TOMMY HILFIGER
NEW STRATEGIC INITIATIVE
Tian Shi / Tianyi Wang Ashlee Cruz / Ryan Castelli Grace Canepa FASM 415
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TABLE OF CONTENTS Company Overview Market Overview Social Media Audit Demographic Segmentation Strategic Target New Strategic Initiative Operational Considerations Market Analysis Communication Plan Promotional Plan Financial Plan Conclusion Appendix
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05 20 30 36 40 45 48 52 56 60 62 64 66
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TOMMY HILFIGER
Tommy Hilfiger occupies a unique position as a premium designer brand offering quality apparel, accessories, and lifestyle products at accessible price points. Tommy Hilfiger markets its products under several brands in order to fully capitalize on its global appeal, as each brand varies in terms of price point, target demographic, and distribution. Brands include Tommy Hilfiger, Hilfiger Denim, Hilfiger Collection, and Tommy Hilfiger Tailored, with a breadth of collections, including tailored clothing, spor tswear, denim, accessories, underwear and footwear. In addition, the brand is licensed for a range of products, including fragrance, eyewear, watches, home furnishings, and womenswear in North America, beginning in Holiday 2016 as well as in various geographic regions.
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1985 Tommy Hilfiger founded the Tommy Hilfiger Corporation with suppor t from The Murjani Group and introduces his 1st collection. The logo is a combination of nautical flags for the letters "T" and "H."
1997
2010
Tommy Hilfiger Inc. began distributing women's clothing at over 400 major department store shops
The company sold again to Phillips-Van Heusen for $3 billion. Hilfiger remains the company’s principal designer, leading the design teams and overseeing the entire creative process
HISTORY
1998
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Tommy Hilfiger launches its bed and bath line; the firm acquires its Canadian licensees and a portion of Pepe Jeans USA for $1.15 billion
1989 Hilfiger left Murjani International in 1989, with Silas Chou instead providing financial backing to the Hilfiger brand, and former executives of Ralph Lauren brought on board as executives of the newly formed company Tommy Hilfiger, Inc
1992
1996
2006
The Tommy Hilfiger Corporation went public, introducing Hilfiger's signature menswear collection
Hilfiger had opened his first store in Beverly Hills by the end of the year
Tommy Hilfiger sold his company for $1.6 billion to Apax Partners
2012 Hilfiger was awarded the Geoffrey Beene Lifetime Achievement Award from the Council of Fashion Designers of America
2016 Hilfiger published his memoir, American Dreamer, in which he reflects on his experiences in the fashion industry from the last 30-plus years 7
MISSION STATEMENT
The Tommy Hilfiger Corporation is dedicated to the living spirit of the American dream. We believe the spirit of youth is our greatest inspiration. Resourcefulness is the key to value and excellence, in making quality a priority of our lives and products.
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OWNERSHIP STRUCTURE Acquired by PVH Corp. in 2010, a global apparel and retail company with more than 17,000 associates worldwide.
DANIEL GRIEDER CEO, Tommy Hilfiger global and PVH Europe
TOMMY HILFIGER Principal Designer
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MARTIJN HAGMAN
CFO, Tommy Hilfiger global and PVH Europe
GERNOT LENZ
COO, Tommy Hilfiger global and PVH Europe
AVERY BAKER
Chief Brand Officer, Tommy Hilfiger global 11
CURRENT REVENUE
TOMMY GLOBAL REVENUES 2015 - $3.37B in revenue ($1.6B in North America) $6.5B in sales 2016 - $6.6B in sales, 4.6B in the US 46% sales from North America, focus on loyal customers 16% raise since 2014
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FUTURE GROWTH PLANS Tommy aims to be one of the leading sustainable designer lifestyle brands.
As part of the Corporate Responsibility program of our parent company PVH Corp., Tommy Hilfiger aims to evaluate all areas of their supply chain – from cotton fields to manufacturing facilities – to identify areas to reduce the environmental and social impacts of production processes. By 2020, Tommy Hilfiger aims to procure 100% of their own cotton from more sustainable sources, meaning cotton that is grown in a more sustainable way or recycled.
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VISION Tommy Hilfiger embedded their rolling vision 2020+, which is based on three pillars. One is being consumer-centric, the second adaptability to change, and the third is placing product as king.
"The stores of the future will not necessarily have racks and shelves of clothing, but they will have video screens where you’ll walk into a store, you’ll touch a screen, you’ll pick an outfit, the outfit will be shown on you, you’ll touch a button, and it will be delivered to your home that day." - Daniel Grieder，CEO, Tommy Hilfiger global and PVH Europe
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W
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T
Strengths
Weaknesses
Opportunities
Threats
Strong brand heritage Exclusive products Loyal customers Strong brand ambassator Future Forward Strong campaigns Wide variety of communication channels New technology adaption
Brand recognition is dated Brand image being not cohesive Irelevent interior design for stores Too many website with repetitive content No connection between instore and web
Product and services expansion International growing market More tech-drive industry
Intense Competition from international brands See now buy now as a fad
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GROWTH?
MARKET OVERVIEW
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COMPETITORS
PRICE/ACCESSIBLITY MATRIX
high
PRICE
Our competitors include all-american brands, street style, denim, and popular retailer Urban Outfitters.
low
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ACCESSIBLITY
high
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DISTRIBUTION CHANNELS 1 1400+
Direct to Consumer Website Brick and Mortar stores
200+
Company owned Franchised
Wholesale Retail
Annual spend on advertising: $160M in 2016
Tommy Hilfiger ranked #6 on L2’s 2016 Digital IQ Index: Fashion, across digital performance benchmarks including site, digital marketing, social media, mobile and tablet. The brand has strong ties to music.
MACY’S (Primary retailer) AMAZON KOHLS BELK NORDSTROM TARGET WALMART MENS WAREHOUSE DILLARDS OVERSTOCK OUTLETS AND MORE
OVER 1600 POS 24
CURRENT PROMOTIONAL ACTIVITIES
INFLUENCERS A$AP ROCKY RIHANNA BRUNO MARS SZA
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BILLBOARD CAMPAIGNS OUT-OF-HOUSE MEDIA Buses, buildings
EVENTS
GLOBAL PRINT ADS
Tommy x Vanity Fair TOMMYXGIGI Virtual Reality Experience NYFW Runways Tommy Pier
"The Hilfigers"
VIDEO CAMPAIGNS TOMMYXGIGI Runway Shows (#tommynow) #TommyJeans / Hilfiger Denim Tommy x Rafael Nadad
TARGETED SEARCH ADS SOCIAL MEDIA RADIO
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CUSTOMER RELATIONSHIP MANAGEMENT
SOCIAL MEDIA GROWTH?
Hilfiger Club loyalty program higher average spending per customer digital membership registration at the counter loyalty system with and without a membership card digital receipt digital vouchers digital customer surveys e-mail updates ecommerce and franchise partner integration Sign ups online and in-store
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SOCIAL MEDIA AUDIT Facebook, Twitter, Instagram, YouTube, and Snapchat are the social media platforms Tommy Hilfiger utilized the most. ouTube and Snapchat are video based, while Facebook, Twitter and Instagram are all image based. Campaign videos are posted too but the major content is campaign images, brand ambassador images, and event photos. Even though Tommy Hilfiger has a hashtag campaign on Instagram and Twitter, no customer photos are posted on the official account, the interaction with customer happened on their website instead of the social media platform. The purposes of the social media platforms are to direct more traffic to the website and generate more sales. They also educate customer about the current activities related with Tommy Hilfiger in the industry. Out of all platforms, Instagram has the most followers (4.2 million) and the most customer interaction rate with 40K – 140K likes and 70 – 400 replies per post. Twitter is also doing good, with a 100% reposting rate, showing the attention customers put on the official account. Content with brand ambassadors like Gigi and Sofia Richie are the most customer interacted posts, proves the fact that the brand is highly celebrity driven. 30
Likes/Post
Reply/Post
Repost/Post
100 - 5.5K
0 - 40
1 - 477
117 - 1.1K
Less than 10
1 - 4,543
0 - 337
N/A
40K - 140K
70 - 400
N/A
Followers
Frequency
Post
10,887,159
1 - 2 post /day
N/A
1.3 M
1 - 5 post /day
7,351
28,003
N/A
217
4.2M
1 - 3 post /day
1,524
N/A
N/A
N/A
14 - 439 (100%)
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Tommy x Gigi Social Media Launch To m m y H i l f i g e r ’ s n e w c o l l e c t i o n TommyxGigi is a purely social media event. For the runway show Tommy Pier and Tommy Land, the collection launched on Instagram prior to the shows to attract customers’ attention. The shows were built as carnivals open for the public and livestreamed on social media. With influencers contributing to event popularity and the social media platforms utilizing the opportunities, the event result in high increase of followers during the two days and higher than average engagement rate.
STRENGTH
OMNI-CHANNEL STRATEGY
Website Tommy Hilfiger’s USA official website is easy to navigate with a fun layout-- it’s where the customer interaction happened. The hashtag campaigns that encourage customers to post their Tommy outfits and tag Tommy is happening on Instagram and Twitter, but the customer photos end up on the website. The website has a social page where selected customer images are posted and assorted into different categories where people are able to only browse the photos they want. This page aligns the website with social media platforms and connect the customers with all three medias. Also on the website, the Tommynow runway show video is played on the page. While customers watch the video, they can use the “save the look” function to shop the runway look instantly. The garment will be automatically added to their shopping cart without the need to pause the video and search the garments on the website. This not only ties back into the concept of “See now, Buy now”, but also increased customer interaction and engagement. It also gives the customers opportunity to experience the Tommy Land SnapShop.
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Tommy Land Carnival Tommy Hilfiger built a Tommy Land in LA for its February runway show. Tommy Land is a carnival with amusement rides, local food trucks, graffiti ar tists, rollerskaters, acrobats, fire throwers, and two surprise musical performances. The show is not about the newly designed collection, rather it’s all about experience and interaction. It’s opened for the industry professionals and also regular customers the day after. This creates an “internet buzz”--it aligns their social media platform with physical experiences and also strengthen the connection between customers and the brand. An app “Tommy Hilfiger Snap: Shop” is developed for the event. Customer can use the app to snap photos of any posters and person and shop their looks directly. It’s the perfect example of omni-channel approach and utilized ever y platform altogether. Tommy Hilfiger won “Best instore customer experiences” because of this event.
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Use of Technology Tommy Hilfiger is tuned into the innovation and technology trend in the industry. Tommy himself believes that the future of fashion retail is in the digital world without much of physical inventory. Tommy Hilfiger has adapted to many new technologies and put them in-store for better customer experiences. The VR goggles are implemented in-store for customer to watch Tommy’s runway show. The Boucepad changing room and lounge enable customers to take photos and submit on Facebook for family and friend to respond. The digital show room has allowed buyers to interact with a touchscreen table linked up to a huge screen on wall to view every angle of the garment digitally. Tommy Hilfiger has used new technology to align physical experiences to the online and digital world.
Retail Store Tommy Hilfiger’s website describes its retail store as reflecting "the brand’s ‘classic American cool’ DNA and the mix of classic and modern influences that epitomize Tommy Hilfiger’s preppy heritage. “ But when customers walk into the store, the wooden floor and the decorations are really dated. Its 80s American classical style is irrelevant to young and millennial customers. And with all the new branding happening on website, m-commerce, and social media platforms, the instore experience is not cohesive. It’s a missing part of Tommy Hilfiger’s Omnichannel approach.
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DEMOGRAPHIC SEGMENTATION
The brand is focused on targeting a 25 to 45 year customer, both male and female. Household income of at least $50,000 On average, 65% of the target market has children and 35% do not. Most of the customers are located in or near the major cities of the US, like New York and Los Angeles.
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FASHION LIFESTLYES
ACTIVITIES & INTERESTS
ENTERTAINMENT
Most of Tommy Hilfiger’s customers are very interested in fashion and stay in-tune with trends. They also have an affinity for vintage clothing and the authenticity of the heritage brand. Tommy customers are very interested in their beauty and health, and have daily regimens to look and feel their best.
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STRATEGIC TARGET Through our strategic initiative, we hope to reach a fashionable young adult who has an affinity for the Tommy Hilfiger Heritage and style. Our Tommy3D customers are very fashionable, and also very conscious of what is happening in the industry. These customers are on board with the idea of being able to customize their clothing and create their own designs, as well as sustainability and the fashion industry moving away from so much mass production. With personal style, attitude, and unique accessories all being very important to our target, this one of a kind experience and garment will hopefully last forever as a timeless piece to express their personality.
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CUSTOMER PROFILE Jason Li
Margot Bonomo
Male, 26 years old
Female, 31 years old Graduated from UCLA Earns $80k annually
Graduated from NYU Earns $75k annually Art Director at Concept Farm New York Although he is very ambitious, he enjoys his weekends in Montauk with his friends, takes too many pictures of his food, and draws and paints in his spare time at his Brooklyn apartment. Experiences are more important to him than material things, but fashion is his one exception to that rule and he makes an effort to look stylish at all times. Has an affinity for classic, preppy, american style but likes to mix it up with street style trends and his own casual twist.
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Marketing Coordinator at Dujour Media Los Angeles, California The cocktail bars are her favorite thing about living in Los Angeles, and she is for sure a foodie. She loves traveling, but works very hard and spends plenty of time having fun with her closest friends. Margot enjoys shopping on apps and E-commerce sites on her ipad and in big city destinations when she is on vacation.
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NEW STRATEGIC INITIATIVE 44
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Supplier SHIMA SEIKI Monroe Township, New Jersey Beginning with the full automation of the glove knitting machine in 1962, SHIMA SEIKI has shown great strides in research, development and production of original hardware and software. Machine MACH2SIR ($169,700) A whole new benchmar k in intar sia knit production, MACH2SIR offers unprecedented speed and efficiency. Maximum knitting speed is increased to 1.4 meters per second. Design System SDS-ONE APEX3 ($3250) A design system that supports all aspects of textile design, from pattern production and colorway evaluation to realistic 3D simulation and final product images.
NEW STRATEGIC INITIATIVE 46
#TOMMY3D Our str ategic initiative is to implement wholegarment 3D knitting machines and 3D body scanners into the retail store that will produce fully customizable sweaters and sneakers in under 30 minutes.
Supplier STYKU Los Angeles, California Styku provides single 3D camera body scanning, visualization, and measuring technology to lifestyle markets in need of precise ways to digitally measure their customer’s body shape and size. 3D FULL BODY SCANNER ($8900) Built on the Microsoft Kinect V2, the world's most powerful 3D Camera. Extracts millions of data points in less than 30 seconds. Automatic turntable that rotates 360 degrees to capture the full body.
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OPERATIONAL CONSIDERATIONS Employees will have one week of training on the machines and the Apex design system. In-house techs will have an additional week training at Shimaseiki’s NJ factory. Any additional maintenance will be done by Shimaseiki’s team from the NYC office. Customers can design their sweaters using Tommy3D app on their mobile devices icludes iPhone and iPad, 3 digital touch screens in the store and Tommy Hilfiger's website. Apex design system available in-store with 3-5 POS systems. Installation will take 1-2 days and the testing will be allotted 5 days, totaling 7 days. Loading and unloading the machine will take 15 minutes per garment.
Human Resources The employees that’s responsible for the Tommy 3D in the New York Flagship store starts with a sales manager, that takes charge of entire process. There will be 10 sales associates trained for assisting designs of the customers and operating the system. They are going to work in shifts, 4 sales associates per shift and 2 shits per day. There will be two technicians working on call for any problems that might happened. Besides all these, extra labors is going to be paid for installation help on the installation days.
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APP/WEBSITE DESIGN SYSTEM Customers are able to design garments online and submit designs for approval through website and apps. An app “Tommy 3D” will be developed for both IPhone and IPad so customer can do it on the go. Tommy is going to offer templates for customers who need design assistance with maximum allowance of personalization. The app is designed with the same aesthetic of Tommy Land and it’s easy to navigate. Customers start with picking their gender and the category of product. Once decided, they can choose to submit their own designs or design with Tommy’s existing flats. With Tommy’s design templates, customers are able to change colors and place graphics to different part of the garments. Again, Tommy offers various selection of graphics including Tommy Land icons, but customers can also design, upload, and place their own graphics on the garments. Tommy also allow customer to changes the sizes and rotation of the graphics. All designs must be saved in the cart and submitted for approval. For the first six months, customer need to come into the store to pick up the garments. The online shopping features will be added later after the six months trial.
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PRODUCTION
OPERATION PLAN
MATERIALS
Post-Modern Couture After creating the look on Tommy3D app, customer’s designs must be submitted and approved online to be knitted. In the 3D body scanner corner, customers could get their measurement data in less than 30 seconds and get their information sent by email. Then it takes 30-90 minutes to create each sweater. Swatches are available for customers to check, yarns would also be displayed in-store. The store star ts at 8am and closes at 8pm. The machine will produce 16-48 sweaters per day if operated past hours. One year will produce 17,520 sweaters. Retail price for each sweater would be $400.
Cotton
Wool
Acrylic MAR
COLORS
L ABOR DAY L AU NCH
PRE-L AU NCH
APR
MAY
JUN
JUL
AUG
SEP
POST-L AU NCH
OCT
NOV
DEC
JAN
FEB
MAR
APR - SEP
Mar ket R esear ch & D evelopmen t Tech on ology S ou r cin g Mater ials S ou cin g Mach in e & D eisgn system Pu r ch asin g App/O n lin e design D evelopmen t Tr an spor tation & I mplemen tation E mployee Tr ain n in g Pr odu ct Testin g Pr e L au n ch Pr omotion s L abor D ay L au n ch Par ty
PATTERNS
Post L au n ch Pr omotion s I n stor e S ales Testin g Available For O n lin e S h ippin g
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MARKET ANALYSIS ONLINE CONSIGNMENT REVENUE
$34B per year in the US 10% growth each year I nve s t o r s s u r p a s s e d $ 4 5 0 million dollar mark over 5 years
Mixing OLD and NEW wWith #Tommy3D Tommy Hilfiger is making a comeback in an unexpected demographic: the streetwear community. Vintage Tommy (especially sweaters) from the 80s, 90s, and 00s are highly coveted and collected by secondhand store owners and fashion bloggers alike. Mixing revived Tommy fashions and new technology will create new, highly customized garments that draw inspiration from the past and the future.
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TECH COMPETITORS
FUTURE
CURRENT 3D printing is a $5B industry projected to be worth $8.6B in 2020.These are companies currently using Shimaseiki's 3D knitting machines. Despite the similar use of technology ,Tommy's logo and brand heritage will stand out against the competition.
Mass manufactures their U Line knits out of house, which sells for an average of $90.
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Has a WholeGarment machine in their Newbury St. flagship to create office-ready jacket cardigans for $350.
Kniterate’s OPENKNIT machine is hoping to make 3D knit printing more accessible to all. Through crowdfunding they are raising money to create a more affordable alternative to Shimaseiki. Currently, Shimaseiki remains the leading and only 3D wholegarment knit machine in the market.
Had 3D printing on-demand in their Germany flagship for shoes.
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COMMUNICATION PLAN The Tommy3D knitting machine is planned to be implemented into the New York flagship store on Labor Day 2018. It’s going to last for 12 months to test out the New York market and see customers' reactions to it. The communication plan runs a total of 14 months, with two months of pre-launch, and 12 month of post launch, while the machine is running in store. The plans include omni-channel marketing strategies with press kit for traditional print and online media, social media campaigns, a design competition for customer interaction, print advertisements with brand ambassadors, and winners of the competition placed in chosen locations in New York and a two days’ launch party event with celebrity and industry professionals on the first days and customer on the second.
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PRE-LAUNCH PROMOTIONS
LAUNCH PROMOTIONS
Press kit The press kit is a one-page ar ticle summarizing information about theTommy3D knitting technology. This press kit will go out to the media in July, two months prior to the launch day, in order to gain attraction from the industr y, give knowledge to the customer about the activities Tommy Hilfiger is planning and for the anticipation of the launch.
Labor Days Launch party Tommy3D knitting is for Fall/Winter seasons, therefore we choose to launch on Labor day 2018. The launch party is going to be two days. The first day is an exclusive event for brand ambassadors, celebrities, invited editors and selected blogger and press. The second launch party is designed for customers for them to have the same experience with industry professionals.
Press kit will be published on traditional print magazines like Vogue and Bazaar and online media such as Business of Fashion.
The launch par ty is going to be designed with similar aesthetic of Tommy Land with decoration in its color palette. The party is going to be livestreamed through Instagram and snapchat story. At the event, guests get to experience and interact with Tommy3D Knitting designs, they are welcomed to design their own Tommy tops and scarves. There will be a photo wall with Tommy Land wallpaper for them to take photos with their own 3D knitting garments. And photo prop in the shapes of Tommy Land icons and with #Tommy3D written on them will be offered. A snap filter is also going to be designed for the launch party, only available in the New York Flagship store. This is for the guests to engage with social medias and remember their night of fun. The goals of the events are to introduce the 3D knitting technology to both the industry and to customers, also to strengthen the relationship between Tommy customers and the New York stores. Tommy Hilfiger is expected to receive as much media attention as possible through the events and create “internet buzz” of them.
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POST LAUNCH PROMOTIONS #Tommy3D social media Campaign The #Tommy3D campaigns is going to be introduced on the launch parties which encourages customers to share their personal designs and 3D knitting garments on Instagram and Twitter. The brand ambassadors like Gigi and Sofia Richie will have their own designs posted on their personal and Tommy Hilfiger accounts for promotions. Selected images from the hashtag campaigns will be posted on Tommy Hilfiger website and in store too. A large digital touchscreen is going to be installed in New York store featuring customer’s campaigns images. Customers can interact with it to find out if their post has been selected and to get inspiration ideas for the design. Design Competition A design competition will be held online. Customer can submit their designs to the competition. The winner gets the 3D knitted garment free and would be featured in Tommy Hilfiger’s printed ads and videos. This competition will increase customer interaction and engage with the brands with the purpose to show that Tommy Hilfiger is customer centric.
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Tommy3D Celebrity Advertisement Campaigns for Tommy3D will be produced. Tommy Hilfiger is going to invite brand ambassadors and celebrities to design their own Tommy clothes and feature them on the adver tisement including prints and videos. The print ads will be put in selected location like the wall in Soho and posters in bus station. Customer can use the Snap and Shop app to shop the celebrity’s designs instantly in any locations. Goals The goals of the communication plan are to promote the new way of customization, to get as many customers involved for more interaction, also to increase social media activity and to gain more industry reviews. For social media activity, increase of followers and contents posted are expected, especially on the days of the launch party. For industry review, Tommy hopes to get as much media attention as possible from both traditional and online media. As for customer interaction, through the promotion activities Tommy hopes to get a high number of submission of the design contest to prove the interest level of the customers.
PROMOTIONAL PLAN L ABOR DAY L AU NCH
PRE-L AU NCH
MAR
APR
MAY
JUN
JUL
AUG
SEP
POST-L AU NCH
OCT
NOV
DEC
JAN
FEB
Magazin es O n lin e Medias Facebook I n stagr am Tw itter Website L au n ch Par ty D emo videos Blog # H ash tag Campaign D esign Competition
Measurements / Objectives Increase of social media followers Increase of #Tommy 3D posts Gain at least 10 non-sponsored publications on Tommy 3D knitting for the first 3 months Have at least 1K people join the design competition Reach the maximum order per day (24 orders in 3 months High activity of Snap and Shop after 6 month
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I n stor e scr een Ads I n stor e Ph otoWall Campaign s w ith Br an d ambassator Billboar d S ign age PR
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FINANCIAL PLAN Financial Plan The total expense of the implementing the new strategy initiative contains the cost of technology, cost of HR, and cost of promotions. For the cost of technology, besides the Shimaseki 3D knitting machine, the design system, the Styku body scanner, and the app development, we also look into the shipping and implementation cost of the machines, the materials needed for knitting and the in-store devices needed for design and displaying. The cost of HR includes the wages for 4 employees per shift working 12 hours per day, two technicians on call working 6 hours per day, and workers helping on installation days. The cost is calculated hourly. For promotions, there are fees to put one-page press kit advertisement in the media, the cost of producing campaigns and advertise them on billboards and signage, the cost of paying bloggers to write about Tommy 3D on their blogs and the launch party. The total expense comes to $2,464,296. Sales Forecast The maximum sweaters one Shimaseiki machine can produce per year is 17,520. The retail price per sweater is $ 400. The maximum revenue is $ 7,008,000. The cost of material to produce one sweater is $3 which’s included in the expense, which would bring around $4.5M increase to the brand from the NYC flagship store only. (This is without the calculation of store electricity consideration) which is a 11.5% increase of sales. After the testing period which is the first 6 months, and after analysis of the customer interest level, Tommy3D will start to accept orders online and start shipping around the country, which would boost the sales even further.
Techonology Shimaseiki Wholegarment Mach2XS Design System Styku Body Scanner Shipping App and Website Development Material Sourcing Instore Digital TouchScreen for Design Instore Digtial TouchScreen (Large) for Display
Techonology $ 116,300 $ 3,250 $ 8,900 $ 695 $ 1,250,000 $ 78,840 $ 4,899 $ 2,332
HR Wages Manager Employees (x4) Technician (x2) Other Labor
HR Wages $ 48,000 $ 185,000 $ 26,280 $ 1,000
Promotions Vogue Womensweardaily BoF Wired Social media Website Blog Producing Campaigns Billboard Signage Launch Party
Promotions $ 345,000 $ 225,000 $ 55,000 $ 50,000 $ 13,000 $ 4,000 $ 12,000 $ 30,000 $ 10,000 $ 3,000 $ 35, 000 Total: $ 2,464,296
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CONCLUSION In parallel efforts of Tommy Hilfiger’s strategy to gain a substantial millennial market share, #Tommy3D will finally put the brand in competition with other high fashion retailers using 3D printing technology. This will update their in-store experience to match their omnichannel presence, which already implements a wide variety of new technology. The in-store 3D printing technology will be available at the NYC flagship for a minimum of 12 months. If successful, it will be implemented online and in other main flagship stores. Although profit isn’t the main goal, this will increase their US sales by 1.5%, or $7M. This will keep the brand on-trend with Tommy Hilfiger collectors and fashion bloggers and increase customer relations. Long term, Tommy3D sweaters will become one of a kind collectors items, pieces of post-modern couture. The NYC flagship store will become a place for music, events, and community to gather, ultimately creating a new Tommy Hilfiger family.
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APPENDIX
Women Flats
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Mens Flats
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