Abstract

The case discusses the growth and decline of one of the leading global fashion labels, Tommy Hilfiger, from a strategic perspective. It provides information about the initial days of the man behind the business - fashion designer Tommy Hilfiger. Thereafter, the case gives a detailed account of the reasons behind the phenomenal success of the brand during the 1990s. It focuses on the following issues: licensing, association with music celebrities (especially with hip-hop/rap artists), designing and promotion. Next, it talks about the reasons that led to the brand’s downturn in the early years of the 21st century and the corrective measures undertaken. Finally, it discusses the moves being made at the company in early-2004 and comments on its future prospects.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Brand building exercise for Tommy Hilfiger.

Keywords

Growth, global, fashion labels, Tommy Hilfiger, strategic perspective, phenomenal success, licensing, association, music celebrities, hip-hop, rap artists, designing, downturn, 21st century, future prospects