Tommy Hilfiger Marketing Plan

An analysis: Tommy Hilfiger in the United States of America

Table of Contents…………………………………………………………………………………. 2

Introduction……………………………………………………………………………………….. 3

Marketing Audit…………………………………………………………………………………...3

S.W.O.T. Analysis…….…………………………………………………………………………...9

Target Group and Positioning……………………………………………………………………11

Marketing and Communication Mix………………..……………………………………………17

References……………………………………………………………………………………….. 21

Introduction

"TOMMY HILFIGER is one of the world’s most recognized premium lifestyle brands, uplifting and inspiring consumers since 1985. The brand creates iconic style, which comes alive at the intersection of the classic and the new, co-created with people who are shaping culture around the world." (Tommy Hilfiger, n.d.)​ With a wide network of 184 retail stores in 41 states/territories and 151 cities as well a rising online presence Tommy Hilfiger has become one of the most prolific names in fashion, particularly in the United States (ScrapeHero, 2023). Known for their bold style and high quality; the new product line coming out is no different. The following marketing plan concerns the American market as well as the new line which is aimed to appeal to the middle to upper class consumer segment. Apart from their main targeting group, Tommy Hilfiger also is focused on attracting a diverse customer base with many different backgrounds all united under one commonality, a passion for fashion.

Marketing Audit

PESTLE Analysis

Political factors

The political stability of the United States allows Tommy Hilfiger, as part of the Phillips-Van-Heusen Corporation, to pursue their economic activities within the policies, regulations, and laws given by the federal government.

Domestic and foreign political efforts by the United States government show that strengthening of the economy currently is and has been a great priority throughout its history. This has created one of the strongest markets globally within its own borders, and great trade relations with many other markets, attracting more foreign direct investment into the United States than into any other country, as per the IMF (International Monetary Fund, 2022).

Recently, the political situation in the United States has been challenged by protests and demonstrations on a range of social issues, addressing for example the perceived discrimination of certain ethnic minorities and criticized governmental COVID-19 regulations. Despite these recent challenges, United States politics have been, and are currently still facing, there is still great confidence in its political stability, both from within as from outside of the country (Way, 2023).

Economic factors

The United States economy is the largest in the world with a gross domestic product of over twenty trillion USD, more than twenty-five percent larger than that of China (Business Insider India, 2023). Additionally, in comparison to other large economies, it had a great recovery after the economic turmoil of the pandemic. Even in the prospect of increasing economic uncertainty, the United States possesses a strong foundation to face possible challenges in the short term (Muller, 2022).

However, considering the objectives of Tommy Hilfiger, uncertainties and concerns regarding the state of the economy are prospected to harm customer confidence in their targeted customer segment (The State of Fashion 2023: Holding Onto Growth as Global Clouds Gather, 2022).

Due to the agenda of the United States politic, foreign direct investment into the national market of the United States is the largest in the world, attracting investments just short of five trillion USD in 2021 (United States Is World’s Top Destination for Foreign Direct Investment, 2022). The strong trade relations of the United States allow Tommy Hilfiger to profit of more efficient manufacturing found outside of the United States, as they source most of their production from south and east Asia, as the illustration below shows all countries in which the Philips-Van-Heusen corporation sources their products. (cite public manufacturing list PVH Dec ’22)

In red, all countries in which the Philips-Van-Heusen Corporation, of which Tommy Hilfiger is responsible for half of the revenue, sources its products.

As the unemployment rate in the United States has fallen strongly in correlation with the recovery of the economy after the turbulences of the recent pandemic below levels celebrated in 2019 as the lowest since 1969, there is reason to believe that the public, thus the consumer market of Tommy Hilfiger, will have regained its motivation to purchase. (U.S. department of labor, 2023) (EdwardsRoxanna;SmithSean, 2020).

An additional factor for the strengthening of consumer confidence is the decline of inflation, which has fallen below five percent in May 2023, after having experienced a peak of above nine percent in June 2022, allowing the consumer more disposable income to spend (TRADING ECONOMICS, n.d.). Opposite of the decline of inflation rates, the United States federal reserve increased the interest rate to its highest in the past sixteen years. However, this does not compensate for the fall of inflation rates, concluding in increased customer confidence for Tommy Hilfiger to reap the benefits (Aratani, 2023).

Social factors

As the United States is the origin market of Tommy Hilfiger, aligning itself with the American heritage and cultural values, the company relies on a strong presence within the country. Tommy Hilfiger targets customers of the upper middle class, focusing on customers ranging from the age of twenty-five to forty (Zhang, n.d.). In line with their products the Tommy Hilfiger collections have to offer, both genders are targeted almost equally in their online advertisement (Challenge Validation, n.d.). Relying on social media accounts on a variety of platforms and brand ambassadors such as Lewis Hamilton, Shawn Mendes and Jelena ‘Gigi’ Hadid, the company illustrates their participation in recent trends and associates their products with, for example, the before mentioned celebrities. This association with the customer’s coveted celebrities is a strategy Tommy Hilfiger is expected to benefit more than in other markets where they are present, as this is of more influence for customer orientation than elsewhere, as demonstrated by its collaboration with ‘Gigi’ Hadid, which is a brand ambassador since 2016, in 2019, which saw a massive increase in customer sales (Zhang, n.d.-b) (DA: Tommy Hilfiger’s Digital Marketing and Its Influence on Consumer Buying Behaviour, 2020).

Technological factors

As the United States is considered to be among the best developed in the world, Tommy Hilfiger finds itself in the position of possibly exploiting the newest technological developments in their customer interactions. (Dutta et al., 2022, 19)

Tommy Hilfiger’s efforts to reap the benefits of these technological developments can be recognized in their recent social media strategy, making themselves more accessible for targeted customers by increasing their online presence through an increased number of channels across different online platforms. Furthermore, more increased efficiency in the collection and valuation of data, and the use of the just mentioned in their structuring of their websites and store-lay-outs, has made their products more accessible to customers, encouraging more sales. (DA: Tommy Hilfiger’s Digital Marketing and Its Influence on Consumer Buying Behaviour, 2020)

Legal factors

For its operations, Tommy Hilfiger must consider the legal environment in the United States. They must consider the regulations in their production, in terms of labour and environmental laws, as well as the privacy and protection of its customers. This, to prevent any legal consequences harming the corporation with monetary penalties or restrictions in its future operations (Bureau of Consumer Protection, 2021) (G-P, 2022).

Here, the company educates its staff to prevent discrimination and behavior based on prejudices towards customers, also making them aware of the laws for employment, health and safety (PESTEL Analysis of Transforming Tommy Hilfiger B, n.d.).

Environmental factors

As the environment has become a well-discussed topic in the United States recently, also with the federal government increasing its efforts to protect and preserve the environment, Tommy Hilfiger must consider the influence of its actions on the environment. Here, they must take the influence of its actions into consideration, such as the use of sustainable materials in its production, the reduction of the waste in its operations, especially the logistic, and the efficient use of energy (Environmental Law & Politics, n.d.).

Tommy Hilfiger has made different approaches in the past with circularity of its products in markets outside of the United States, such as the United Kingdom, persuading the ever increasing share of climate-conscious consumers, which is to be found especially in the younger ages than currently targeted by the company, considered as ‘Gen-Z’ (Petro, 2022) (Benissan, 2023).

These efforts are planned to culminate in the full circular economy of Tommy Hilfiger products by 2030, which is to be achieved through resale, repair, rework and rental of the apparel (Benissan, 2023).

Porter’s five forces Analysis

Threat of new entrants

To enter the fashion industry in the United States, there are no significant barriers to overcome for new entrants. However, companies such as Tommy Hilfiger, do benefit from an historical presence, developed consumer relations economies of scale, and the capacity to afford the high marketing costs, for which it is difficult to compete with for new entrants. Besides the current competitors of the company, the threat comes from such new entrants, who enter the market with larger investments and unique brand-identitation (Patricia, 2016) (Tommy Hilfiger’s Turnaround Strategy | ipl.org, n.d.).

Bargaining power of suppliers

While the company has a large network of suppliers, the fashion industry is highly fragmented, and suppliers have limited bargaining power due to the large number of available options. However, if certain suppliers have a unique product or service that is critical to Tommy Hilfiger's operations, they could have increased bargaining power. Here it must be taken into consideration that the Phillips-Van-Heusen corporation sources most of its production from outside of the country. In most of these countries, the bargaining power of suppliers is much less (Patricia, 2016).

Bargaining power of buyers

The bargaining power of buyers for Tommy Hilfiger is high. Customers have many options in the fashion industry and can easily switch to competitors if they are not satisfied with Tommy Hilfiger's products or prices. Additionally, the rise of e-commerce has increased price transparency and made it easier for customers to compare prices and products. Tommy Hilfiger’s presence and position in the United States market has decreased over the past years, as revenue and the corporation’s previous annual reports communicate. From this can be concluded that the consumer of Tommy Hilfiger is not willing to pay as much as its counterpart in Europe or Asia, for the company to either accept the weakened market position or decrease pricing. (Patricia, 2016) (PVH Annual Report 2019, 2019)

Threat of substitutes

The threat of substitutes for Tommy Hilfiger is high. Customers have many options in the fashion industry, and there are many substitutes available at various price points, even within their own corporation with Calvin Klein. Additionally, the rise of fast fashion has made it easier for customers to find affordable alternatives to high-end fashion brands like Tommy Hilfiger. As some potential consumers are still hesitant in their purchases because of the current economic uncertainties in the American economy, they might postpone their shopping into the future, or turn to competitors in a lower price segment (Patricia, 2016) (The State of Fashion 2023: Holding Onto Growth as Global Clouds Gather, 2022).

Intensity of competitive rivalry

The intensity of competitive rivalry for Tommy Hilfiger in the United States is high. The fashion industry is highly competitive, with many established players and new entrants competing for market share. Additionally, the rise of e-commerce, only accelerated by the recent pandemic, abandoning many to shopping soly online, has increased price transparency and made it easier for customers to compare prices and products, intensifying competition. As with the threat of substitutes, Tommy Hilfiger is now more threatened by competitors in a lower price category than before these economic turbulences caused by the pandemic and its consequences (Patricia, 2016) (The State of Fashion 2023: Holding Onto Growth as Global Clouds Gather, 2022).

S.W.O.T. Analysis

Strengths

Brand recognition

Global Presence

Revenue increase

Diversity in products offered

Weaknesses

Products are priced at a premium compared to competitors

Social media presence

Sustaining brand image

Limited Target Audience

Opportunities

Increase in the use of ecommerce

Use social media to adjust target audience to include college students (18-24)

New trends and styles

Threats

Constantly changing trends

Fast Fashion

Competing Brands

Strengths:

Brand recognition is an integral part of Tommy Hilfigers marketing strategy. It is recognized globally and in the United States as a high-end brand (Jhaveri, 2022).

Tommy Hilfiger has a broad global presence with 2000 free-standing stores in 100 countries (Tommy Hilfiger, n.d.).

Revenue in North America increased 9% in 2022 (Press Releases, n.d.)

A diverse product line is offered including “men’s, women’s and kids’ sportswear, denim, accessories, and footwear” (Tommy Hilfiger, n.d.).

Weakness:

Selling apparel at a premium price lowers accessibility for younger potential customers.

While Tommy Hilfiger does have an active social media presence its full potential is not leveraged by the marketing team.

The continued effort to sustain Tommy Hilfiger’s brand image is an extremely expensive undertaking. It costs about $175–$185 million annually on marketing to enhance and sustain Tommy Hilfiger’s brand image. (Tommy Hilfiger—the Proven Lifestyle Brand, n.d.)

Tommy Hilfiger's historical focus on a more sophisticated and affluent clientele may have limited its potential for expansion among younger demographics.

Opportunities:

In 2022, total U.S. ecommerce sales hit a record high of $1.03 trillion, after recording a 7.44% annual increase. Considering its rapid growth and size Tommy Hilfiger would benefit substantially from the continued effort of increasing their focus on ecommerce (Gaubys, n.d.).

New trends and style gives the opportunity to adapt to changing demographics and target groups helping sustain Tommy Hilfigers brand image

Social media presents a great opportunity for Tommy Hilfiger to expand their market share/target group. 38.9% of Tiktok’s 150 million American users are between the age of 18-24 which is a massive untapped market for Tommy Hilfiger (about 58,350,000 people) (TikTok, 2023).

Threats:

Tommy Hilfiger’s competition in the U.S. includes highly competitive brands such as: Wrangler, Lee, Levi Strauss, Gap, Nike, and Adidas (Team, 2022).

Fast fashion brands such as H&M and Zara present a threat considering they offer similar style clothing at a lower cost. Fast fashion also has the ability to cycle in and out new trends quicker due to their shortened production cycle. This is why it is essential to leverage social media platforms such as TikTok for instant access to the consumer base (Wong, 2020).

Target Group and Positioning

Segmentation

In order to develop an effective marketing plan, it is crucial to identify and define the target group and market we aim to satisfy. For Tommy Hilfiger, initial research indicates that the current audience primarily consists of individuals aged 18-35, including both males and females. However, we believe that Tommy Hilfiger’s biggest weakness in this age group is from the ages 18-24. Therefore, we have chosen 18-24 year olds to target with the new line and marketing plan as an effort to strengthen the market and re-acquire this group.

Demographic Segmentation

Age

From 18 to 24 years

Young adults

Most of this current age group is from the Gen Z generation

Currently in secondary or tertiary education

Gender

Both Male and Female

Additionally all identities with our unisex clothing line

Income

Middle to upper class college kids

Over 50k

Makes up 64% of US households

Education

In secondary or tertiary education

Relatively well-educated

The first type of segmentation we will be using to analyze Tommy Hilfiger customers, we will look at their demographic backgrounds. First we determined that Tommy Hilfiger serves 2 age group segments. The first is aged 25-35, however, as mentioned this age group is already served relatively well so we now look at the group from 18-24 year olds. In this young age group, most are part of Generation Z. This has a lot of implications for how we may choose to market to them, including their ample use of technology and social media, as well as their generation’s concern for political and social activism. Additionally, most of our target audience is likely in university. The split between male and female is pretty even, and Tommy Hilfiger even has unisex clothing items that fit with all identities. Next, the target audience consists of middle to upper-class college students, with an annual income of over $50,000. This group constitutes 64% of US households. Lastly, individuals enrolled in secondary or tertiary education form a significant portion of the target audience, indicating a relatively well-educated group.

Individuals in the 18–24 age group that make up the target audience have preferences and fashion choices that are influenced by their geographic region. Understanding local fashion trends and adjusting marketing strategies accordingly may help a business target certain geographic markets with its product offers.

The ethnic and cultural origins of this age group are quite varied. The target population may be reached by recognizing and appreciating its variety through inclusive marketing campaigns and varied representation in promotional materials.

People in this age range are frequently enrolled in secondary or higher school. Events on the academic calendar and back-to-school times might have an impact on their shopping habits. You may get their attention and increase engagement by modifying your marketing tactics to coincide with these crucial occasions.

Considering these demographic factors, including geography, ethnicity, and educational status, Tommy Hilfiger can refine its marketing approach to effectively connect with the 18-24-year-old target audience and maximize its market share within this demographic.

Psychographic segmentation

Attitudes

Trend conscious

Environmentally conscious

Values

Value quality and style

Self-expression

Beliefs

Clothes should be wearable for a long time

Tommy Hilfiger represents high-quality fashion

TH is a desirable brand

Lifestyle

Active and social lifestyle

Staying on trends

Hanging out with friends

In addition to demographic segmentation, psychographic factors provide valuable insights into the target audience's mindset and lifestyle. The target group is knowledgeable on current trends and actively stays up to date with the latest fashion trends. They also commonly show care for the environment and ethical business practices. Next, the target audience values quality and style in their clothing choices, using fashion as a means of self-expression. They believe that their clothes should be wearable for a long time and view Tommy Hilfiger as a desirable brand representing high-quality fashion. Lifestyle-wise, the target audience leads an active and socially-oriented lifestyle, engaging in activities such as spending time with friends.

Tommy Hilfiger may hone its marketing efforts to resonate with the thinking and lifestyle of the target demographic by recognizing these psychographic aspects. This may entail displaying the brand's dedication to sustainability, emphasizing the dependability and style of their products, and developing entertaining social events that fit with the active and sociable lifestyle of the target demographic. The attention of this trend-conscious population can also be attracted by using social media and influencer partnerships. A second strategy to appeal to their need for self-expression and strike a chord with their views is to emphasize the brand's principles, such as supporting inclusion and diversity. Tommy Hilfiger may increase connections and brand loyalty with this set of young people by connecting with their psychographic traits.

Behavioral segmentation

Usage Rates

Value long term use of clothing

But regularly invests in their closet

User Status

Potential new customers who may not have yet purchased from the brand, or infrequent buyers who could be turned into loyal customers

Active users who are brand loyal

By analyzing and segmenting the target audience's behaviors, we can tailor Tommy Hilfiger’s marketing strategies to their preferences. The target group values long-term use of clothing while consistently investing in their wardrobe to reflect changing trends. In terms of user status, TH's target audience encompasses primarily new customers who have yet to make a purchase since this represents most 18-24 year olds and their potential to be turned into lifetime customers. However, the audience also includes infrequent buyers who can be encouraged to become loyal patrons, and active users who are already brand loyal and regularly purchase from Tommy Hilfiger.

Targeting

Customer Persona

Next, we will include an example of an ideal target consumer that represents the target group. Meet April. April is 21 years old, she currently studies at University, and she works part-time at a cafe. She has money to splurge on purchases for herself and she believes that buying clothes should be considered an investment for her closet. She also is interested in politics and the environment, and enjoys spending time with friends. She would describe her style as preppy and loves the “all-american,” yet modern style that Tommy Hilfiger represents. Lastly, she is an avid tiktok user and keeps up with current trends

Positioning

As seen by the graph below, Tommy Hilfiger has a unique positioning where they display high quality, at a price point that is premium, yet more affordable than its competitors, like Ralph Lauren and Burberry. Additionally, Tommy Hilfiger exhibits the same or similar quality with these other brands. Although it may seem that the high price point puts Tommy Hilfiger at a disadvantage compared to competitors like H&M, Wrangler, or GUESS, however, people who shop there represent a different segment audience. The people that want to buy the Tommy Hilfiger brand are content with spending more money on the products because with the higher price point comes with an obligation for quality, which Tommy Hilfiger certainly upholds. Overall, Tommy Hilfiger's Unique Selling Proposition lies in its high-quality fashion that represents the latest trends while prioritizing quality and timeless style. This unique combination positions Tommy Hilfiger as a desirable brand that resonates with the values and lifestyle of the target audience. When it comes to competitive advantage, Tommy Hilfiger has the ability to stand out in its targeting of a younger audience, contemporary design, and outstanding quality.

Tommy Hilfiger distinguishes itself in terms of competitive advantage because to its rich history and tradition as a brand. Since it has had a significant presence in the fashion sector for many years, Tommy Hilfiger has become a well-known and reputable brand. The brand's lengthy history and reputation support its credibility and sense of fashion knowledge, particularly among the 18–24 age group. Tommy Hilfiger gains a competitive advantage from this tradition by instilling a sense of dependability and trust in its target market. Additionally, the brand's capacity to evolve and remain relevant over time demonstrates its adaptability and comprehension of changing fashion trends, which appeals to the need of the target demographic for modern and stylish looks.

By leveraging its brand heritage and legacy, Tommy Hilfiger can differentiate itself from competitors and position itself as a trusted and fashionable choice for young adults seeking high-quality fashion that embodies the brand's timeless style.

Marketing and Communication Mix

As the marketing plan is about a new premium clothing line by Tommy Hilfiger focusing on the US market for a target audience aged between 18-24, we will now introduce the 7p model regarding the aforementioned information. Since not all the specifics are known about the clothing line, we will make assumptions by similar Tommy Hilfiger products and other relatable brand’s products in the US while also using the appropriate studies to be able determine the correct use of the 7p model and brand proposition in this case.

Product:

The products are specified as a new premium quality clothing line. The target audience which is interested in buying and wearing the new products, can be generalized as being fashionable, interested in following the newest trends but also want to show their personality and values to the world through their look. The products must symbolize values commonly accepted by the target group. Besides, the young tend to be aware of the global environment and footprint, therefore using sustainable but premium materials - just as organic cotton, recycled polyester or high-quality hemp - can be tempting and increase interest among them. In order to convince the target group, our clothing line will consist of urban, modern, smart-looking, hoodies, sweatshirts and t-shirts.

Price:

In the case of pricing, Tommy Hilfiger will use its common “premium pricing method” (Woodruff, 2019) which aims to increase the price to symbolize the luxurious quality of the items. This emphasizes the value of the brand’s name and logo in order to rather serve the purpose of a status symbol by assigning a price higher than the item actually worth, possibly creating a Halo-effect (Cherry, 2022) for the customers. The priced commodities will be first tested on smaller sections of the target audience before launching it countrywide, to determine if the price is acceptable, or if it needs adjustments.

Place:

As Tommy Hilfiger has stores in more than 100 countries it is a large multinational company, with a well-organized distribution line, built in the last seven decades. For our new premium product line, the best way of distribution will contain the following elements:

Social media: Tommy Hilfiger currently has 14.4 million followers on Instagram and just under 500,000 on TikTok. Though successfully utilizing these two platforms it can serve as a relatively inexpensive, yet extremely useful marketing tool. Considering both platforms have the ability to hold a direct link to the Tommy Hilfiger website these platforms serve as a bridge between marketing and purchasing products. The result of this would be an effective way for consumers to be reached with personalized advertisement’s, thanks to algorithms who deliver media directly to interested individuals, and an easy path to make quick purchases on Tommy Hilfiger’s website with only a few taps on a screen.

E-commerce: With U.S. e-commerce sales hitting a record high of $1.03 trillion Tommy Hilfiger must continue to focus on how to increase e-commerce year over year (Gaubys, n.d.). Considering its rapid growth and size it is without a doubt that Tommy Hilfiger would benefit substantially from the continued effort of increasing e-commerce. Tommy Hilfiger will make a new, dedicated section on its website for the unreleased line as they usually do that with different clothing collections.

Premium Physical department/retail stores: The company will sell the new line in premium retail stores (Fashinza). In the USA these will be Urban Outfitters, Nordstrom, or Bloomingdale’s.

Promotion:

With the goal of fostering an environment of exclusivity where everyone wants the new clothing line, but not everyone can have it, the following strategy would be the most efficient way of achieving this:

In 2023, promoting a new premium clothing line for a target audience aged between 18-24 would be accomplished most efficiently through leveraging social media. In this case a marketing campaign under the hashtag “WEARETOMMYHILFIGER” primarily focused on connecting with the target market’s love for creativity and expression but also provides access to a cost-effective means to penetrate micro and macro-influencer groups. 38.9% of TikTok’s 150 million American users, about 58,350,000 people, are between the age of 18-24 which is a massive untapped market for Tommy Hilfiger (TikTok, 2023). By harnessing TikTok’s engaged user base, Tommy Hilfiger would be able to tap into a vast pool of talent and help create a sense of exclusivity and community with the new line of clothing by creating a challenge for users to engage with. The challenge would be to make a maximum 1 minute long creative marking video with the new product line under the hashtag “WEARETOMMYHILFIGER” to have a chance at winning $50,000. While maintaining the exclusivity of the brand and new line is a priority, Tommy Hilfiger also highly values the ability for their customers to view clothes how they or their peers would wear them. The following quote reflects this idea: "One of the most important things to me is to make things real, not have models who are perfectly groomed or clothes that are too perfect. It all has to have a twist because that's how people live." (Tommy Hilfiger Quote: “One. . .,” n.d.). By creating a marketing campaign where people can see what the clothes would look like on peers paired with the desired target group and the premium price it would certainly create an environment where the products released would be highly sought after, but maintain their exclusive nature.

People:

Using Tommy Hilfiger’s signed influencers and celebrities to promote the new line it will help create the sense of exclusivity around the product while also engaging the target group. The target group of people 18-24 plays an instrumental role in maintaining Tommy Hilfiger’s status in the long run. As the target group ages they will become more aligned with the typical Tommy Hilfiger customer base, but without putting effort into acquiring the up and coming target group as life long customers Tommy Hilfiger’s influence and prestige will start to fade. This is why for the new product line we are aiming for the target group selected in the S.T.P. analysis.

Process:

Tommy Hilfiger uses ethical practices in manufacturing its clothes and aims to deliver great customer experience at every touchpoint. It is an easy process for the customer while also giving the sense of luxury by the enjoyable process of shopping provided by the dedicated Tommy Hilfiger and premium retail stores. Purchasing online will focus on being an easy and quick experience provided by the company’s clean and transparent website. The high quality products will have their own section on the website making it simple to access for everyone.

Physical Evidence:

The physical evidence is the clothes and also the retail/department stores in which Tommy Hilfiger operates. The stores, besides having appealing, premium clothes, are also designed to give a comfortable, calm and luxurious experience while shopping. It is achieved by architectural design and maintaining a suitable climate and pleasant fragrance. These are common characteristics both featured in dedicated Tommy Hilfiger and premium retail stores.

Brand proposition:

The brand proposition for the new clothing line is focused on honing in on Tommy Hilfiger's premium quality and exclusivity as a brand. The line is a mesh of comfortable, sustainable, and fashionable clothing that reflect “the intersection of the classic and the new, co-created with people who are shaping culture around the world." (Tommy Hilfiger, n.d.)​. The customers are meant to feel both good individually and socially, wearing the new products. By keeping up with the latest trends, Tommy Hilfiger is ensuring success by empowering the new generations of fashion to look trendy, feel pleasant, and do good for the planet at the same time (Karthikeyan, 2023).

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