Tommy Hilfiger (B) Turnaround

Case Code: BSTR492 Case Length: 13 Pages Period: 2005-2010 Pub Date: 2016 Teaching Note: Available

Price: Rs.500 Organization: Tommy Hilfiger, Apax Partners, PVH Industry: Apparel Countries: USA, Europe Themes: Business Strategy, Brand Management

Abstract Case Intro 1 Case Intro 2 Excerpts

Abstract

Tommy Hilfiger (Tommy) is a designer, manufacturer, and retailer of men's, women's, and children's apparel. As of 2016, it was owned by The Phillips-Van Heusen Corporation (PVH). Tommy Hilfiger was named after its founder, Thomas Jacob Hilfiger (Hilfiger). Hilfiger was born in Elmira, New York, in 1951. The cases discuss Tommy’s journey from the year it was founded in 1985 to its acquisition by PVH. Case (A) describes Tommy’s humble beginnings as a small retail designer label to its going public and then getting acquired by a private equity firm. The case contours the evolution of Tommy as a preppy brand and then swaying from its core to become a hip-hop brand. It further explores Tommy's expansion in the 90s and its decline in the late 90s resulting from the overexposure of its merchandise. The case concludes with the appointment of a new dynamic CEO, highly regarded as a turnaround expert.

Issues

This case study will help the students to understand:

• Global Expansion of brand and brand localization
• Turnaround strategies for a retail brand
• Rationalizing operations
• Exclusivity in Distribution

Contents

Introduction
Background
Early Efforts at Rocovery
Breaking with the Past
Turnaround Begins
European Expansion
Post Turnaround
Exhibits

Keywords

Global Markets, Brand Localization, Retail Strategy, Distribution Exclusivity, Private Equity, Acquisitions

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