Tommy Hilfiger

Tommy Hilfiger is one of the world's leading
designer lifestyle brands and is internationally
recognized for celebrating the essence of classic
American cool style with a preppy twist.

Tommy Hilfiger
$6.5BN

IN 2015 GLOBAL RETAIL SALES

100+

COUNTRIES OF DISTRIBUTION

~14000

ASSOCIATES GLOBALLY

Tommy Hilfiger, which celebrated its 30th anniversary in 2015, 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, demographic target and distribution. Brands include Tommy Hilfiger, Hilfiger Denim, Hilfiger Collection and Tommy Hilfiger Tailored, with a breadth of collections, including tailored clothing, sportswear, 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. Global retail sales of products sold under the Tommy Hilfiger brands were approximately $6.5 billion in 2015.

"As Tommy Hilfiger celebrates its 30th anniversary, we're continuing to drive our business forward – from elevated designs to innovative digital and consumer experiences."

– Daniel Grieder
Chief Executive Officer, Tommy Hilfiger and PVH Europe

Tommy Hilfiger

Our core line, Tommy Hilfiger, embodies the brand’s classic American cool spirit with a broad selection of designs across more than 25 categories, including men’s, women’s and kids’ sportswear, footwear and accessories. With a focus on a 25 to 40 year-old consumer, Tommy Hilfiger is internationally recognized for celebrating the essence of classic American style with a fresh, modern twist inspired by pop culture – from fashion, art and music to sports and entertainment. Products are sold domestically and internationally in our Tommy Hilfiger specialty and outlet stores, through our wholesale partners (in stores and online) and through our digital commerce sites.

Hilfiger Denim

This line brings authentic American denim with a modern edge to the global consumer, with offerings that are more casual and trend-oriented than the Tommy Hilfiger label. Targeting the 18 to 30 year-old denim-oriented consumer, the line focuses on premium denim separates, footwear, bags, accessories, eyewear and fragrance. Products are primarily sold outside North America and can be purchased in our Tommy Hilfiger retail stores, through our wholesale partners (in stores and online) and through our digital commerce sites.

Hilfiger Collection

Hilfiger Collection is the pinnacle of the Tommy Hilfiger product offering and features its most directional styles for women, blending the brand's Americana styling with contemporary influences. The collection targets 25 to 40 year-old consumers and includes designs that premiere on the runway during New York Fashion Week. Hilfiger Collection is available globally at select Tommy Hilfiger retail stores, through our wholesale partners (in stores and online), and through our digital commerce sites.

Tommy Hilfiger Tailored

Targeting 25 to 40 year-olds, this line reflects the brand's American menswear heritage in elevated, sophisticated styles that are suitable for more formal occasions. From structured suiting to more relaxed tailoring, classics are modernized with precision fit, premium fabrics, updated cuts, rich colors and luxurious details executed with the brand's signature twist. Tommy Hilfiger Tailored is available globally at select Tommy Hilfiger stores, through our wholesale partners (in stores and online), and through our digital commerce sites.

Marketing & Consumer Engagement

Global marketing campaigns are integral to Tommy Hilfiger, with a focus on driving awareness, consistency and relevancy across product lines and regions. Tommy Hilfiger engages consumers through comprehensive 360° marketing campaigns, which have a particular focus on innovative experiences and digital marketing initiatives.

Tommy Hilfiger spent over $150 million on global marketing and communications efforts during 2015, and the global power of the brand and its digital expertise are being recognized. In 2015, Tommy Hilfiger was ranked the #10 apparel brand in Millward Brown’s “Top 100 Most Valuable Global Brands” report for the second consecutive year; it was the fastest rising brand in the top 10, with brand value rising 29% year-over-year. With the introduction of its Digital Showroom and virtual reality retail experiences, Tommy Hilfiger continues to be recognized as an industry leader in digital innovation. 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 was further honored at the 2015 Asia Pacific Sabre awards, the world’s largest Public Relations awards program, and received two top industry awards recognizing its marketing and digital programs at its 30th anniversary fashion show in Beijing, China.

Tommy Hilfiger leverages its high-profile brand with events across social media to attract and engage millions of consumers, influencers and media worldwide. Coverage of the Tommy Hilfiger Fall 2016 fashion show – #TOMMYFALL16 – reached over 1 billion global social media impressions. Additionally, the launch of Tommy Hilfiger’s partnership with Rafael Nadal for Tommy Hilfiger underwear, Tommy Hilfiger Tailored and the Tommy Hilfiger Bold fragrance was accompanied by a global multimedia advertising strategy in over 40 countries and a campaign video that went viral, as Google ranked it in the Top 10 most-watched YouTube videos during the launch month. The campaign had over 500 million impressions during the second half of 2015 and helped improve full price sales and sell throughs of underwear in Europe and the U.S. during that timeframe. Womenswear will be a focus in 2016, with supermodel and millennial icon Gigi Hadid serving as the global brand ambassador for Tommy Hilfiger’s women’s collections beginning in the Fall season. Given her impressive social media following and credibility with female consumers, we believe that the brand’s precedent of engaging consumers, while driving brand relevance, will continue.