Tommy Hilfiger - The Struggles of an American Fashion Icon
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(Case Code: MKTG090) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTG090 |
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extraThemesBrand Management |
| Case Length |
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15 Pages |
| Period |
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1969-2004 |
| Pub Date |
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2004 |
| Teaching Note |
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Not Available |
| Organization |
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Tommy Hilfiger |
| Industry |
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Branded Apparel |
| Countries |
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USA |
Abstract:
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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.
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Issues:
• Evolution of a fashion label from being a single product business to one encompassing a wide variety of products and offerings.
• Importance of keeping the designs up-to-date and in sync with rapidly changing customer tastes in the apparel/fashion business
Contents:
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
Tommy Hilfiger - The Struggles of an American Fashion Icon
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