With more than 1,200 stores and distribution in 90 countries, Tommy Hilfiger is one of the few globally recognized accessible designer lifestyle brands. The "classic American cool" spirit of the brand inspires a wide range of preppy, all-American designs that appeal to a diverse array of global consumers. Tommy Hilfiger has achieved strong global brand awareness and recognition and it occupies a unique position as a premium brand offering quality apparel, accessories and lifestyle products at accessible price points. Global retail sales of products sold under the Tommy Hilfiger brands were approximately $6.0 billion in 2012.
We design and market a premium lifestyle brand portfolio that includes Tommy Hilfiger, Hilfiger Denim and Tommy Girl. Each brand targets a different core customer and interprets the Tommy Hilfiger lifestyle for its relevant demographic audience in terms of styling, category offerings, price points and channels of distribution. This strategy attracts a diverse customer base and provides us with the opportunity to market products both domestically and internationally at higher price points, in higher-end distribution channels and to different consumer groups than most of our Heritage Brands business product offerings. Across our three labels, Tommy Hilfiger product offerings by us and our licensees include women’s runway collection; sportswear for men, women and children; footwear; athletic apparel (golf, swim and sailing); bodywear (underwear, robes and sleepwear); eyewear; sunwear; watches; handbags; men's tailored clothing; men's dress furnishings; accessories; socks; small leather goods; fragrances; home and bedding products; bathroom accessories and luggage.
Our brand portfolio includes:
• Tommy Hilfiger – Our core line, which embodies the brand’s "preppy with a twist" heritage and focuses on a 25 to 45 year-old consumer. Products are sold domestically and internationally through our own retail stores (flagship locations, anchor stores, specialty stores and outlet stores), through the wholesale channel and through our e-commerce website;
• Hilfiger Denim – This line is inspired by American denim classics with a modern edge that is more "fashion forward" and casual than the Tommy Hilfiger label. Targeting 25 to 30 year-old men and women, 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 own retail stores, through the wholesale channel and through our e-commerce website; and
• Tommy Girl – Our Tommy Girl collection focuses on 12 to 18 year-old females and offers youthful, spirited apparel such as denim, casual tops and sweaters, dresses, skirts and accessories. In addition to being sold on our company-operated e-commerce website, Tommy Girl apparel is sold at Macy’s in the United States. Outside of North America, the line is sold in various department and specialty stores.
We believe the Tommy Hilfiger brand’s global awareness has been achieved through the consistent implementation of a global marketing and communications strategy, continued product enhancements and an improved in-store experience. We continue to make significant investments in global advertising and integrated marketing programs, spending over $170 million on global marketing and communications efforts in 2012. The popular "The Hilfigers" advertising campaign, featuring the eclectic Hilfiger family, is the cornerstone of our marketing strategy, leading a global creative vision for the brand. This campaign continues to resonate with a global consumer audience and conveys our brand message consistently and seamlessly across all brand touch points. – less