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16/06/2014 09:57:30 AM

History of Tommy Hilfiger brand

History of Tommy Hilfiger brand is probably one of the most bizarre stories of the fashion world. A boy played sports worst at schools became a pioneer designer in sports fashion fields.Tommy Hilfiger Jacob was born in Elmira, New York, USA. He brought a new sense of sportswear fashion. In 1969, Tommy Hilfiger and a friend rented an apartment in Cape Cod for the summer break. Here, he found a part-time job in a small clothing store. The first time contacting with the clothes and designers woke Tommy Hilfiger’s enthusiastic.
In 1970, success came very quickly to Tommy. His designed costumes with Jacob Alan name were particularly popular because of comfort and healthiness of it. In 1975, Tommy had 7 stores chain with large customer. Success coming too quickly overwhelmed Tommy. It wakes extravagant personality from his childhood. And just a year later, his business completely bankrupt. Ten years later, he came back with Tommy Hilfiger brand. It quickly became an international brand design firm and the owner has actually grown. In 1988, Tommy Hilfiger married and got 4 children. His wife also attended the fashion industry. In his honeymoon week in India, they still continued to design costumes and be produced at a local plant. Back to New York, he has cooperated with Mohan Murjani, a famous ready-made designer. They create fresh and joyful clothes for the logo of Coca Cola. In 1992, the company made the sale of shares. The amount has been fully opened hundreds of Tommy Hilfiger stores around the world.

The price of Tommy Hilfiger merchandise in Europe is higherthan in the United States because operation costs in Europe are more expensive. The requirement for more design changes and the system of fragmentation wholesale and retail there also make the higher price. Whereas the retail market in the United States is more intense and mass produces efficiencies which can be accepted on to customers. However, the demanding best quality materials of European consumers create the price going higher. This brings Hilfiger encounter some difficulties such as gray market movement and image harms. But it is not a biggest problem because Tommy Hilfiger brand meets the predilection for specific consumers. That is greatest success that every corporation expects.

 It is not a trouble-free task for Hilfiger’s CEO to harmonize the European and U.S. collections by having Hilfiger move more up market in the United States. There are the different tastes, body sizes, and preferences between European and American consumers.

It is difficult for Hilfiger’s CEO to harmonize the European and U.S. market because of differences in retail and wholesale system. In the U.S., they favor the middlemen. Therefore, the price of merchandise is surely different. To success in moving more up market in the United States, it will be essential to make a distinction the brand more. Especially in fashion industry, creation, advertisement and prestige placement are high appreciated. It is effective if company use reputation icons and individuals renowned and the position in superior retail outlets. Occasionally, a few differences from interests outside the core benefits will become core benefits. It happened with the case of Nokia. It occurs when a difference is created based on the needs in human consciousness, and this difference was born and orientation for both markets. Nokia dominates the world market by strategic interests. While Motorola is burying their head in upgrading their phones, Nokia predicted that mobile phone became a popular product. Because people always carry their phone, then it will become their jewelry, a factor confirmed fashion style. With such predictions, Nokia today continued to market the phone line with the name of fashion collections. It far removed from the core benefits of a mobile phone.

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