Tommy Hilfiger Fashion Icon Essay PDF

Preview

Summary

An essay on the life of Tommy Hilfiger and his iconic status in the fashion industry. The essay considers how Tommy Hilfiger has made an impact on both the fashion industry and the realm of marketing and how it stays relevant today....

Description

“Who The Hell Is Tommy

 Hilfiger?” Unit:IntroductionToTheFashionBusiness ForFashionMarketing UnitLeader:DrNataschaRadclyffe-Thomas Tutor:TimothyWilliams

SevdaPinarKiratli StudentID:KIR15459982|BA(Hons)FashionMarketing, Year1

Figure 1

“Who The He

Tommy -Agins,2000 I,SevdaKiratlicertifythatthisisanoriginalpieceofwork, Ihaveacknowledgedallsourcesandcitations.Nosectionofthisessayhasbeenplagiarised. TheCambridgeDictionarydefinesaniconas“a famouspersonorthingthatrepresentssomething

“SeeingJi RollingSto

ofimportance”(Dictionary.cambridge.org,2016). Adaptingthisdefinitiontotherealmoffashion,a

crediblewa thatworld.”

fashioniconissomeoneorsomethingrenowned andimportantintheworldoffashion.Thiscouldbe

Thisconne

apublicpersonalities’style,anarchetypicalgarment withculturalimplications,aniconiclocationora

hasbeenre with‘Amer

designerwhosedesignshaveinspiredandshaped society’swayofapproachingfashion.

designcho Afterexper

TommyHilfigerisapartofthelattercategory.The designerandhiseponymouslabelarethefocusof

theyoungd campuses

thisessayandwillbeanalysedinregardtohisimpactonbothfashionandmarketingbecauseofhis

acrossNew tially,hede

long-termsuccessandoverallpositiverecognition.

pursuedthe

Bornon24March1951,TommyHilfigerisanAmericandesignerknownforhis‘All-American’casual

However,t theageof2

preppyaesthetic“withatwist”(Global.tommy.com, 2016)inthecoloursblue,redandwhite.Hegrewup

hehadnot partofthe

inafamilywitheightsiblingsinasmallcommunity inElmira,NewYork.Atonly18withoutanydesign

Provingon fashionind

educationorexperience,heopenedhisfirstbusinesscalled‘People’sPlace’sellingdenimthathe

turneditint thefashion

embellishedanddistressedwithagroupoffriends. Hisgoalwastogiveitanedgeandmakeitresem-

followingye in1985wit

blewhathisidolswerewearing.(HilfigerandKeeps, 1998).

(Burke,201 Forthelau

GeorgeLo campaignt

andfashion

MusicianSnoopDoggendorsesTommyHilfigeronnationalTV

Figure 2 ThefirstTommyHilfigeradvertisementcreatedbyGeorgeLoisin1985

AlargeTimesSquarebillboardcomparedthe

1.Theiconiclogoand2.theAll-Americanreference

unknownbrandtoestablishedAmericanlabelslike RalphLaurenandCalvinKleinbyusingahangman

thathavedefinedthebrandthroughoutitshistory establishingearlyonthatHilfiger’sfocuswastobe

motive.Theadvertwasboldconsideringitdidnot featureanydesignsbyHilfiger.AsTeriAginsputit,

alifestylebrand(Author,2016basedonprimaryresearch).Thered,blueandwhitelogowassuccess-

itsparkedpeople’scuriositywiththemainquestion being:“WhothehellisTommyHilfiger?”(Agins,

fulmainlyduringthelogohypeinthe1990’sand 2010’sandhasenjoyedarecentcomebackwiththe

2000). However,whatitdidfeaturearetwokeyelementsof

“90’sNostalgia”(DeLeon,2016)

theHilfigerbrandidentity:

Thecampaignprovedverysuccessfulandhelped

Moreover,t

TommyHilfigergainaninstantclassicstatusinthe Americanmenswearmarketwhichinturnhelped

brandingis ating.Byus

maximiserevenues(Banks,2016).Oftenreferredto asaRalphLaurencopycatinthebeginningofhis

“symbolicv withabran

career,TommyHilfigeraimedtocreateamorelaid backandyoungaestheticthanhismoreexclusive

andMarazz

rivalwhileutilisingaverysimilarstructureandkey staffinthe1980’s.

Similarly,h

Hilfigerencounteredfinancialtroublesin1989

associating capturethe

becausehisbusinesspartnerMourjanicouldnot supportthecompanyanylonger.Amajorrestruc-

urbanmove Celebritye

turingofthecompanytookplacein1989withSilas Choubackingthecompanyfinancially.In1992the

themselves ketposition

brandbecamethefirstdesignerlabeltobelisted onthestockmarketprovingthedesigner’sabilityof

effectwher isattributed

forwardthinkingandfastadoptionofnewtechnologyandopportunities(TeriAgins,2000).In2006

lebritymus seemauthe

itbecameprivateagainwithApextakingoveruntil PVHboughtthebrandin2010(Clark,2010).

Anexample Doggwho

Hilfigerlog brothersen

TommyHilf scene(Hilf

HehasmostrecentlyworkedwithmodelGigiHadid fortheTommyxGigicollaboration.Themodelhas

Equallyimp stantadopt

beennamedambassadorandhassincebecome thecentreofTommyHilfiger’spromotionialactivities

Examplesi smartappa

withastrongpresenceonsocialmedia,in-storeand inpaidadvertisements(Author,2016)

ingwearab erservicea

OthercampaignsincludeinfluencerssuchasLucky BlueSmithandHaileyBaldwintappingintothecur-

cooperation flagshipch

rentimportanceofsocialmediaplatformsand Instagram-celebrities(Thebrandhasatotalof14,91

tocustome uctinforma

Theseconceptsoftheindependentandtheinterdependent‘self’dependmostlyontheculturalenviron-

MillionfollowersacrossInstagram,Facebook& Twitter,seeAppendixI).

(Academic cludedthe

ment(SavioloandMarazza,2013). TryingtokeepupwiththechangesTommyHilfiger

TommyHilfigerhasthereforefoundawaytostay

ofimmedia runwaysho

strayedfromthepreppyimagetoattracturbancustomersand“over-licensedandover-exposed”.Aslo-

relevantbycreatingthissuccessfulUSPandcompetitiveadvantage.Thebrandstrivesbyfocusing

Theseextra

goslosttheirallureheaimedtore-attractthepreppy corecustomerbygoingbacktohisoriginalaesthetic

oncreativemarketinginsteadofcreativedesign.An exampleofcreativesalespromotionisthedenim

publicitystu erdoesnot

(Agins,2001)andbecameapartofthePVHgroup thatalsoincludedrivalCalvinKlein.Thiswasmainly

bustourthatpromotedhisnewlylauncheddenim linein1996(TeriAgins,2000).

TommyHilf awell-stag

SocialandculturalchangesintheAmericansocietyduringtheearly2000’sinfluencedthedesigns

TommyHilfigerhassincefollowedthemarketing conceptasamarketingphilosophyaimingtore-

thebrandputforward(BoFTeam,2016).Inthe USthevaluesstartedshiftingtowardsindividuality

spondtoconsumer’swantsandneedsbyassessing popculturetrends.(BoFTeam,2016)Hilfigercon-

andawayfromcollectivismfromthe1960’sand 70’sandhadmanifestedinthe1990’swhichinturn

sidershimselfa“pop-culturefanatic”andusesitas asourceofinspirationforhislabel(Jensen,2015).

meantthatmorecustomerswantedtostandoutand differentiatethemselvesthroughself-expression

Thisinspirationrangesfromartandmusictocelebritiesandinfluencers.Inline,hehasworkedwith

ratherthanfitinandbeapartofalargercommunity. (Yankelovich,1998)

celebritiesrangingfromKateHudsonandDavid BowietoIman

standsfor( ceedsinco

astrategicmovetobuildPVH’sEuropeanexposure becauseTommyHilfigerwasexperiencingsuccess

targetaudie

inEuropeancountries(Clark,2010).Thebrandaccountedfor42%ofPVH’srevenuein2013,Calvin

TommyxGigiintheTommyHilfigerstoreonRengentStreet,Londo

Kleinincomparisonaccountedfor34%(Academic.

“

For me, pop culture has been my greatest inspiration. I thrive on change, evolution and invention, and that’s what pop culture is all about. ” - Tommy Hilfiger, 2016

Figure 5

Figure 7

Aportraitofthepreppydesigner

AprimeexampleofthisphenomenonaretheGigix-

Considering

TommycollaborationwhichaccordingtoWWDwas hisambition stagedtogetcustomerstobuytheproductsco-deic.Herealise signedbycelebrityandmodelGigiHadidandthe TommyJeansCollectionthatfeaturesthebrands

buyingintot intothisfant

retro90’sdesigns(DeLeon,2016)

fashionbran ceptoflifest

increatinga andinclusive

changesand beingagood

establishthe Hisinfluence

getayoung differentand

Figure 8

Figure 9

References

Fleck,N.,Korchia,M.andLeRoy,I.(2012).CelebritiesinAdvertis

Academic.mintel.com.(2014).ThePremiumBrandandLuxuryConsumer.[online]Availableat:http://academic.mintel.com/display/724636/?highlight[Accessed15Nov.2016].

ability?.Psychology&Marketing,[online]29(9),pp.651-662.Availa doi/10.1002/mar.20551/full.

Academic.mintel.com.(2016).NYFWviaChatbots.[online]Availableat:http://academic.mintel.com/

Global.tommy.com.(2016).TommyHilfigerGlobal|BIOGRAPHY.

trends/#/observation/789215[Accessed13Nov.2016].

com/int/en/about/biography[Accessed1Dec.2016].

Agins,T.(2000).Theendoffashion.1sted.NewYork:Quill.

Hilfiger,T.andKeeps,D.(1998).AllAmerican.1sted.London:Pav

Agins,T.(2001).HilfigerReturnstoPreppyRoots,ButSalesSlumpasStarsAreCut.[online]WSJ.Availableat:http://www.wsj.com/articles/SB981066149754971167[Accessed13Nov.2016].

Jensen,L.(2015).EineArtPopStar-TommyHilfigersKunstsamm http://www.vogue.de/fashion-shows/designer/tommy-hilfiger-im-inte Nov.2016].

Banks,A.(2016).DiggingDeeper|TheRacismScandalThatRockedTommyHilfiger.[online]Highsnobiety.Availableat:http://www.highsnobiety.com/2015/10/07/tommy-hilfiger-racism-scandal/[Accessed15 Nov.2016].

Jones,T.,Anderson,J.,Zeltner,H.andLeBreton,C.(2009).100c Köln:Taschen.

Barrie,L.(2016).HowPVHIsPavingTheWayForConnectedApparel.[online]Www-just-style-com.Avail-

Saviolo,S.andMarazza,A.(2013).Lifestylebrands.1sted.Hound

ableat:https://www-just-style-com/analysis/how-pvh-is-paving-the-way-for-connected-apparel_id129128. aspx[Accessed1Dec.2016].

Sherman,L.(2016).HowTommyHilfigerIsRewiringForFashionI

BoFTeam,(2016).InsideTommyHilfiger’sAmericanDream.[online]TheBusinessofFashion.Available

Fashion.Availableat:https://www.businessoffashion.com/articles/in id-fashion-immediacy-direct-to-consumer[Accessed2Dec.2016].

at:https://www.businessoffashion.com/articles/bof-exclusive/inside-tommy-hilfigers-american-dream[Accessed22Nov.2016].

Sherman,L.(2016).Tommywantsyoutomeetthe‘Hilfigers’.[onlin

fashionista.com/2010/09/tommy-wants-you-to-meet-the-hilfigers[A BoFTeam.(2016).TommyHilfigerHasn’tBeenCoolinYears.IsaSupermodeltheFix?.[online]Available at:https://www.businessoffashion.com/articles/news-analysis/tommy-hilfiger-hasnt-been-cool-in-years-is-asupermodel-the-fix[Accessed1Dec.2016].

Figure3 SnoopDogginaTommyHilfigersweatshirt.(2016).[image]Availa

com/2015/10/07/tommy-hilfiger-racism-scandal/[Accessed6Dec. Burke,M.(2013).GoingBankruptAtAge25ChangedTommyHilfiger’sLife--ForTheBetter.[online] Forbes.com.Availableat:http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/monteburke/2013/09/05/going-bankrupt-at-age-25-changed-tommy-hilfigers-life-for-the-better/&refURL=&refer-

Figure2 TommyHilfiger‘Hangman’AdvertisingCampaign.(2016).[image]A

rer=#2c5401c7552e[Accessed22Nov.2016].

co.uk/article/tommy-hilfiger-success-billboard[Accessed6Dec.20

Clark,A.(2010).TommyHilfigerjoinsthePhillips-VanHeusenfoldin€2.2bndeal.[online]theGuardian. Availableat:https://www.theguardian.com/business/2010/mar/15/tommy-hilfiger-buyout-fashion-designer

Figure1 TommyHilfigeronthedeskofhisoffice.(2015).[image]Availablea

[Accessed4Dec.2016].

room/press-contacts/15[Accessed6Dec.2016].

DeLeon,J.(2016).TheNewNostalgia:Men.[online]Www-wgsn-com.Availableat:https://www-wgsn-com /content/board_viewer/#/68419/page/8[Accessed4Dec.2016].

Figure10 TommyHilfiger,(2016).TommyHilfigerPortraitbyRichardPhibbs. azin.de/layout/set/fullscreen/mode-stil/mode-news/tommy-hilfiger/(

Dictionary.cambridge.org.(2016).CambridgeEnglishDictionary:Meanings&Definitions.[online]Available at:http://dictionary.cambridge.org/dictionary/english/[Accessed4Dec.2016].

Yankelovich,D.(1998).HowAmericanIndividualismIsEvolving.T

Bibliography Academic.mintel.com.(2014).ThePremiumBrandandLuxuryConsumer.[online]Availableat:http://academic.mintel.com/display/724636/?highlight[Accessed15Nov.2016].

Global.tommy.com.(2016).TH-HilfigerDenimIntroducesFall201

LuckyBlueSmith.[online]Availableat:http://global.tommy.com/ind denim-introduces-fall-2016-campaign-247-hailey-baldwin-and-luck 2016].

Academic.mintel.com.(2016).NYFWviaChatbots.[online]Availableat:http://academic.mintel.com/ trends/#/observation/789215[Accessed13Nov.2016].

Covey,S.(2011).The7habitsofhighlyeffectivepeople.1sted.[P ReadSummaries.

Agins,T.(2000).Theendoffashion.1sted.NewYork:Quill.

DeLeon,J.(2016).TheNewNostalgia:Men.[online]Www-wgsn-c Agins,T.(2001).HilfigerReturnstoPreppyRoots,ButSalesSlumpasStarsAreCut.[online]WSJ.Availableat:http://www.wsj.com/articles/SB981066149754971167[Accessed13Nov.2016].

/content/board_viewer/#/68419/page/8[Accessed4Dec.2016].

Apax.com.(2016).ApaxPartnersreachesdefinitiveagreementtosellTommyHilfigerGrouptoPhil-

Dictionary.cambridge.org.(2016).CambridgeEnglishDictionary:M at:http://dictionary.cambridge.org/dictionary/english/[Accessed4D

lips-VanHeusenfor€2.2billion.[online]Availableat:http://www.apax.com/news/apax-news/2010/march/ apax-partners-reaches-definitive-agreement-to-sell-tommy-hilfiger-group-to-phillips-van-heusen-for-

Fleck,N.,Korchia,M.andLeRoy,I.(2012).CelebritiesinAdvertis

%E2%82%AC22-billion/[Accessed4Dec.2016].

ability?.Psychology&Marketing,[online]29(9),pp.651-662.Availa doi/10.1002/mar.20551/full.

Banks,A.(2016).DiggingDeeper|TheRacismScandalThatRockedTommyHilfiger.[online]Highsnobiety.Availableat:http://www.highsnobiety.com/2015/10/07/tommy-hilfiger-racism-scandal/[Accessed15

Global.tommy.com.(2016).TommyHilfigerGlobal|BIOGRAPHY.

Nov.2016].

com/int/en/about/biography[Accessed1Dec.2016].

Barrie,L.(2016).HowPVHIsPavingTheWayForConnectedApparel.[online]Www-just-style-com.Availableat:https://www-just-style-com/analysis/how-pvh-is-paving-the-way-for-connected-apparel_id129128.

Hilfiger,T.andKeeps,D.(1998).AllAmerican.1sted.London:Pav

aspx[Accessed1Dec.2016].

InfluencerMarketingAgency|IMA.(2016).TommyHilfiger|IMA.[o work/tommy-hilfiger/[Accessed4Dec.2016].

BoFTeam,(2016).InsideTommyHilfiger’sAmericanDream.[online]TheBusinessofFashion.Available at:https://www.businessoffashion.com/articles/bof-exclusive/inside-tommy-hilfigers-american-dream[Ac-

Jensen,L.(2015).EineArtPopStar-TommyHilfigersKunstsamm

cessed22Nov.2016].

http://www.vogue.de/fashion-shows/designer/tommy-hilfiger-im-inte Nov.2016].

BoFTeam,(2016).TommyHilfiger’sSecondDirect-to-ConsumerShowtoTakePlaceinLosAngeles. [online]TheBusinessofFashion.Availableat:https://www.businessoffashion.com/articles/news-analy-

Jones,T.,Anderson,J.,Zeltner,H.andLeBreton,C.(2009).100c

sis/a-guide-to-fashion-immediacy?utm_source=BoF+Professional+Members&utm_campaign=906efbb3a1-&utm_medium=email&utm_term=0_ff3914e56a-906efbb3a1-420067405[Accessed1Dec.2016].

ed.Köln:Taschen. Kübler-Ross,E.(1969).Ondeathanddying.1sted.

BoFTeam.(2016).TommyHilfigerHasn’tBeenCoolinYears.IsaSupermodeltheFix?.[online]Available at:https://www.businessoffashion.com/articles/news-analysis/tommy-hilfiger-hasnt-been-cool-in-years-is-asupermodel-the-fix[Accessed1Dec.2016].

Merced,A.(2010).Phillips-VanHeusenBuysHilfigerfor$3Billion. http://www.nytimes.com/2010/03/16/business/global/16deal.html[A

Burke,M.(2013).GoingBankruptAtAge25ChangedTommyHilfiger’sLife--ForTheBetter.[online]

Pringle,H.(2004).Celebritysells.1sted.Chichester,WestSussex

Forbes.com.Availableat:http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/ monteburke/2013/09/05/going-bankrupt-at-age-25-changed-tommy-hilfigers-life-for-the-better/&re-

Saviolo,S.andMarazza,A.(2013).Lifestylebrands.1sted.Hound

fURL=&referrer=#2c5401c7552e[Accessed22Nov.2016].

Sherman,L.(2016).HowTommyHilfigerIsRewiringForFashionI Clark,A.(2010).TommyHilfigerjoinsthePhillips-VanHeusenfoldin€2.2bndeal.[online]theGuardian. Availableat:https://www.theguardian.com/business/2010/mar/15/tommy-hilfiger-buyout-fashion-designer [Accessed4Dec.2016].

Fashion.Availableat:https://www.businessoffashion.com/articles/in id-fashion-immediacy-direct-to-consumer[Accessed2Dec.2016].

Sherman,L.(2016).Tommywantsyoutomeetthe‘Hilfigers’.[online]Fashionista.com.Availableat:http:// fashionista.com/2010/09/tommy-wants-you-to-meet-the-hilfigers[Accessed4Dec.2016].

Appendix I.

TommyHilfigerSocialMediaPresence

II.

Adigitalillustratedreflectivestatement

Figure3 SnoopDogginaTommyHilfigersweatshirt.(2016).[image]Availableat:http://www.highsnobiety. com/2015/10/07/tommy-hilfiger-racism-scandal/[Accessed6Dec.2016]. Figure2 TommyHilfiger‘Hangman’AdvertisingCampaign.(2016).[image]Availableat:http://www.gq-magazine. co.uk/article/tommy-hilfiger-success-billboard[Accessed6Dec.2016]. Figure1 TommyHilfigeronthedeskofhisoffice.(2015).[image]Availableat:https://global.tommy.com/int/en/newsroom/press-contacts/15[Accessed6Dec.2016]. Figure10 TommyHilfiger,(2016).TommyHilfigerPortraitbyRichardPhibbs.[image]Availableat:http://www.gq-magazin.de/layout/set/fullscreen/mode-stil/mode-news/tommy-hilfiger/(bild)/269332[Accessed6Dec.2016].

Yankelovich,D.(19...