leadership Style 2.2 Start-up Mentality 2.3 Speed 360 Team

Brand Management 3.1 Brand Overview 3.2 Brand Evolution 3.3 Brand Extension 3.4 Product Portfolio 3.5 Digital Design 3.6 Sustainable Fashion 3.7 Adaptive clothing 3.8 Circular fashion 3.9 Brand Collaboration 3.10 Brand Endorsement

Business Marketing and Communications 4.1 Marketing Mix 4.1.1 4.1.2 4.1.3 4.1.4

Product Place Price Promotion

4.2 4.3 4.4

SWOT Analysis BCG Matrix Ans-off Matrix

Supply Chain Management 5.1 Supply Chain Management 5.2 Logistics and distribution

Brand Research 6.1 Consumer Survey 6.2 Consumer review research 6.3 Employee review research 6.4 Expert interview

DEFEND collection 7.1 Introduction (Rationale) DEFEND collection 7.2 WGSN research 7.3 Tech pack 7.4 Logistics and SCM 7.5 Spring/summer Collection DEFEND collection(research) 7.6 Sales and Distribution 7.7 International Business Strategies 7.8 Ansoff Matrix (Product development)

E commerce Business Management 8.1 E-commerce- web portal design 8.2 Predict spring collaboration 8.3 TMY.GRL messenger 8.4 ATOBI collaboration 8.5 Social media campaign Bibliography

Introduction Origin and History Vision and Mission Company Values Organizational Structure

Introduction Tommy Hilfiger was born on March 24, 1951, in Elmira, New York, in a working class Irish-American family. Tommy Hilfiger went to Elmira Free Academy in high school. Hilfiger's gifts were evident from a young age. As a teenager, he began buying jeans in New York City that he refashioned and sold for a profit in Elmira. When he was 18, he opened a store called The People's Place in Elmira that sold hippie supplies like bellbottoms, incense and record. (Self-analysed)

(Source: Fashionetwork.com)

History Wildly successful in the beginning, Tommy Hilfiger soon had a chain of stores and a six-figure income. In 1976, Tommy Hilfiger married Susie Carona, an employee at one of his stores. In 1977, a downturn in the economy hit his business hard, and he filed for Chapter 11 bankruptcy.

The couple married and moved to Manhattan shortly after the bankruptcy. They were hired as a husband-and-wife design team by the apparel brand Jordache, but were fired after only a year. Hilfiger developed reputation as a hardworking young designer, and eventually was considered for jobs at Perry Ellis and Calvin Klein. (Source: BFA.com)

In 1984, Hilfiger was approached by an Indian entrepreneur Mohan Murjani, who was looking for a designer to head a men's sportswear line. Murjani allowed Hilfiger to design the label under his own name. By the early 1990s, the hip-hop world embraced oversized versions of Hilfiger's clothes, and the brand meticulously courted rap stars and celebrities. Despite Hilfiger's commercial success, however, the fashion elite still snubbed him. In 1994, the year Hilfiger was the frontrunner for the prestigious Council of Fashion Designers of America Menswear Designer of the Year, CFDA decided not to give the prize at all. They, later relented, and gave it to him in 1995.

Hilfiger married second wife, Dee Ocleppo, in December 2008. In May 2010, his profitable company sold for a whopping $3 billion to the clothing conglomerate Phillips-Van Heusen. In 2012, he received CFDA’s Geoffrey Beane Lifetime Achievement Award. (Source: Zimbio.com) Today, Hilfiger continues to be the principal designer of his brand, and there are more than 1,400 of his stores in 90 countries. In 2016, he took his "classic American cool" looks in a new direction. He partnered with Runway of Dreams to create a line of adaptive clothing for children with disabilities.

Vision and Mission Statement

Tommy Hilfiger Mission Statement Tommy Hilfiger is on a mission to create fashion that ‘Wastes Nothing and Welcomes All’. The idea is to be the leading sustainable designer lifestyle brands through how they create the product, manage operations and connect with the community. (self-analysed) Tommy Hilfiger Vision Statement A vision to drive innovation through sustainability practices, in order to increase operational efficiency while reducing our environmental impact by serving community and its people. (Bhasin H.)

Organizational Structure Tommy Hilfiger is currently owned by PVH organization that has luxury brands such as Calvin Klein, Van Heusen, Arrow and Tommy Hilfiger under its umbrella.

Emanuel Chirico (Chairman and CEO)

Stefan Larsson (President)

Mike Shaffer (Chief operating and financial officer)

Eileen Mahony (EVP and CIO)

Tommy Hilfiger: Founder and Designer

(Source: Regentstreet.com)

Organisational behaviour and leadership Leadership Style Start-up Mentality Speed 360 Team

Organizational behaviour and leadership Organizational behaviour is the study and application of knowledge about how people, individuals, and groups act in an organization. In 1939, psychologist Kurt Lewin and his team of researchers determined that there were three kinds of basic leadership styles overlooking management in an organization:  Autocratic (Authoritarian)  Democratic (Participative)  Laissez Faire (Delegative) Autocratic Leadership An autocratic leader is the one who adopts the authoritarian style, dictates policy and procedure, and directs the work done by the group without looking for any meaningful input from them. The group led by an authoritarian would be expected to complete their tasks under supervision. Democratic Leadership In democratic leadership, group engages in decision making process with the leader and leader in turn guides the group. Participative leaders make their group feel like they’re part of a team, which creates commitment within the group. Laissez Faire leadership Laissez faire determines that in this leadership style, delegate leaders would have little or no guidance towards group for decision making. Leader would provide necessary tools and resources and would leave the decision making entirely to the group.

Leadership Styles of Tommy Hilfiger Leadership style at Tommy Hilfiger is democratic leadership as it follows an extremely open-minded culture that allows every person in the organization to bring out ideas to the table. Tommy Hilfiger follows a three D’s process: Discuss Decide Deliver (Grieder D.) At Tommy Hilfiger, employees are motivated to share their opinions on issues which could be discussed and would help to deliver best of decisions. Employees exhibit optimistic approach towards innovation which helps in efficient decision making. Team at Tommy Hilfiger has created innovation testers, where the team would be able to create the budget to test initiatives in the market. They could try the products, no matter what it is for or whom it comes from. That is why they value their associates. (Hilfiger T.) Tommy Hilfiger believes in providing equal opportunity to every employee as the brand is always in search of uniqueness amongst people. Tommy Hilfiger believes that people working in an organization are the reason for its progress and revolutionary ideas comes from within the organization. (Source: courtesy)

“If applicants are truly seeking a, fast-paced and exciting environment, and are equipped with an entrepreneurial spirit and passion for innovation, as well as embracing a spirit of inclusivity and diversity we can use the right kind of talent in every part of our business.” – Grieder D.

Transformational leadership Tommy Hilfiger has been promoting transformational leadership style at their organization. Transformational leader always inspires and motivates its employees to perform better as well as guides them to grow up the leadership chain. At Tommy Hilfiger, employees are motivated to build healthy relationship with each other. Transformational leadership qualities help employees to be futureoriented and help them to achieve goals.

Start-up Mentality Tommy Hilfiger as a brand has had a fundamental shift by operating as a startup. In an interview with Avery Baker (Chief brand officer, Tommy Hilfiger) she quoted, “We’ve been trying to adopt an entrepreneurial, start-up mentality within our organization. We’ve picked that up from what we see happening around in a tech space. There is a mantra today about iterative learninglaunch, test, learn, adjust and go back to the drawing board and start again. That’s been really inspiring for us. In this sector, you see some things do fail, but if you don’t try you’ll never find the big wins.” (Tesseras L.)

Speed 360 team The Speed 360 team is the heart of this end-to-end transformation of how PVH operates. This strategic initiative, named SPEED 360, deploys best in class process changes, data insights, predictive analytics and an all hands approach towards putting our consumers at the centre of everything we do. This means taking a holistic approach to meet the consumer expectations by decreasing the time to market, improving the assortment structure, and increasing the partner collaboration while simultaneously yielding higher quality product, better strategy integration and an authentic engagement with all involved parties. A team of strategic thinkers, innovators, passionate team players, brokers of change and structured delivery professionals. Speed 360 team comprises people who are dedicated self-starters, flexible in approach, and top of the line communicator. PVH corp. (Tommy Hilfiger) has an operating model that helps yield best strategy to overcome every obstacle and flourish in the market and amongst its competitors. (Source: PVH.com) Strategic Pillars

People

Operating model

Business partnership

Functional Create the Optimize Being priorities best place to internal IT trustworthy work team partner

-Investing in work environment -On Job Training -Development plans - Room for own initiatives

-Structure to reflect need business. -Creating a solid support structure.

Innovation a Foster an innovation culture

- Ensure earlier involvement in taking business initiatives - Build strategy and framework and successful implementation of Speed 360

- Pro-actively keeping up with latest trends - Staying ahead in the competition. - implementing sustainability

Company Values PVH corp. values its employees at workplace to influence them to stay productive and independent while making decisions which would help reduce social loafing and would maintain a healthy work environment. PVH Corp. believes in creating a culture that truly cares for betterment of people. Employees working for PVH corp. have an optimistic approach towards working with each other which promotes positive social influence. Allowing employees to be truly successful in what they’re interested in from a career standpoint is the ulterior agenda of the organization. (Self-analyzed) Dave Kozel is Chief Human Resource Officer at PVH, he quoted – “if employees are successful and engaged, it only increases the company’s probability of having success. This is what is driving their leadership curriculum. Dave talks about one of the company’s programs, which is the PVH University. It is a fairly robust university program where they have a leadership academy in which they offer entry level, first-time manager training programs and then second-level training programs to managers.” (Morgan J. 2019)

Brand Management Brand Evolution Tommy Hilfiger Collections Product portfolio Digital Design Sustainable Fashion Circular fashion

Brand Evolution Fame has never been eluded designer Tommy Hilfiger. No, we are not talking about that kind of fame. We’re talking about F.A.M.E.S – Hilfiger design philosophy which revolves around 5 core products which is inspired by Fashion, Art, Music, Entertainment and Sports. (Kemph M.) Tommy Hilfiger as a brand has evolved with time by catching onto the new modern and trendy, American classic pop-culture attire and is loved by people all around the globe. Its designs are inspired by FAMES.

Hilfiger Collection Men’s Reversible Shearling Coat (Fall 2020), Tommy Hilfiger Men’s Shoal Sweater (Holiday 2003), Tommy Hilfiger Collection Men’s Cotton Pique Shirt (Fall 2008), Tommy Hilfiger Collection Men’s Flare Leg Tartan & Houndstooth Patchwork Pant (Fall 2000), Tommy Hilfiger Collection Men’s Loafers (Spring 2012) HIGHSNOBIETY

Hilfiger, however, has never been one to shy away from interests beyond the design studio. He’s a huge supporter of the arts and has a private collection featuring works from some of the greatest American artists of all time, including Andy Warhol, Jean-Michel Basquiat, and Keith Haring. Hilfiger often blurs the boundaries between the art and fashion worlds, as he did in 2017 when the experiential TOMMYNOW show gave a platform to local graffiti artists to design parts of the runway. (Kemph M.)

His connection with music has also been well documented and some of Hilfiger’s earliest designs were inspired by album covers from The Beatles and Jimi Hendrix. Rock legends of yore had undeniably unique style and this fascinated Hilfiger. That’s probably why he’s sponsored the tours and albums of some of the most influential artists of our time, including The Rolling Stones, Britney Spears, Sheryl Crow, and Lenny Kravitz. The Rolling Stones x Tommy Hilfiger No Security tour merchandise is as iconic as it is notable — he was in the music merchandise game long before it was cool. (Kemph M.)

Tommy Hilfiger Collections Tommy Hilfiger deals in designing, manufacturing and retailing of apparels and accessories for men, women and children under different umbrellas. Over the years, brand has placed itself in various collections to target more audience and accommodate more consumers. In a span of more than 3 decades, Tommy has repositioned its brand multiple times by recognizing sub-brand marketing strategy. (Self-analysed) Tommy Jeans: Tommy Denim collection is inspired by denim classic with casual as well as modern edge. Its line includes fragrance, eyewear, accessories, bags, footwear and denim Hilfiger CollectionHilfiger Collection is the core line of the brand and embodies cool American spirit with classic styles and designs.

Tommy Hilfiger Tailored- Tommy Hilfiger Tailored reflects American heritage in sophisticated styles that are specially made for formal occasions and is tailored according to the needs of the consumers, Tommy Sport – Tommy Hilfiger Sport blends typical American style with contemporary influence to create a playful image for fashion. Tommy Hilfiger – Tommy Hilfiger is the signature sportswear line with classic American styles. Tommy Now – Breaking the old-school rules of fashion and remixing and restyling for the digital age and making it all accessible by giving instant access by runaway collections.

Product Portfolio Product Portfolio refers to compilation of products and services offered by Tommy Hilfiger under different sub brands. This would include the list of all commodities and to which market are they catering. (Self-analysed)

Products Shirts T-shirts Polo Shirts Trousers Denims Chinos Shorts Bag packs Flip Flops Watches Cardigans Sweatshirts Belts Shoes Eyewear Deodorants Wallets Waistcoats Duffel Bags Track pants Swimwear Undergarments Blazers

Men                       

Source: pvh.com

Women                       

Children                     

Sustainable Fashion Quintessential red-white-and-blue denim brand Tommy Hilfiger goes green. Tommy Hilfiger launched its first sustainable denim line. The brand is currently fronted by Hailey Baldwin, has announced it will include jeans styles made of 100 percent recycled materials – right down to the swing tags – in the Spring Summer 2019 collection dropping February. Products would be made at PVH Denim Centre, Amsterdam. The denim is made from cotton fabric rescued from cutting tables and factory floors that would have otherwise become land-fill. The stitching thread is made from recycled plastic bottles and the buttons from dead (unsold) stock. It uses less water, fewer chemicals, creates less CO2 and reduces waste. (Sharp R. 2017)

Circular Fashion Tommy for Life is a circular fashion initiative which allows reparability and reusability of used garments. It is one of the initiatives tied to Tommy Hilfiger’s “Make it possible” programme dedicated to environmental and social sustainability and it also comes as a part of brand’s goal to be fully circular by 2030. Tommy for life initiative would be approached by categorizing the products in 3 ways. Pieces that are still in good shape will be professionally cleaned, repaired and will be sorted into categories, including 'reloved' or previously owned products traded-in by consumers; and 'refreshed' or restored items from store and e-commerce returns, including items from the retail inventories that become unsaleable or proved defective. A third category, 'remixed' will see pieces that cannot be cleaned in full or repaired get taken apart and repurposed into new designs beginning in 2021.

(Source: Unsplash.com)

Business Marketing and Communications Critical evaluation of brand’s marketing strategies Strategic Business Management SWOT Analysis Brand Endorsements Brand Campaigns BCG Matrix Ansoff Matrix Co-branding Brand Collaborations Brand Prism Brand Audit

Tommy Hilfiger Global Marketing and Communications Tommy Hilfiger’s global marketing and communications strategy is to build a consumer-centric, go-to-market strategy that maintains the brand’s momentum, driving awareness, consistency and relevancy across product lines and regions. Engaging consumers through comprehensive 360° marketing campaigns, which have a particular focus on innovative experiences and digital marketing initiatives. Marketing campaigns for the brand are focused on attracting a new generation of consumers worldwide through a blend of global and regional brand ambassadors. (PVH Report)

#Tommy Hilfiger spent over $200 million on global marketing and communications efforts in 2019. (PVH report 2019)

Brand Marketing Tommy Hilfiger has been a futuristic brand which involves a major investment into developing marketing skills and techniques to overcome financial risks and retaining efficiency to sustain as a profound yet, a recognizable brand in the market. Tommy Hilfiger has been effectively participating in promoting inclusivity and circular fashion which has enabled the brand to emerge as a global brand which “waste nothing and welcomes all”. (Self-analysed) There are various strategies opted by Tommy Hilfiger to maintain its reputation in the fashion industry. Initially in 1985, Tommy Hilfiger used a below the line marketing strategy by introducing billboards which was a “Fill in the blank” puzzle of names of 4 most popular fashion designers. (Johnston R. 2015)

(Source:Jeremyfloyd.com)

This strategy allowed the brand to catch eyes and eventually helped brand to be known and recognizable. During initial years, Tommy Hilfiger was one of the first designers who enthusiastically promoted celebrity endorsement. Amongst other marketing strategies, one of them which was proven effective over the years and continued to be a cornerstone of Tommy Hilfiger till date. Over the years Tommy Hilfiger has opted to celebrity partnerships as a promotional and marketing technique to popularise brand amongst the youth across the globe. (Self-analysed)

The TOMMY HILFIGER brand continued to experience momentum in 2019. Brand health remained strong, with increasing brand awareness across Europe, Asia and the Americas compared to 2018. Consumer interest also continued to grow, as searches of TOMMY HILFIGER increased the most on Google among our competitive brands for the year. (PVH 2019 Annual report)

Tommy Hilfiger does targeted investments to drive enhanced consumer experiences. Tommy Hilfiger has majorly invested in adapting digitization and inculcating it into the brand’s portfolio. Digitization in terms of designing, production, business management, logistics and supply chain management, marketing and retail has shown a significant growth. It helps the brand to manage operations easily, effectively and efficiently. (Self-analysed) Innovation in terms of operations promises sustainability as well as costeffectiveness. Idea is to simplify the steps of management to attain best results in terms of producing and selling the commodities while taking care of the people and environment around them. The whole business model of Tommy Hilfiger guarantees 100% circular fashion by 2030 that would include digitization at every step of operations. (Self-analysed)

Brand Positioning Tommy Hilfiger positions itself as a high quality brand, for young people of 2035 yrs. of age and who have good sense of fashion. Amongst its competitors Tommy Hilfiger is the most preferred brand since 2018 after Tommy Hilfiger collaborated with Gigi Hadid. Brand position itself for “carpe diems”, people who like to innovate, who(Self-analysed)

Strategic Business Management Adaptive clothing In 2016, Tommy Hilfiger, partnered with Runaway of Dreams, non-profit organization for children with disabilities. In 2017, the brand expanded its product line by launching adaptive clothing for children with disabilities. "Tommy Adaptive's mission is to be inclusive and empower people of all abilities to express themselves through fashion"- Daniel Grieder said in a press release. (Self-analysed) The product line includes the essential fashion pieces like shirts, pants, shorts, dresses, and jackets — but Tommy Adaptive clothes are easier to put on. Modifications such as adjustable hems, one-handed zippers, side-seam openings, bungee cord closure systems, adjustable waists, and magnetic buttons and velcro make the fashionable designs much more disability friendly. Some shirts are even made with easy-open necklines and expanded back openings. (Gallucci N. 2018)

(Source: mashable.com)

Adaptive clothing brings out an incredible opportunity for Tommy Hilfiger as the global market for adaptive clothing is expected to be valued at nearly $400 billion by 2026. (Coherent market insights) The differently abled population in the US has a collective disposable income of around $490 billion, slightly below that of African-Americans which is at $501 billion. (Gaffney A. 2019) There’s a tremendous opportunity for adaptive line workwear that caters to physically disabled customers. In the UK, 3.9 million people who self-reported as being disabled were in work this year, an increase of 150,000 from 2018, according to government statistics. “Brands want to put people in activewear, in sweats,” says Thomas, who is physically disabled. “We need professional clothing because people with disabilities go to work.” (Gaffney A. 2019)

(Source:simple.most.com)

“People are just starting to get more visibility into disability life, which is normalising it a little bit more,” says Christina Mallon of US non-profit Open Style Lab, which teaches a class on designing for customers with disabilities at Parsons School of Design in New York. “It’s inclusive and it’s hot. The brands that are getting involved now are the brands that will win.” (Bondarenko V.2020)

SWOT Analysis SWOT Analysis refers to the strategic approach towards understanding Strengths, Weaknesses, Opportunities and Threats of a business enterprise. It helps to determine the areas of improvement and provides brand with opportunities of growth and expansion. (Self-analysed) Tommy Hilfiger era began since the brand started in the early 90’s representing themselves as an outspoken American vintage brand. Whereas Tommy Hilfiger current scenario as fashion label has turned some heads around in the industry. Understanding SWOT for Tommy Hilfiger is an essential part of this research. (Self-analysed)

SWOT analysis for Tommy Hilfiger Strength Tommy Hilfiger has ownership and brand reputation which gives an upper edge while dealing with its competitors. Tommy Hilfiger has shown significant growth for past few years which has polished it as a modern, classy and trendy apparel brand. Some of the strengths of Tommy Hilfiger would include: 1) Leadership: The brand is what it is today because of the design prowess, creative vision and the never say die attitude of its leader Tommy Hilfiger. 2) Products for everyone: Tommy Hilfiger has an immense portfolio which includes apparels and accessories for men, women and children. 3) Stay Updated with trends: Tommy Hilfiger stay updated with recent trends that enhances brand image. 4) People: Tommy Hilfiger is a vocal brand. It connects with each and every person, employees, customers and community. 5) Commitment to sustainability: Tommy Hilfiger has a business model where they use recyclable fabrics. Some of the green initiatives supported by Tommy Hilfiger include energy efficient lighting and interiors, rainwater recovery and green textiles. 6) Balancing business and creativity: Tommy Hilfiger has always been an innovative brand. The creative element of the business ensured that the designs were quirky and unique while the business orientation made sure that the business expanded its networks well and added to the revenues as the years progressed.

Weakness During SWOT analysis, I came across certain areas of replenishment for the brand image to sustain as well as make it more reasonable for consumer to buy Tommy Hilfiger: 

Low Penetration: The clothing and other merchandise from Tommy Hilfiger are priced at a premium pricing and the brand may not be affordable to the masses. This makes them focus more on the higher income segment.



Brand Image: As this may seem to sound as a strength of the brand, this could actually involve larger investment into order to maintain standards and particularity. Tommy Hilfiger has been doing a major investment on technology and advertisement in order to maintain their image.

Opportunities Opportunities are those avenues which are yet to be explored which would help the business with growth and higher returns:  Sustainable and modern: Brand has repositioned itself as a sustainable fashion label with initiatives like jeans made from 100% recycled cotton. Brand depicts its image as sustainable and innovative. Opportunity to launch eco-friendly products perpetually would help Tommy Hilfiger to prosper. (Self-analyzed) “The brand is laying the foundation for future growth by expanding into new categories, and weaving data and eco-consciousness into its DNA.” – Daniel Grieder (Ang K. 2019) Threats 

Retailers: There has been the spurt in the number of online retailers and many such players in addition to selling their own brands also sell private labels which are also a new form of competition.



Competitors: Competitors are using same celebrities to promote their product. Calvin Klein is more accessible in high street stores.

Celebrity Endorsements Over the years Tommy Hilfiger has promoted influencer marketing strategy. Tommy Hilfiger has always been a F.A.M.E.S. aficionado, i.e. Fashion, Art, Music, Entertainment and Sports. So in order to maintain the brand image, Tommy Hilfiger promotes its collections by collaborating with famous celebrities and models across these 5 pillars. (Conlon S. 2017) The journey began in 1996 with Tommy Hilfiger launching Coolio and puffy rappers with his collection on the runway. In 2015, Tommy Hilfiger brought Gigi Hadid into the tommy family by launching TommyxGigi collection which brought in a significant amount of appreciation in the fashion industry and amongst people. (Conlon S. 2017) “Gigi is a force in the fashion industry and the ultimate Tommy Girl,” said Tommy Hilfiger today. “Her positive, down-toearth energy, and cool, effortless style continue to captivate her audiences around the world. I have loved designing the Tommy X Gigi collections with her and I look forward to continuing our partnership for another year."

(Source:Glamour.com)

In 2010, Tommy Hilfiger joined hands with Rafael Nadal launching delicates collection right before Olympic games Rio arousing worldwide enthusiasm. The American brand has just published the photos of the fall campaign of its underwear line. Rafael poses there only wearing a white boxer brief and holding the "TH Stripe", a belt with a striped pattern in the colors of Tommy Hilfiger. The 30-year-old was photographed by Mikael Janssen. Their shoot took place in Palm Springs, California.

(Source:purepeople.com)

Also, Tommy Hilfiger enlisted top Spanish models including Juan Betancourt and Malena Costa to help tennis ace Rafael Nadal celebrate his role as global brand ambassador with a pop-up strip tennis tournament, which took place at the Palacio de Cibeles in Madrid on Tuesday. The strip tennis game saw

players removing a piece of clothing each time their opponents scored a point, eventually unveiling the new Tommy Hilfiger men’s and women’s underwear designs.

(Source:dailymail.co.uk)

Event host Arturo Valls joined Nadal, Malena, Juan, Cristina and Andres Velencoso on the court.

In 2017, Tommy Hilfiger hosted Rock Circus Runaway show in London for spring 2018. The chainsmokers band performed during the event and Gigi Hadid and other models rocked the stage with elegant spring collection. (Paton E. 2017)

A procession of beanies, branded hoodies with silver studs, voluminous puffa jackets, tartan mini kilts, shearling biker jackets and track suits. Available for online purchase, pieces like Ms. Hadid’s hot pants began to sell almost immediately. (Paton E. 2017) Tommy Hilfiger also used augmented reality to give those not attending the show a chance to view a private version of the catwalk through the TommyNow Snap app. The app also gives people a 360-degree view of the collection, when they take a picture of a model on the runway, products in store, ad placements and editorial images. (Degun G. 2017)

In 2017, exclusive partnership between Actor Shawn Yue and Tommy Hilfiger took place. Actor Shawn Yue appeared as the first brand ambassador for Tommy Hilfiger men’s wear in China, Hong Kong, Macau and Taiwan for fall 2017 and spring 2018. (Lockwood L. 2017) “We’ve seen exciting growth in both the overall business and brand awareness in China over the past few years. Our partnership with Shawn will solidify our position in the market and introduce our men’s wear business to a new consumer,” Tommy Hilfiger.

(Source: newsroom.tommy.com)

In April 2016, the brand took complete control of the joint-venture company which had been running its business in China since 2010. The acquisition was worth an investment of $172 million for the remaining 55% stake in TH China, was regarded then as a “significant milestone” for Tommy Hilfiger, according to Emanuel Chirico, CEO of the PVH group. (Guyot O. 2018) “As we continue to expand the brand’s footprint, investing in our organisation and exploiting a growing number of stores in first and second-tier cities directly, I’m delighted to observe that our visibility on the Chinese market is increasing, thanks to our localised initiatives,” he added. (Guyot O. 2018)

In 2019, Tommy Hilfiger and five-time FIA Formula One World Drivers’ Champion Lewis Hamilton presented their Fall 2019 TommyXLewis collaborative collection at a one-night only experiential event. Hosted at the Società del Giardino, on the eve of Milan Fashion Week, the event celebrated the clashing of two creative forces, fusing Lewis fashion-forward street vibe with Tommy Hilfiger’s all American essence. Tommy Hilfiger and Lewis Hamilton were joined by more than 500 guests, including press, influencers and VIPs, at the Società del Giardino, a historic venue founded in the late 1700s close to Milan’s iconic Duomo cathedral.

(Source:wwd.com)

At the entrance, guests were welcomed by a fluorescent “TOMMYNOW” light installation in modern and antique gothic font that contrasted against the building’s historic architecture. Moving into the neo-classical courtyard, modern scaffolding elevated in the brand’s signature red, white and blue colour palette and a backlit LH logo lit up the surrounding stone pillars. In the first room, historic chandeliers clashed with neon blue and red animated light walls showcasing the “LH” collection logo and complete with glowing backlights. Guests could explore their creativity in the Selfie Mirror Room featuring large red and blue mirror screens placed in a 180-degree circle with fluorescent graffiti details revealed under black light. In the Digital Clash Room, visitors could immerse themselves in the world of TommyXLewis, with Fall 2019 TommyXLewis campaign footage broadcast on 5.2-meter tall LED screens arranged in a 360°pentagon shape below the historical crystal chandeliers. Sound illustrators, composers and producers MODE-F performed bespoke soundtracks prior and after the collection presentation. The evening was closed by an exclusive performance by GRAMMY and BET- nominated American rapper, songwriter and record executive, Pusha T.

In 2019, during Paris Fashion week Tommy Hilfiger collaborated with Zendaya, an American actress, after a 4 year strint working with Gigi Hadid. Zendaya and Hilfiger were influenced by “70s icons and the 1973 Battle of Versailles fashion show." The show was incredibly inclusive, featuring an all black runway cast - "59 black women, ages 18 to 70” each diverse in size and age. Zendaya's commitment to only casting women of color, and celebrating size and age inclusivity, is truly inspiring. (Mackelden A. 2019) The runway was turned into a 70s roller rink, complete with a light up floor. Drenched in red disco lights at the start of the show, models wore roller skates while showcasing the eclectic new collection. (Mackelden A. 2019)

Brand Campaign Global advertising campaign, “la víe en rõpe,” features “The Hilfigers” traveling to the great American outdoors, bringing an irreverent twist to adventurous pursuits. The Hilfigers make a trek to Lake Tahoe,where California and Nevada meet, to establish a preppy outpost as the eclectic group of characters conquer the great outdoors.

“Our campaign embraces the increasingly blurred lines between traditional print advertising and digital communications. The continuity of The Hilfigers concept has allowed us to effectively evolve our relationship with consumers each season, expanding global consumer recognition and ensuring consistency across all brand touch points from print to digital to point of sale.” Avery Baker said in an Interview.

Boston Consulting Group matrix The Boston Consulting Group’s product portfolio matrix (BCG matrix) is designed to help with long-term strategic planning which helps a business to consider growth opportunities by reviewing its portfolio of products to decide where to invest, to discontinue or develop products. It's also known as the Growth/Share Matrix. (Hanlon A. 2019) According to BCG Matrix, product portfolio of a company could be divided into 4 quadrants depending upon the cash usage and cash generation. Dividing it into 4 quadrants such as star products, question marks, dogs and cash cows which could allow us to understand the product category to focus on, as well as discontinuation of products which are unpopular amongst customers. (Selfanalysed) Star products: products in high growth markets with high market share. Question marks: products in high growth markets with low market share. Cash cows: Product in low growth markets with high market share. Dogs: products with low growth market with low market share. Relative Market Share Cash generation

High

Star Products T-shirts and Polos Trousers(Casual) Denims/Shorts Swimwear Shoes

Low

Cash usage

Market Growth Rate

High

Cash cows Watches Bagpacks Wallets Sweatshirts

Low Question marks Women dresses Shirts (Formal)

Deodrants Waistcoats Blazers

Dog Products Flip-flops Chinos

Star products Tommy Hilfiger star products include T-shirts, polo shirts, casual trousers, Denims, shorts, swimwear and shoes. Matrix suggests that products (mentioned above) have high relative market share as well as high market growth rate which indicates that the demand of products would be preferred the most amongst other products and also has a great demand in the market respectively. They may generate cash but because of fast growing market, stars require huge investments to maintain their lead. If successful, a star will become a cash cow when the industry matures. (Self-Analysed)

Cash cows Tommy Hilfiger is a mature brand and has been market in for a very long time. When a company matures, eventually its products by which brand is recognized either fall into the category of star products or cash cows. Products falling into the category of cash cows depicts that the company can invest some money because they have low market growth rate but high relative market share. Cash cow products can be used in stabilizing strategy. When cash cows lose their appeal and move towards deterioration, then a retrenchment policy should be pursued. Greater sales of these products can help the company to yield higher revenues. Tommy Hilfiger cash cow products are Sweatshirts / jackets, cardigans, belts, bag packs (Duffel bags/ laptop bags), wallets. (Self-analysed)

Question marks Tommy Hilfiger question marks products include women dresses, Shirts(Formals), deodorants, women waistcoats and blazers. The products have high market growth rate but less relative market share. This represents that the market of these products have a higher demand but Tommy Hilfiger has less share in comparison to its competitors. There is no specific strategy which can be adopted. If the company has dominant market share, then it can adopt expansion strategy, else retrenchment strategy can be adopted. (Self-analysed)

Source: Self

Dog Products According to the matrix, Dogs represent products having weak market shares in low-growth markets. They neither generate cash nor require huge amount of cash as an investment. Due to low market share, these business units face cost disadvantages. Company should divest money in these category of products and should also liquidate their market share in such products. Products falling into this category for Tommy Hilfiger are very less such as flip-flops. (Self-analysed)

ANSOFF Matrix ANSOFF Matrix, also called Product/market expansion grid, is a tool used by firms to analyse their strategies of growth and expansion. The matrix explains 4 strategies that can be used by the firms to grow and also helps in recognizing risk management. (Self-analysed) The four strategies of the ANSOFF Matrix are: 1. Market Penetration: This focuses on increasing sales of existing products to an existing market. 2. Product Development: Focuses on introducing new products to an existing market. 3. Market Development: This strategy focuses on entering a new market using existing products. 4. Diversification: Focuses on entering a new market with the introduction of new products. *Of the four strategies, market penetration is the least risky, while diversification is the riskiest. Tommy Hilfiger has an aggressive marketing strategy that involves advertising and promoting the brand on every digital and traditional platform. Tommy Hilfiger promotes the brand through billboards, advertisement on social media, celebrity endorsements etc. (Self-analysed)

Market Development Market development is a strategic method which is done by introducing methods or products that would cater to the consumers through existing products in an existing market. (1) The firm owns proprietary technology that it can leverage into new markets. (2) Potential consumers in the new market are profitable. (i.e., they possess disposable income). (3) Consumer behaviour in the new markets does not deviate too far from that of consumers in the existing markets. Tommy Hilfiger collaborates with Coca-Cola to reissue rugby T-shirts. In the mid1980s, Tommy Hilfiger created the first-ever Coca-Cola Clothes collection. The line of licensed leisurewear, anchored by the trendsetting Coca-Cola long-sleeve rugby shirts, which was an immediate hit with millions of Americans and helped kick-start the pioneering Tommy Hilfiger’s career. Now, more than 30 years later, Hilfiger and CocaCola are reuniting to reissue these signature styles with a contemporary look fusing fashion and pop culture for a new generation. The Tommy Jeans CocaCola capsule collection for men and women has a combined logo of Coca-Cola and Tommy Hilfiger.

Product Development Product development is a strategic approach to innovate products in order to cater to the same market but in a more effective and efficient way. The strategy typically involves extensive research and development and expansion of the company’s product range. The product development strategy is employed when firms have a strong understanding of their current market and are able to provide innovative solutions to meet the needs of the existing market. (Selfanalysed) Tommy Hilfiger collaborates with Pvilion Tommy Hilfiger’s first foray into the wearable tech world comes in the form of two solar-powered jackets released for the holiday 2014 season in collaboration with Pvilion. (Arthur R. 2014) Designed for both men and women, the limited-edition styles charge electronic devices like your smartphone or tablet by converting energy from a series of removable solar panels attached to their backs. The detachable Pvilion solar panels snap easily on and off the back of the limited-edition jackets, while a cable running discreetly through the garment’s lining connects the panels to a removable battery pack in the jacket’s front pocket. A special snapflap closure provides easy access to the battery pack, and its double USB port allows the user to conveniently connect it with up to two mobile phones, tablets or e-reader devices via USB cord. The battery pack can also be charged via a laptop or external power outlet, and when not in use, it stores energy for use at a later time. (Arthur R. 2014) The water resistant, lightweight removable solar panel unit is made with flexible amorphous silicon technology developed by Pvilion. When exposed to full sunlight, the high output solar cells can fully charge the battery pack which, in turn, can fully charge a standard 1500mAh mobile device up to four times. (Arthur R. 2014)

Market Penetration

In a market penetration strategy, the company uses its products in the existing market. In other words, a firm is aiming to increase its market share with a market penetration strategy. The market penetration strategy can be executed in a number of ways: (1) Decreasing prices to attract new customers. (2) Increasing promotion and distribution effort. (3) Acquiring a competitor in the same marketplace. “Tommy Now”, its “see now, buy now” initiative, where clothes shown on the runway are available to buy right away, doing so in a world where technology means consumers want instant shopping satisfaction. (Handley L. 2017) Tommy’s “see now, buy now” collection was launched with Gigi Hadid’s runaway catwalk show which could be witnessed via virtual reality experience in the stores. Using a Samsung GearVR headset, shoppers can watch a 360-degree, three-dimensional version of the runway as though they’re sat on the front r:ow. “From the incredible set and music to exclusive backstage moments, consumers will be able to watch the clothes move and see the collection in the original show environment – it’s a compelling and interesting elevation of the traditional shopping experience.” Tommy Hilfiger quoted. (Arthur R. 2015) (Source:bandt.com)

Diversification In a diversification strategy, the firm enters a new market with a new product. Although such a strategy is the riskiest, as both market and product development are required, the risk can be mitigated somewhat through related diversification. The diversification strategy may offer the greatest potential for increased revenues, as it opens up an entirely new revenue stream for the company – accesses consumer spending dollars in a market that the company did not previously have any access to. (Self-analysed) In 2013, Tommy Hilfiger expanded its line of home products with a planned launch of new home décor line in USA. Under a licensing agreement with Li and Fung USA, Tommy Hilfiger launched a new line which will feature products inspired by the brand’s signature “classic American cool sensibility with a twist” and will be sold in select Tommy Hilfiger stores, Macy’s, and other department and specialty stores. “Li and Fung USA is a category leader in the home décor market,” Anne Marino, president of licensing for Tommy Hilfiger at the time, said in a statement. “Their strong reputation in design and sourcing makes LF USA the perfect partner as we continue to develop a greater product range and distribution strategy for our home line.”

Source: (Amazon. com)

Co-branding Tommy Hilfiger collaborates with Vetements Founded in 2014, Vetements quickly became one of the most beloved streetwear brands by the fashion industry. It's impossible to go to a single Fashion Week without seeing a street style star sporting the luxury streetwear brand. The celebrity designer presence of Demna Gvasalia, who is also the artistic director for Balenciaga, helps the brand's social profile as well. (Fraiser K. 2017) American lifestyle brand Tommy Hilfiger and Zurich based streetwear brand Vetements integrates for a unisex collaboration debuting 2017 Fall. They have approached an international luxury streetwear label for a collaboration that would benefit Tommy Hilfiger to have their name on the street and gain potential clients and followers of Vetements. (Fraiser K. 2017) TOMMYXVETEMENTS “I was very excited. What they’ve done is quite genius. They have their own rule book. They do what they want and do it when and how they want,” said Hilfiger in a phone interview” The line will be at a much higher price point than Tommy Hilfiger's traditional items, skewing more towards the Vetements price range. Socks will start at 102 dollars and 80 cents and hoodies will go for up to 1190 dollars and 60 cents. The collaboration is only one-off set for one season, but Vetements is open to potential for future collaborations. (Fraiser K. 2017)

Co-branding Tommy Jeans teamed up with A Bathing Ape Tommy Hilfiger is teaming with streetwear pioneer A Bathing Ape on a capsule collection of men’s wear. The Tommy Jeans x Aape by A Bathing Ape line will include polos, denim jackets, T-shirts, footwear and other accessories that draw their inspiration from Nineties hip-hop and street culture. The collection features a red, white and blue color palette and includes Ape’s Moon Face logo and camouflage patterns. The apparel silhouettes are oversize and the sneakers are chunky-soled and color-blocked and feature a Tommy Jeans x Aape by A Bathing Ape flag logo. (Palmieri J. 2020) T-shirts will retail for 87 euros to 99 euros, hats are 87 euros to 105 euros, polos are 123 euros, shorts are 159 euros to 174 euros, sneakers are 265 euros and the denim jacket is 349 euros. Aape is a diffusion line that was created by A Bathing Ape in 2012. It is targeted to a younger, hipper customer and its logo is also an updated version of the company’s signature round ape face. (Palmieri J. 2020)

Co-branding Tommy Hilfiger partnered with Coco cozy and Kelly Cole Tommy Hilfiger partnered with Cococozy and Kelly Cole to design limitededition specialty product that complements the Surf Shack capsule collection. Celebrating a love of West Coast style and inspired by the unique vibe of American surf culture, the dynamic Surf Shack program includes a dedicated capsule collection for men and women emphasizing the après-surf lifestyle; limited-edition surfboards designed in collaboration with Art Production Fund (APF) and five contemporary American artists; and the cross-continent Surf Shack bus tour and pop-up shop. (Anon 2013)

Brand Collaborations Tommy Hilfiger collaborated with Foxtail Coffee co. for new store concept

Shoppers at the Tommy Hilfiger store there will be able to fuel up on some of Orlando's finest locally roasted coffee from Foxtail Coffee Co. as they shop the latest collections. (Anon 2018) As part of the debut collaboration, Foxtail will have a café space inside the store, serving up the hand-crafted beverages that have made the coffee shop an Orlando favourite. The café will also offer light food options and will integrate elements of the brand's signature style into the shop. (Anon 2018) "When you think classic, cool American style, you think of Tommy Hilfiger," says Alex Tchekmeian, Foxtail's co-founder. "We're humbled Foxtail has become an integral part of the Orlando community, and we could not be more excited to work with the brand to serve great coffee to even more people here."

Brand Prism In 1996, Jean-Noël Kapferer aimed to conceptualize what he considers the six elements of a brand’s identity. The Brand Identity Prism works as a diagram to help us understand these elements and how they relate to one another. Together, Kapferer argues, the elements help businesses build strong brands, which in turn helps them communicate clearly and transparently and be easily remembered and recognized. (Lombard C. 2018) The key elements of Kapferer’s model are as follows: 1. Physique 2. Personality 3. Culture 4. Relationship 5. Self-image 6. Reflection

The Brand Identity Prism places these six elements in relation to each other by taking into consideration their position between the business (Sender) and client (Recipient), and vice versa. The areas defined between these points range from internal (Personality, Culture, Self-image) to external (Physique, Relationship, Reflection), and many paths can be drawn to join each area. (Lombard C. 2018) According to Kapferer: “Strong brands are capable of weaving all aspects [of the prism] into an effective whole in order to create a concise, clear, and appealing brand identity.”

Physique: Refers to how we define the brand and how it will manifest, including its visual features—visual cues that help consumers to identify the brand. Iconic American Brand with matching colors of American Flag Red, Blue and White through which the brand is easily recognizable. (Self-analysed) Personality: Personality refers to the traits of the brand in the eyes of the consumer. People find Tommy Hilfiger as aspirational, accessible and affordable. People who like to wear Tommy Hilfiger are brand-oriented people with an affection towards stylish casual wear. These people are generally found in the entertainment industries. (Self-analysed)

Culture: According to Kapferer, culture is the set of values that feed into or set a foundation for the brand. Values at Tommy Hilfiger suggests to waste nothing and welcomes all. This shows brand’s affection towards the consumers and the society. Tommy Hilfiger has an optimistic environment in the workplace and outlets. This directly talks about the type of people who represent Tommy Hilfiger have a positive outlook in life and generally promotes healthy culture. (Self-analysed)

Self-Image: Self-image relates to the way in which customers see themselves in a particular brand. Brands can use self-image to their advantage by incorporating it into their identities. Tommy Hilfiger consumer would see them self- as stylish, young and modern, trendy as well as entrepreneurial. A person wearing Tommy Hilfiger clothes would mostly be extroverts, people who are communicative and people who are passionate about discovering new things. (Self-analysed) Reflection: Reflection is a set of stereotypical beliefs or attributes of a brand’s target market, which is often highlighted in ads and other communications. Reflection is how brand portrays itself to the audience, for Tommy Hilfiger it is being innovative, being progressive and emerging as trend-setters. Also, Tommy Hilfiger has positioned itself as a futuristic and eco-friendly brand that believes in promoting society as well as the people. (Self-analysed)

Relationship: The final element of Kapferer’s Brand Identity Prism is about the nature of the relationship between the brand and its consumers, including both abstract aspects of the relationship as well as more tangible aspects. Consumers trust products and services of Tommy Hilfiger. Tommy Hilfiger has always targeted to emerge as a people’s brand. Tommy Hilfiger has a positive relationship with society and the people as it showcases itself as a proud American brand. People choose TH as it represents trustworthiness in their product and services. (Self-analysed)

Brand Audit A brand audit is gathering all the pieces of your brand and assessing their worth individually and as a whole. It’s to see what you have, what needs work, and what needs to be created. A brand audit is a good tool for analyzing what’s working and should be used for strategic expansion. (Kellermeyer S. 2020)

Target audience For Tommy Hilfiger, target audience has always been men, women and children, and recently people with disabilities. Tommy Hilfiger is a high end luxurious brand which caters to upper middle class and higher.

Goals Tommy Hilfiger has exclusive goals that it targets to achieve. Some of the goals are: Make it possible Make it Possible is a Forward fashion strategy, a set of 15 principles designed to reduce negative environmental impacts to zero, increasing positive impacts to 100 and improve lives of more than 1 million people across the company’s (PVH) value chain. “Make it Possible is one way we will work together to make a meaningful and lasting contribution towards a better fashion industry. Tommy Hilfiger has a decades-long trackrecord for driving a more sustainable future, including pioneering low impact denim processes, championing water stewardship, and creating more inclusive collections,” said Martijn Hagman, CEO of Tommy Hilfiger Global and PVH Europe. (Velasquez A. 2020) Source: (PVH.com) With the motto “Wastes Nothing and Welcomes All,” by 2030 the program aims to make fully circular products; operate responsibility in regards to “planetary boundaries” such as climate change, land use and chemical pollution; be an “always inclusive, completely accessible” brand; and create equal access to opportunity for all at Tommy Hilfiger. (Velasquez A. 2020)

Circular Business Circular business models are a significant part of the Tommy Hilfiger business. A key achievement in the brand’s sustainable journey has been reducing usage of water and energy for 2 million denim garments by adopting low-impact finishing technologies. (Velasquez A. 2020) To date, more than 80 percent of Tommy Hilfiger designers have been trained on circular design strategies, and in 2019, 72 percent of cotton used globally came from more sustainable sources. (Velasquez A. 2020) Made for Life By 2030, Tommy Hilfiger aims to reduce the carbon footprint of its value again ahead of science-based target requirements, recycle or re-use all of its waste and use water sustainably, by ensuring that water leaving wet processors will have zero hazardous chemicals and will be filtered for microfibers, and by working with others to preserve water resource in high-risk basins. (Velasquez A. 2020) Tommy Hilfiger will shift to 100 percent renewable electricity by 2025 for its offices, warehouses and stores. It aims drive a 30 percent reduction in our supply chain emissions by 2030. (Velasquez A. 2020) Welcome everyone Through Make It Possible, Tommy Hilfiger is also setting goals to help make all consumers feel comfortable in its products and offer an accessible brand experience across all sales, distribution and marketing channels. (Velasquez A. 2020) Tommy Hilfiger also shared its inclusive retail proposition for its stores and showrooms with wholesale partners. In terms of product, the brand will offer options in inclusive formats by 2022 and adaptive versions by 2025 across all Tommy Hilfiger product categories. (Velasquez A. 2020) Opportunity for all Tommy Hilfiger is setting goals to reinforce this inclusive approach in its own operations and workforce. Steps include implementing an inclusive hiring policy to ensure a more diverse candidate pool for every role. Brand will roll out unconscious bias training and digital literacy programs to reach all Tommy Hilfiger associates globally in offices, stores and warehouses. (Velasquez A. 2020)

Supply Chain Management Supply Chain Management Logistics and distribution Global Footprint

Supply Chain Management Supply Chain Management is the management of the flow of goods and services which includes all processes included in transforming raw materials into the final products. It involves the active streamlining of a business’s supply-side activities to maximise customer value and gain a competitive advantage in the market. (Fernando J. 2020)

Source: Reconteur.net Tommy Hilfiger capabilities for worldwide procurement and sourcing, enables the brand to deliver to the customers with high quality goods at an attractive value and on a timely basis. Establishment of a global supply chain that can adjust with the evolving business needs and in response to changes in the geopolitical environment. (PVH report 2019) Factory base is diverse at PVH and extensive established network of worldwide sourcing partners enables Tommy Hilfiger’s approach is in order to meet customers' needs in an efficient manner without relying on any one vendor or factory or on vendors or factories in any one country. (PVH report 2019)

Manuel Chirico, chairman and CEO of Tommy Hilfiger describes its company’s supply chain as ‘‘one of our key competitive advantages” adding ‘‘we have strong relationships with our long term partners”.

PVH

Tommy Hilfiger

Calvin Klein

(Brand)

Tommy Hilfiger North America

Calvin klein North America

Heritage Brands wholesale

Tommy Hilfiger International

Calvin Klein International

Heritage brands retail

Heritage brands (Owned brands)

In 2019, Global Retail Sales of Tommy Hilfiger accumulatively for TH North America and TH international for products sold under every TH brand was $9.2 Billion. Tommy Hilfiger business comprises of 2 segments: Tommy Hilfiger North America- which includes all wholesale, retail, ecommerce and licensing operations for the brand in United States and Canada. Tommy Hilfiger International—which includes all wholesale, retail, ecommerce and licensing operations for the brand in Central and east Asia, Asia Pacific, Europe, Middle East, Africa and Latin America.

Tommy Hilfiger North America and Tommy Hilfiger International segments enables the brand to sells products through a variety of distribution channels. Wholesale: Principally consists of the distribution and sale of products in North America, Europe and the Asia Pacific region under the Tommy Hilfiger brands. In North America, distribution is primarily through department stores, warehouse clubs, and off-price and independent retailers, as well as digital commerce sites operated by the department store customers and pure play digital commerce retailers. In Europe and the Asia-Pacific region, distribution is done through department and specialty stores, and digital commerce sites operated by department store customers and pure play digital commerce retailers, as well as through distributors and franchisees. (PVH report 2019)

Retail: Principally consists of the distribution and sale of products under the Tommy Hilfiger brands in the stores in North America, Europe and the Asia-Pacific region, as well as on the tommy.com sites, operated in over 30 countries. Stores in North America are primarily located in premium outlet centers. In Europe and the Asia-Pacific region, Tommy Hilfiger operates full-price specialty and outlet stores, as well as select flagship stores and concession locations. (PVH Report 2019)

Licensing: Tommy Hilfiger provides license to third parties globally for a broad range of products through approximately 25 license agreements. It helps in providing support to the licensees and seek to preserve the integrity of the brands by taking an active role in the design, quality control, advertising, marketing and distribution of each licensed product, most of which are subject to the prior approval and continuing oversight. The arrangements generally are exclusive to a territory or product category. Territorial licensees include our joint ventures in Brazil, India and Mexico. (PVH report 2019)

PVH owns a 50% economic interest in a joint venture, Tommy Hilfiger Arvind Fashion Private Limited (“TH India”). TH India licenses from one of the subsidiaries the rights to the Tommy Hilfiger trademarks in India for certain product categories. Arvind, our joint venture partner in PVH Ethiopia and CK India, is also our joint venture partner in TH India. PVH made payments of $3 million to TH India during 2017 to contribute in the share of the joint venture funding. (PVH report 2019) PVH owned 40% economic interest in a joint venture, Tommy Hilfiger brazil in 2012. PVH acquired an approximately 1% additional interest for $300,000 in 2017, increasing economic interest in TH Brazil to approximately 41%. TH Brazil licenses from one of the subsidiaries, the rights to the Tommy Hilfiger trademarks in Brazil for certain product categories. PVH made payments of $3 million to TH Brazil during 2017 to contribute the share of the joint venture funding. PVH also issued a note receivable to TH Brazil in 2016 for $12 million, of which $6 million was repaid in 2016 and the remaining balance, including accrued interest, was repaid in 2017. (PVH report 2019)

Logistics and Distribution Companies supply chain relationship in Central and East Asia has been managed by Li and Fung, Honk Kong based consumer based design, development, sourcing and logistics organization. Tommy Hilfiger (PVH) has many collaborations for logistics all around the world, the most efficient distribution channel is of Li and Fung in Asia pacific. (self-analysed) Spencer Fung, group chief executive of Li & Fung, said that the alliance would give it “the opportunity to create what we see as the supply chain of the future”.

Daniel Grieder, CEO Tommy Hilfiger Global and PVH Europe commented: “Our focus is to create a more effective and efficient supply chain that will enable us to adapt and evolve so we can stay ahead in our rapidly changing industry. This transformation in our sourcing strategy is an important step in our initiative to improve speed to market and for the faster integration of consumer insights into our new collections.”

Brand Research Consumer Survey Consumer review research Employee review research Expert interview

Research Objective: To do a study on buying behaviour of customers for Tommy Hilfiger Research Design: Descriptive Research Data Collection Method Secondary Data

Primary Data

Qualitative

Quantitative Survey Open ended and close ended Sample Size: 250 Sample Unit: Male/Female (19-60+) Sample Frame: Delhi/Ncr Sampling Technique: Snowball Sampling, Judgemental Sampling.

Consumer Review Analysis Sample size: 350 Sample unit: Male/Female

Expert Inteview: 2 DILO (Day in life of a customer) : 5

Data Collection Method Online (Internet) Magazines Brochures Annual Reports Financial Reports Journals

Consumer Research Consumer Research helps us to determine the wants and needs of the customers. Qualitative study could help us understand the areas to work on and make desired changes in our project. Quantitative study also helps us to determine the target market and demographics where we could invest more. (Self-analysed) Consumer Research analysis is usually conducted on both qualitative and quantitative level. Quantitative Study: Quantitative Research is used to quantify the problem by way of generating numerical data or data that can be transformed into usable statistics. It is used to quantify attitudes, opinions, behaviours, and other defined variables – and generalize results from a larger sample population. - Consumer Survey Sample size: 100 Sample unit: Male/ Female/ Teenagers Sample frame: Delhi/ NCR Sampling Technique: Snowball sampling/judgmental sampling - Consumer review analysis Qualitative study: Qualitative Research is primarily exploratory research. It is used to gain an understanding of underlying reasons, opinions, and motivations. It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research. - DILO - Expert Interviews

Q) What’s your gender?

Gender

A) 63 people out of 100 are men and rest 37% are female.

37%

Male Female

63%

Q) What’s your age?

AGE Teen

Youth

Adult

Retired

33% 56%

A) 56 people out of 100 are youth (2035) who are inspired by the brand followed by 33 adults (36-59). Rest 9 people are retired (60+) and 2 are teenagers (13-19).

Q) How frequently do you shop for apparels and accessories? A) Mostly people who buy Tommy Hilfiger shop on a monthly basis (32 people out of 100) followed by and quarterly (27) and halfyearly (24). 7 people out of 100 like to shop weekly and rest 10 people yearly.

FREQUENCY Weekly 7%

Yearly(Annually) 10%

Half-yearly 24%

Monthly 32%

Quarterly 27%

Q) How much do you spend when you’re shopping?

Expenditure Rs 5000 or less

Rs 5,000-10,000

Rs 10,000 -20,000

Rs 20,000 - 30,000

Rs 30,000 - 50,000

Rs 50,00 - 1,00,000

A) Tommy Hilfiger customers are willing to pay Rs 5,000-10,000 at a time when they are shopping followed by people who would pay a slightly less at once Rs 5000 or less. These could be the people who shop on a weekly basis as well. 14 people have a budget of Rs 10,000-20,000 followed by 10 people who would pay Rs 20,000-30,000. 4 customers are ready to pay higher and fall under the bracket of Rs 30,000-50,000 and a single customer would pay more than 50,000.

Q) Which platform do you usually choose to shop from?

Percentage

54% 52% 49%

Tommy Hilfiger could target more on acquiring Ecommerce platforms and investing in multiple brand outlets. Company websites are the least preferred choice of a customer in India. (Selfanalysed)

13%

EXCLUSIVE BRAND OUTLET

E-COMMERCE WEBSITES

COMPANY WEBSITES Percentage

A) 52% people shop from Exclusive brand outlets (company store). 54% also buy from multiple brand outlets (Shopper’s stop, lifestyle etc) and 49% people buy from ecommerce websites (Myntra, Ajio etc). 12% people buy from company websites.

MULTIPLE BRAND OUTLETS

Q) What image of Tommy Hilfiger do you have in mind? (Multiple selections)

Brand Image MODERN

TRENDY

CASUAL

FORMAL

CLASSY

INNOVATIVE

AFFORDABLE

SUSTAINABLE

12 0

No. of people

Tommy Hilfiger is a very popular brand globally and is recognized as a modern and trendy brand by 40+ people out of 100. Whereas people who shop for casual and formal clothes are 36/100. Tommy Hilfiger can invest more on advertising their business innovative practices since many people are not aware of the brand being innovative and sustainable. Some people find the brand affordable. (Self-analysed)

(Source:wallpaperaccess.com)

Q) What do you prefer to buy from Tommy Hilfiger? (multiple choices) (Responses -97)

Percentage of people 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Shirts/Trousers

Denims/Shorts/Chinos

Dresses

Shoes

Kids wear

Accessories

Percentage of people

58% people like to buy shirts and trousers from Tommy Hilfiger followed by Denims, chinos and shorts 41.2%. 27.8% people would prefer buying dresses followed by accessories (23.7%). Shoes and kids wear are amongst the least choices (17.5% and 13.4%) for Indians to buy Tommy Hilfiger. Brand can focus on these 2 primarily to increase sales in the Indian market. (Self-analysed) Q) Do you notice the enthusiasm amongst employees at the store? (97 responses) 10%

49% 41%

A) 48.5% people said yes followed by 41.2% people who said they might’ve noticed the enthusiasm. 10% disagreed. This shows that brand can connect more with their employees by running programmes for employees benefit. (Self-analysed)

yes

maybe

Q) Rate Tommy Hilfiger on a scale of 1-5 (1 being extremely satisfied and 5 being extremely dissatisfied)? 60

0 Fits

Designs

Quality

Fashionable

Extremly Dissatisfied

Fits Designs Quality Fashionable Pricing Versatility Customizable Innovative Customer Service

Extremely Dissatisfied 7 6 8 7 7 5 5 6 6

Pricing

Dissatisfied

Versatility Neutral

Customizable

Satisfied

Customer Service

Extremely Satisfied

Dissatisfied Neutral

Satisfied

11 13 10 12 22 14 21 13 14

48 46 38 46 25 41 39 35 42

22 17 16 24 43 31 29 31 25

Innovative

Extremely Satisfied 12 18 28 11 3 9 6 15 13

Measures of calculation are done for different aspects. 40% people are satisfied with the services followed by 26.5% people who have neutral opinions about the brands aspects.12.5% people are extremely happy with services of Tommy Hilfiger whereas 14.5% people are dissatisfied. 6.5% people are extremely unsatisfied with the services of Tommy Hilfiger. (Self-analysed)

Overall

Consumer review analysis Tommy Hilfiger has wide spread network when it comes to consumers as it caters to men, women as well as children. Consumer review analysis helps us to determine the behaviour of consumers towards our product. Consumer review analysis for Tommy Hilfiger includes suggestions and opinions from people all across the globe. Consumer review analysis has been done on 2 levels: 1) Good reviews 2) Bad reviews

REVIEW ANALYSIS (PROS) Variety 12%

Affordability 6% Quality 27%

In store experience 4%

Value for money 11% Fashionable 40%

 80/200 find Tommy Hilfiger fashionable, trendy and stylish followed by 55/200 people who has commented on how they like the quality of Tommy Hilfiger products.  22/200 people find Tommy Hilfiger value for money.  23/200 people has shown affection towards the variety of products that Tommy Hilfiger offers.  11/200 find Tommy Hilfiger affordable.  9/200 people expressed likeness of amazing in-store experiences.

Consumer review analysis Tommy Hilfiger has some bad reviews that should be taken into consideration and rectified as quickly as possible.  57/150 people have commented on bad delivery service. Packages took days to get delivered and sometimes customers never got the package.  34/150 people commented on how Tommy Hilfiger products have been color- bleeding.  31/150 people find Tommy Hilfiger products expensive.  12/150 people has identified negligence in terms of customer service.  10/150 noticed impolite attitude at stores by Tommy Hilfiger employees.  6/150 have been misinformed about offers on online platforms.

Impolite attitude at stores 6% Expensive 21%

Color-bleeding (in products) 23%

Bad delivery service 38%

Mis-Information 4% Negligence 8%

Expert interview Expert Interview 1 Mr. Avinash (Owner of Intexso biochem) Q) Where is your Biochem unit? A) It is situated in Pahlghar district, Madhya Pradesh, India. We’re the sole authorised distributor of Heiq Viroblock Technology in India. Q) What is Heiq viroblock technology? A) Heiq Viroblock NPJ03 is an anti-viral technology which is infused in the garments to make it virus and bacteria-free. Q) Is it effective for SARS- CoV-2? A) This technology is anti-viral as well as anti-bacterial. It has been proven 99.99% effective for corona virus. Rapid anti-viral effect demonstrated in 2-5 minutes. Q) So it is helpful to deal with other viruses as well? A) Yes, it treats H1 N1, H5 N1, H7 N3, H7 N9, H3 N2 (Human-Influenza viruses) and many others.

Q) And how do we use this technology? A) The process is very simple, we infuse it in the garments during production, in the padding and exhausting process, we dip the garments in the anti-viral technology. Q) How much dosage is required for certain units of clothes? A) 7% dosage for good performance, 8.5% for strong performance and 10% for maximum performance in1kg of apparel and home textiles. (10% in face masks etc) Q) How long does it stay in a garment? A) Upto 30 gentle washes at 140’c for washable fabric. Resists upto 5 dry cleaning for woollen fabrics. Q) How eco-friendly is the product? Does it have any bad impact on the nature? A) It is certified as safe and sustainable (72% bio based carbon). It is also recyclable.

DEFEND Collection Introduction (Rationale) DEFEND collection    

WGSN research Tech pack Logistics and SCM Spring/summer Collection

DEFEND collection(research) Sales and Distribution International Business Strategies Ansoff Matrix (Product development)  Target Group

DEFEND collection DEFEND Collection is an idea for today, however, also the saviour for tomorrow. Tommy Hilfiger has made a substantial amount of investment to stay environmental-friendly so idea is to create a product that would cater to healthcare segment by launching the DEFEND collection. DEFEND collection is the pragmatic solution to the today’s world scenario. DEFEND collection would be able to keep up with Tommy Hilfiger’s image as “For the people” brand. DEFEND collection would help people get through

these tough times of pandemic as well as would cater to the health and hygiene standards in upcoming years. (Self-analysed) HeiQ Viroblock NPJ03 is a Swiss technology that provides anti-viral and anti-bacterial finish that can be infused in the garment. Heiq Viroblock NPJ03 has been proven effective against SARS- Covid-19 and helps destroy 99.99% viruses.  DEFEND collection would be using eco-friendly fabric and would use hygienic measures to keep up with the brand image.  DEFEND collection would contain variety of colors and high quality sustainable fabric that could also use 3D design technology.  DEFEND collection is eco-friendly, cost-effective and would be the future of fashion industry.  Summer Jackets (Special edition) would include pockets designed to keep masks and sanitizers.

(Source: unsplash.com)

# Following products are included in the DEFEND collection. S No.

Garments

Styles/Quantity

Protective Summer Jackets

T-shirts

Trousers

Shorts

Shirts

Gloves

Shoes

Mask

Bags

WGSN Research WSGN is a trend forecasting company (parent company-acsential) that provides research on upcoming trends. WGSN research has enabled us to bring in some excellent insights as to what theme should be chosen to launch DEFEND collection, what colour pallets should be used and also provided in-depth understanding of trend forecasting in a business organization. (Self-analysed) According to WGSN, there are 3 different types of colour and design themes that projects the depth of the collection.  Transform: Transform offers a sustainable vision of the future amid a world of crisis, marrying nature with science.  Home-spun: Modern concepts of minimalism offering contemporary take.  Game scape: Blur the lines between physical and digital in the game-scape trend. For Tommy Hilfiger I’ve chosen transform as it best suits the brand. Transform trend is the most suitable with the brand’s portfolio as it provides a vision of sustainability, so as Tommy Hilfiger. Also, the colour combinations and designs are inspired by the nature. It also embraces customization and upcycling.

Tech Pack Tech pack refers to the blueprint of the garment or accessory design. Production factories use tech pack in order to create designs effectively and efficiently. Tech pack contains detailed information of measurements, bill of materials, time and action calendar, size charts, color-ups and proto review page. Ideation of the healthcare hoodie that comprises of features such as sanitization pockets, anti-viral and anti-bacterial garment with Heiq Swiss Technology NPJ03 that has been tested 99.99% effective for corona virus Tech pack would include precise details which would be further sent for production process. Brand: Tommy Hilfiger

Designer: Self

Season: SS'21

Date: 12/09/2020

Style Name: Healthcare jacket Style code: 11234 Fabric Swatch

Color code: coloro 060-66-06

Sketch

Description: Men summer jacket Main Fabric: cotton fabric Size range: S, m, l, xl, xxl

Time and action calendar Time and action calendar is a popular tool used in apparel manufacturing industry is a technique for tracking and following up of important milestones in preproduction processes to ensure timely delivery within stipulated delivery date. Time and action calendar In shop date

2nd february 2021

Purchase order

1st october 2020

Ship date

1st jan 2021

Quantity

500

Style

Activity

Planned date

Brand: Tommy Hilfiger

Department: Men jacket Actual Latest approval approval by date

Fit Sample

14th oct

2nd fit

28th oct

(Labdip)

14th oct

FPT approvals

15th nov

Pre-production sample

29th nov

GPT sample

29th nov

Bulk fabric inhouse PCD (planned 30th nov cut date) Stitching start 1st dec Final Quality 29th dec Inspection Ship ( ex fcy)

30th dec

29th nov

Remarks

Bill of materials Bill of materials is an important tool to assess quality and nail down your product costing and pricing. It is an extensive list of raw materials, components, and instructions required to construct, manufacture, or repair a product or service. (Grant M. 2020) Ideation of the jacket would include Bill of materials (BOM) which is a crucial part of the tech pack: Bill of materials Date:

Revised Date:

Style:

Health care jacket

Season:

Ss'21

Size range:

S, m, l, xl, xxl

Classification:

Men hoodie

Label: Description:

Tommy Hilfiger

Description

Material

Fabric: Trims:

Group name: Summer Jackets with sanitization pockets, anti-viral fabric and mask and sanitization pockets. Supplier

Quantity

Pima cotton (woven) Organic with viroblock finish, 280 2 mtr GSM Tetra Polyester black metal pocket Shri balaji 1 zipper zipper zippers A to Z trading 2 tags Label (Main)1x 1.5 inch woven co. A to Z trading 4 tags Label(Care) printed pattern co. Olympic 1 zipper Nylon invisible zipper zippers BTA fasteners 2 buttons A to Z trading 1 tag Tags 2x4 inch customized priniting co. Press metal buttons

Price Rs 250/ mtr Rs 1.2/pc Rs 1/pc Rs 0.6/pc Rs 550/roll Rs 5/pc Rs 1/pc

Logistics and SCM

Above map talks about the route describing how the healthcare jacket will be produced in Texport Apparels, Bangalore and will be sent at the Chennai Port, Tamil Nadu by cargo trucks. From there onwards the commodities will be loaded at the docks in cargo ships which would be further sent at Amsterdam Port, Netherlands. From the Amsterdam port, the containers will be loaded in domestic cargo trucks and sent to PVH Venlo Distribution centre, from where, it would be sent to retail outlets all over Europe. Tommy Hilfiger has a phenomenal grasp on the European market as Europe business has been outstanding during 2019. (Self-analyzed)

Spring/summer collection Tommy Hilfiger is designed to fulfil garment requirements of people of every age and its motto is “Waste nothing and welcomes all”. Collection would include silhouettes that are trendy, sporty and serve purpose of athleisure.

In an interview, Tommy Hilfiger quoted “we’ve always been a cleancut sportswear brand from the very beginning. But we’ve put a wink or twist into it.” (Source: unsplash.com)

(Source: fabricartdiy.com)

DEFEND collection would serve as a bridge from what happened during and after covid-19 pandemic. It promises a future of normality.

(Source: pinterest.com)

DEFEND Collection can be worn as an evening casual wear as well as would fulfil daily requirements of customer as well. It can be worn in video conferencing/ online meetings as well as for daily office wear as it is a cotton wear collection and is very comfortable and cosy to wear.

DEFEND collection would target to the masses who like to be modern and trendy and like to experiment with their garments as well as who are willing to invest in fabric innovation and future of sustainabe fashion.

(Source: Self) (Source: pinterest.com)

DEFEND collection would consists of variety of reversible masks and gloves under its umbrella. Masks and gloves would also be infused with Viroblock technology.

Consumer Research (DEFEND Collection) In order to understand the market in which we will be introducing our brand, we conducted a consumer research to determine our target market as well as how to improvise the product to make it more beneficial for our target consumers.

Q) Do you recognise Tommy Hilfiger as an eco-friendly brand that promotes sustainable fashion?

A) 58% people are not aware about the brand’s presence as a sustainable and eco-friendly brand. 42% are aware of the brand’s recognition. Analysis: I believe; Arvind Fashion Retail can run certain campaign/programmes in order to inform people about eco-friendly garments, solar technology usage in terms of production as well as innovation, organic clothing materials and circular fashion. DEFEND collection would be made using 100% organic and upcycled garments that would establish an optimistic approach in the minds of the buyer.

Q) Following are some statements. Comment as per your preference of strongly agree to strongly disagree. Statement 1: Hygiene and sanitation are priority of today and promise of tomorrow. Statement 2: Anti-viral clothes can help to deal with this pandemic. Statement 3: Censors infused in garments can be beneficial for social distancing. Statement 4: Sanitation pocket infused in garments would be helpful.

0 Statement 1

Statement 2 Strongly agree

Statement 3 Neutral

Statement 4

Strongly disagree

A) 65/88 people agreed for hygiene and sanitation being a priority even after the pandemic ends. B) 50 % people think anti-viral clothes would help to deal with the pandemic. C) Most people (45/88) disagreed for infusing censors in the garments. D) 48/88 people agreed that sanitization pockets would be helpful. Analysis: Except installing censors, we had positive reviews to install sanitization pockets and mask pockets in the healthcare jacket.

Q) Do you ever have a problem carrying your mask? Would you like to have a separate provision for mask designed in your clothes? (89 responses) A) 66/89 people agreed that they require a special space in their garment to keep masks. 23/89 people denied.

Yes

Analysis: I believe, separate provision for mask is as important as the garment being anti-viral. Masks are directly related to the clothes that people are wearing. Also, we can infuse Heiq technology in the garments which already exists in the market. It would be product innovation which Tommy Hilfiger generally caters to the market. Q) Choose your style (88 responses):

Classic all rounder

20%

24% 13%

43%

Breezy beach wear Soothing evening wear Comfortable denim wear

Analysis: 43% people want to purchase evening wear as that directly connects to the image of the brand. We can assess that Tommy Hilfiger as always made an impression of being comfortable and would also spice up the style.

Q) How much are you willing to pay for a Tommy Hilfiger jacket that has Viroblock anti-covid finish, sanitization and mask pockets? No. of people 60 50

40 30 20 10 0 6000-7000

7001-8000

8000-9001

9001-10000

10001-12000

12000+

No. of people

A) 52 people are ready to pay Rs.6000-7000, followed by people willing to pay Rs.7001-8000 (24) and Rs.8001-9000 (14) and 3 people will pay Rs.10000+. Analysis: Since mostly people are willing to pay around Rs.7000, we can mark the pricing at 9000 as there are some people who would be willing to pay more the garment being 100% organic. The idea is to benefit the hygiene of a consumer by making anti-viral garments for which people are more inclined to pay for. There are certain people who would even pay Rs.10000-12000 for this technology which gives us the idea of adaptability. People are willing to adapt this in their lifestyle which promises a healthy future for themselves and people around them. This also directly relates to the Tommy Hilfiger’s “Moving Forward Together” campaign. (Self-analysed)

Q) Would you be willing to pre-book products of DEFEND Collection on our website?

48% 52%

Yes

A) 52% are willing to pre book DEFEND collection. 48% denied. Analysis: Since 52 % people would buy the product just by the idea of it, we can upgrade our existing products with the same technology. Furthermore, due to pandemic, our collection would be sold online, or under Tommy Hilfiger’s “See now, buy now” collections that would allow the customers to directly book the products online and get the product delivered at their place within a week. Tommy Hilfiger has a global reach where they have supply chain relationships with highly renowned companies which strengthens this business idea. (Selfanalyzed)

Q) How likely would you recommend DEFEND collection to friends and family? (1 being the least - 5 being the most) 35 30 25

20 15 10 5 0 Scale 1

Scale 2

Scale 3

Scale 4

Scale 5

Series 1

A) 25/85 people are less inclined; 19/85 people are neutral about the thought, 32/85 people are supporting us by popularizing our product. Analysis: As we can analyze that the scale is more inclined towards people recommending our product which increases the potential for DEFEND collection and would also help to manage brand image and recognition.

Sales and Distribution Tommy Hilfiger has a very wide distribution network and has 2000+ retail outlets, multiple brand outlets and shop-in-shops all around the globe across different continents. For DEFEND collection, I’ve narrowed the sales target that would be set across at different retail outlets. I believe, every exclusive brand outlet would have a daily sales target of INR 80,000 on weekends (INR 1,20,000). Brand like Tommy Hilfiger has a great footfall and potential conversions that helps maintain the brand image. DEFEND collection would cater to the segment of people who are carpe diems, people who are brand oriented and fashion enthusiasts. Idea is to collaborate with fashion and travel bloggers who have a good sense of fashion and are willing to popularise DEFEND collection amongst the youth. We can follow this strategy to any country we want to sell our products. List of Fashion Bloggers to collaborate: 1) Komal Pandey: 998k followers on Instagram and 928k subscribers on youtube. 2) Sejal Kumar: 800k followers on Instagram and 1.25 M subscribers on youtube. 3) Riya Jain: 317k followers on Instagram. 4) Santoshi Sethi: 710k Followers on Instagram. 5) Kritika Khurana: 864k Followers on Instagram and 301k subscribers on youtube. We can collaborate with the above mentioned Fashion Bloggers to gain potential customers for our DEFEND collection. They have a vast network of followers and would help us to promote our product. Collaboration will help us attain their followers who would gain an understanding on the image of the brand. Fashion Enthusiasts in India are generally motivated by the people of the local communities progressing their way in a certain kind of industry. For Instance, Kritika Khurana (above mentioned) has been my senior in High School and is still a topic of discussion amongst my peers and has a good sense of Fashion and has always been a motivation. (Self-analyzed)

Integrated Marketing Communications Integrated Marketing Communications (IMC) is a concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear and consistent message. It aims to ensure the consistency of the message and the complementary use of media. (Bagaria A. 2021) There are multiple ways to inculcate IMC strategic approach in our portfolio:  Create Awareness: To popularize DEFEND collection, we will create awareness amongst the people. To do so, Tommy Hilfiger can come up with brand campaigns in India. Since, initial owner was Mohan Murjani, an Indian Entrepreneur himself, it would help strengthen the core at which the brand is based. Collaborations with celebrities in India would turn out to be very beneficial for Tommy Hilfiger as Indian retail market has a huge potential of growth.  Connect people: We can connect with people on our social media platforms and we can also come up with a TH DEFEND user friendly apps. We can also connect with people through organizing an event where we would showcase the collection. Podcasts / online streaming is the most rewarding way to connect with people especially after the pandemic.  Informing the people: Informing the people about what our product is, how efficient and effective it is for today and tomorrow is a greater challenge. We can set up small distribution units all over the target area (such as malls, metros near malls, shopping complexes), that would work as an information centre where people can quickly pick up their orders, or book or ask a query.  Customer Delight: Customer delight experience plays a vital role in IMC strategic approach as it ensures that customer would choose the brand over and over again and word-of-mouth. We can run small events on weekends in malls where we can set up the gamified version of DEFEND collection to catch the eyes of the audience. We can offer free masks, hand sanitizers, gloves, shoe covers to the people who are participating and roll out free wifi to generate coupons for the people passing by.

International Business Strategies Tommy Hilfiger is a world renowned brand and has an extensive distribution network in over 100 countries through retail outlets, franchises and tie-ups. Tommy Hilfiger has a vast distribution network in Europe, North America, Asia Pacific, Latin America. DEFEND Collection caters to health and hygiene which is the most important concern of people especially after the Covid pandemic. DEFEND collection is a state-of-the art designed to embellish and incorporate cleanliness and hygiene in the lives of our customers by introducing anti-viral apparels and accessories made available to them on their doorstep. (Selfanalysed) Healthcare apparel sector has a plausible certainty to rise in upcoming years. The medical apparel market is expected to gain market growth in the forecast period of 2020 to 2027. Data Bridge Market Research analyses that the healthcare apparel market is growing with a CAGR of 7.4% in the forecast period of 2020 to 2027 and is expected to reach $ 19.41 billion by 2027. The rising prevalence of infectious diseases and growing number of surgeries are the major drivers which propelled the demand of the medical clothing market during forecast period. (Data Bridge Research report,2020) Business expansion Medical apparel market has a varied set of clothing under its umbrella which opens up opportunities for expansion of Tommy Hilfiger. The different categories of the medical clothing include professional apparel, patient apparel, specialty apparel, first aid clothing, wraps & towels. The presence of wide range of medical clothing products would satisfy the need of the surgeons, medical staff, nurses and other healthcare workers involved in patient care. (Selfanalysed) DEFEND collection would cater to generic people who are concerned more about their health and hygiene, especially after corona outbreak, as well as to the people working in the healthcare industry. It deteriorates the possibility of people getting infected while they resume their life after the pandemic gets over. (Self-analysed)

ANSOFF MATRIX Product development for Tommy Hilfiger has always been amongst its top priorities. DEFEND collection would cater to the “Moving forward together” campaign of Tommy Hilfiger by assessing the market for potential points of expansion. DEFEND collection might be a need of today, but it is a promise for tomorrow. DEFEND collection focuses on introducing new products into an existing market. (Self-analysed) With the help of product/market expansion grid, we were able to identify methods to ascertain areas of improvement as well as assessing risk management for DEFEND collection. After designing process, we conducted an extensive research in New Delhi, India to analyse the market for important key points to address: (1) Promoting brand’s presence: In New Delhi, India 42% of the people are aware of the brands existence as a sustainable brand. 48% are not even aware that the brand is repositioning itself as a 100% circular fashion brand. Since, Indian market for American Lifestyle brands has turned out to be a potential market for expansion, still Tommy Hilfiger or Arvind Fashion Ltd. Will have to come up with few tie-ups in India for informing people about brand being sustainable. (Self-analyzed)

(2) Digital promotion: India’s E-commerce retail space is the most efficient platform to promote DEFEND collection. Product development matrix generally focuses on how to bring out potential challenges during expanding in an existing market. We want to expand it with the help of Tommy Hilfiger resources across all continents. DEFEND collection caters to the need of people across the globe and also promises a healthier tomorrow. This needs to be infused in the lives of people. Promoting healthier lifestyle and maintaining reasonable strength in the market to pull off the market, which I believe, Tommy Hilfiger has the potential to do. (Self-analyzed)

To make the DEFEND collection more innovative we have come up with a solution with digital billboards for advertising at the airports and malls with Tommy Hilfiger retail shops. We can collaborate with Billion Broadcaster, a media company based in Gurgaon which does digital promotion for different brands like amazon etc. With the help of Billion Broadcaster we came up with a solution that would directly target fashion and travel enthusiasts. (Self-analyzed)

We can install such digital LCD screens in airports outside checking counters, outside lifts in hotels and corporate offices. This would help to stay connected with people who like to stay updated about fashion as well as promote the brand’s image. We can display advertisements in local languages in the area which would help us to target the market in a more effective way. In Airports, it could be multi-lingual which would certainly establish brands global recognition in the eyes of the viewer. (Self-analyzed)

Furthermore, we want to expand the DEFEND collection market initially in Europe since Europe business has shown exponentially remarkable results in 2019. Tommy Hilfiger has a separate fan base in Europe which gives us a head start to promote our DEFEND collection. Europeans tend to wear stylish and aesthetic clothes which directly relates it to our brand’s essence. (Self-analysed) Europe is a strong, continuously growing apparel market, home to some of the world’s biggest and most renowned apparel companies. Europe’s apparel import market was valued at €177.3 billion in 2019, growing at an average rate of 5% a year. The biggest markets within the EU include Germany, France, the UK, Spain, the Netherlands and Italy, together comprising nearly 72% of all EU apparel imports in 2019. (CBI-ministry of foreign affairs) In the west of Europe, is the Netherlands which includes 12 provinces including North and South Holland. We want the DEFEND collection to reach cities like Haarlem, Marken, Delft etc. Although the country has a dense population, it shares a remarkable history of Dutch which can be easily noticed in their way of living. Country is filled with Dutch cheese markets, windmills, wooden shoes, Delft blue earthenware and innovative water management. (Self-analyzed)

(Source: Timeout.com)

Brand Acceptability in Europe is the most significant factor for Tommy Hilfiger Business. People are able to understand the values behind a product made at Tommy Hilfiger, how organically and how sustainably and efficiently the garment is produced which relates directly to the kind of people in Amsterdam who are self-sufficient, hardworking people. Whole country uses eco-friendly modes of transport to work such as bicycles which has effectively reduced carbon footprint over the years promoting a healthier lifestyle. European market would turn out to be a best investment for DEFEND collection to initially expand as they are kind of people who would adapt to such lifestyle. (Self-analyzed) After understanding how people in Netherlands live, we came up with an establishment to promote DEFEND collection in the most effective and efficient ways. We can set up kiosks with digital screens like at “Tommy Hilfiger’s store of the future” and acquiring “Tommy Hilfiger’s see now buy now” collections strategies to promote our DEFEND collection amongst the people.

Target Group Personality of the people who would be the Target Market (TG) of our DEFEND collection would be people who like to acquire fashion in their casual dressing. People who are fashion, art, music and sports enthusiasts who would want their personality to reflect through the clothes they wear. TG of Tommy Hilfiger DEFEND collection is anyone who needs healthcare apparel of any age, it be children, men or women. DEFEND collection fulfils the bridge between wearing healthy and staying stylish. People of 25-45 would be the ultimate TG as they are the ones who would be willing to spend on trendy clothes as well as would also be more active for work than people of any other age group. (Self-analyzed)

E-commerce business management E-commerce- web portal design Predict spring collaboration TMY.GRL messenger ATOBI collaboration

Web portal design To advertise DEFEND collection we came up with the most economical, efficient and convenient way that would help reach the audience. We designed a website to reach the audience (especially during and after pandemic) and would be the most impactful method to gain views and promote our products.

Designing a website would give TH customer an easily accessible data centre where people can set aside their choices and shop them later. It gives the commodities and the brand a lasting value. Website is the best platform to promote as it is a marketing tool of low cost per impression. This means that more people would be engaged to the brand if its easily reachable.

Upgradation in the website To make the website more user friendly, we came up with some pragmatic solutions to be added to the website:  Pre book collections: Tommy Hilfiger’s “See now, buy now” collections can be pre booked or with the help of AI, Tommy Hilfiger promotes its latest collections directly from the runway to the user-friendly VR (Virtual reality) glasses, which now would directly bring customer to our platform. DEFEND collections can be pre booked on the website as well. This gives us an upper edge to bring customer to our platform.  To enhance customer experience, we can gamify the after-billing procedure. This would include a minor game of 2-3 mins just after the customer is done purchasing or booking the product (Like the game in google page when offline). This would increase the customer engagement and also would create a healthy psychological impression of the brand in the consumer’s mind.

Tommy Hilfiger collaborates with predictspring In 2017, Tommy Hilfiger collaborated with mobile commerce leader predictspring to launch mobile app to target the European market. The application offers shoppers in 17 nations and 4 dialects the capacity to, in addition to other things, shop gazes straight from the brand's Instagram feed, including looks from the TommyxGigi capsule collection. The application is likewise the first to coordinate the Hilfiger Club loyalty program. Notable features of Tommy Hilfiger’s mobile app: Shop-the-Look on Instagram – Consumers can easily browse and shop from the Tommy Hilfiger Instagram feed, seamlessly integrated into the app, including styles from the TommyxGigi capsule collection. A “buy button” encourages purchase and makes checkout fast, simple, and secure. Loyalty Card Integration – Members of the Hilfiger Club can login to their loyalty accounts via the app and receive personalized messages, promotions and event invitations. Consumers also have immediate access to loyalty rewards. In-Store Item Scanning – Allows app users to scan tags in-store to check product availability and order items directly through the app. Enhanced Personalized Features – Customers receive push and geo-fence notifications, allowing them to access wishlists, purchase history, and a store locator feature within the app. Analysis: Similarly, we can come up with an application for the Indian market to launch DEFEND collection that would simplify the buying process for customers. We can provide an additional feature where we can provide our customers with an option to choose from:    

Discounts/Coupons/offers Donation for animal wellbeing. Donation for environmental wellbeing. Donation for kids/specially challenged.

This way, we can ascertain the kind of people who are wearing our brand and also would go hand in hand with “for the people” agenda of the brand. This also provides with an emotional satisfaction for the consumer post purchase.

Tommy Hilfiger launches Facebook messenger chatbot Named TMY.GRL (reminiscent of the popular Tommy Girl fragrance of the 1990s) the chatbot empowers customized, adaptable discussions with fans encompassing the Fall 2016 line and its TommyXGigi assortment. Made in association with artificial intelligence platform, msg.ai, it expects to replicate a concierge style of involvement through its automated messages. "Powered by artificial intelligence, TMY.GRL figures out how to comprehend purchaser propensities, setting and goal to more readily anticipate and give the substance, data or engagement consumers are looking for." It has all the capabilities of being individualized, personalized and entertaining experience to engage with TMY.GRL chatbot. (Arthur R. 2016) Tommy Hilfiger orchestrated series of events where they provided innovative solutions to every party involved, starting with designers-employeescustomers-society.

(Source: forbes.com)

Tommy Hilfiger collaborates with ATOBI ATOBI developed a version of application with content focusing on Tommy Hilfiger’s 5 service values (Conversion rate, transaction size, units per transaction, Avg. unit price and traffic). Based on their already existing training material, we created an engaging and intuitive learning experience. Specifically, 6 separate programs, each offering three levels of expertise. (Anon 2020)

(Source: atobi.io) Impact of website on Tommy Hilfiger employees: 

56% of staff felt highly or very highly inspired.



73% of staff were much more conscious about how they sell to and service customers.



85% believe it gives better customer experiences.



67% report extra sales, directly tied to the use of the app.

DEFEND collection(campaign) In order to advertise DEFEND collection, I came up with a campaign that we could run on Facebook, Twitter, Instagram and on other social media platforms. #DEFENDTMY allows us to inform people about our collection and while consumers would promote our collection, they recieve reference codes which they can later redeem or give to their friends and family for additional discounts and promotional offers.

(Source: self)

Bibliography

Author

Year

Warren 2020 L.

anon

3 4

Nichole 2017 s E. anon 2018

anon

Sharp R. 2017

Byrne A.

Gallucci 2018 N.

2019

2020

Headline Denim Brands Turned to Nostalgia and Streetwear for Collaborations in 2020 Difference between the different Tommy Hilfiger collection lines Tommy hilfiger brand book Tommy Hilfiger launches smart clothing to attract customers Tommy Hilfiger’s adaptive clothing offering has arrived in Australia TOMMY HILFIGER JUST ANNOUNCED ITS FIRST SUSTAINABLE DENIM LINE Tommy Hilfiger launches sustainable livestream Tommy Hilfiger unveils innovative clothing line for people with disabilities

Hyperlink

Accessed at https://sourcingjournal.com/denim/deni 30-12-2020 m-brands/top-2020-denim-streetwearcollaborations-levis-wranglerchampion-tommy-jeans-248356/ https://tommyau.zendesk.com/hc/en03-12-2020 au/articles/360035241972-What-is-thedifference-between-the-differentTommy-Hilfiger-collection-lineshttps://issuu.com/ellienicholls97/docs/t ommy_hilfiger_brand_book__1_ https://thesiliconreview.net/marketingand-advertising/tommy-hilfiger-smartclothing-reward-

28-11-2020

https://www.fijivillage.com/fashion/84fr5x/

25-11-2020

26-11-2020

https://graziamagazine.com/articles/tom 22-11-2020 my-hilfiger-new-sustainable-denim-line2019/

https://fashionunited.uk/news/retail/to mmy-hilfiger-to-host-sustainablelivestream/2020092951125

20-11-2020

https://mashable.com/2018/04/06/tom my-hilfiger-tommy-adaptive-disibilityfriendly-clothing/

18-11-2020

Warren 2019 L.

anon

2016

Conlon S

2017

anon

2015

Thomas 2015 K.

anon

Lockwo 2017 od L.

Guyot O.

Davis E. 2017

2019

2018

Tommy Hilfiger Will Switch to 100% 3D Apparel Design Rafael Nadal: Before the Olympics, Tommy Hilfiger's ambassador panics the web Tommy Hilfiger confirms yet another collection with Gigi Hadid Tommy Hilfiger Announces Gigi Hadid as Global Brand Ambassador for Tommy Hilfiger Spanish models Juan Betancourt and Malena Costa strip off during Tommy Hilfiger fashion event in Madrid TommyXLewis launched at Milan Fashion Week Tommy Hilfiger Taps Shawn Yue as Men’s Ambassador in Asia Tommy Hilfiger stages strategic Shanghai show The 10 coolest stars sporting the classic Tommy Hilfiger look

https://sourcingjournal.com/denim/deni 15-11-2020 m-brands/tommy-hilfiger-3d-designtechnology-sustainable-production178866/ https://www.purepeople.com/article/raf 14-11-2020 ael-nadal-avant-les-j-o-l-ambassadeurde-tommy-hilfiger-affole-latoile_a195621/1 https://www.vogue.in/content/tommyhilfiger-confirms-yet-anothercollection-with-gigi-hadid

13-11-2020

https://www.businesswire.com/news/h ome/20151217005041/en/TommyHilfiger-Announces-Gigi-Hadid-asGlobal-Brand-Ambassador-forTommy-Hilfiger https://www.dailymail.co.uk/tvshowbiz/ article-3342563/Models-JuanBetancourt-Malena-Costa-stripTommy-Hilfiger-fashion-event.html

13-11-2020

https://www.esquireme.com/content/3 9121-tommyxlewis-launched-at-milanfashion-week https://wwd.com/fashion-news/fashionscoops/exclusive-tommy-hilfiger-tapsshawn-yue-as-mens-ambassador-inasia-10968442/ https://in.fashionnetwork.com/news/to mmy-hilfiger-stages-strategic-shanghaishow,1010089.html https://www.gqmagazine.co.uk/gallery/tommy-hilfigergigi-hadid-classic-style

12-11-2020

13-11-2020

11-11-2020

10-11-2020 10-11-2020

Paton E. 2017

Murphy A.

2017

Johnsto n R.

2015

Gaffney A.

2019

Bondar enko V.

2020

Webb B.

2020

anon

2017

Arthur R.

2014

Handley 2017 L.

Arthur R.

2015

Anon

2015

A Rock Circus From Tommy Hilfiger Hilfiger: Tommy Now Rock Circus, the catwalk which felt like a concert How a billboard transformed Tommy Hilfiger The $400 billion adaptive clothing opportunity Adaptive clothing for women and men that is stylish and functional Inside Sinéad Burke’s new adaptable clothing marketplace Tommy Hilfiger launches solar panel jackets Tommy Hilfiger's Solar-Powered Jacket - Wearable Tech in Review See now, buy now

https://www.nytimes.com/2017/09/20/f ashion/tommy-hilfiger-london-fashionweek.html https://www.thetimes.co.uk/article/fash ion-rocks-at-hilfigers-circus-ztld0wphz

05-11-2020 05-11-2020

https://www.gq03-11-2020 magazine.co.uk/article/tommy-hilfigersuccess-billboard https://www.voguebusiness.com/consu 02-11-2020 mers/adaptive-clothing-differentlyabled-asos-target-tommy-hilfiger https://www.nbcnews.com/shopping/ap 01-11-2020 parel/adaptive-clothing-women-menstylish-functional-n1225866 https://www.voguebusiness.com/consu mers/inside-sinead-burkes-newadaptable-clothing-marketplace

01-11-2020

https://www.pvilion.com/solar-clothing/ 01-01-2021 https://www.forbes.com/sites/rachelart 01-01-2021 hur/2014/11/20/tommy-hilfigers-solarpowered-jacket-wearable-tech-inreview/?sh=25ca2282566b https://www.cnbc.com/2017/06/19/tom 30-10-2020 my-hilfiger-reinvented-itself-to-createsee-now-buy-now-shopping.html https://www.forbes.com/sites/rachelart 28-10-2020 hur/2015/10/25/hands-on-with-tommyhilfigers-in-store-virtual-realitycatwalk-experience/?sh=7b2c35c13ee4

Hands-On With Tommy Hilfiger's In-Store Virtual Reality Catwalk Experience Tommy Hilfiger https://www.bandt.com.au/tommyintroduces in-store hilfiger-introduces-in-store-virtualvirtual reality reality-experience/ experience

25-10-2020

Palmieri 2020 J.

Anon

2018

Anon

2013

Givhan R.

1996

Velasqu ez A.

2020

Arthur R.

2016

Tommy Teams up with A Bathing Ape Tommy Hilfiger and Foxtail Coffee Co. Partner to Create New Café Store Concept Tommy Hilfiger Celebrates Surf Shack in Los Angeles

https://wwd.com/fashion-news/fashionscoops/tommy-jeans-bape-menscapsule-1203661550/ https://www.qsrmagazine.com/news/to mmy-hilfiger-and-foxtail-coffee-copartner-create-new-caf-store-concept

22-10-2020 20-10-2020

https://www.businesswire.com/news/h 18-10-2020 ome/20130622005028/en/TommyHilfiger-Celebrates-Surf-Shack-in-LosAngeles https://www.washingtonpost.com/archi 16-10-2020 A HIP HOP TO ve/lifestyle/1996/02/11/a-hip-hop-toTHE RUNWAY the-runway/7420bb95-f001-44bc-8e46063c0c4851ba/ Tommy Hilfiger https://sourcingjournal.com/denim/deni 10-10-2020 Unveils New m-brands/tommy-hilfiger-pvh-make-itTargets for a More possible-2030-goals-circularityInclusive and inclusivity-228489/ Circular Business Tommy Hilfiger https://www.forbes.com/sites/rachelart 01-10-2020 launches Facebook hur/2016/09/11/tommy-hilfigerchatbot launches-chatbot-on-facebookmessenger-to-tie-to-gigi-hadidcollection/?sh=35fc2bf22238