Tommy Hilfiger Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: January 24, 2022
Marketing Strategy of Tommy Hilfiger analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Tommy Hilfiger marketing mix, help the brand succeed.
Tommy Hilfiger marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Tommy Hilfiger Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Tommy Hilfiger Product Strategy:
The product strategy and mix in Tommy Hilfiger marketing strategy can be explained as follows:
Tommy Hilfiger is a leading fashion label having a wide clothing range and strong global presence. Tommy Hilfiger offers a variety of products in premium segment fashion and lifestyle. They provide style, quality and value to the buyers and focus on the American classic designs by adding a youthful twist to them. The various product categories in its marketing mix offered include:
• Lifestyle and Home décor
There are different line of brands and collections launched by the company which help it to target a wider customer base while understanding the different style tastes of each section. The core product line of Tommy Hilfiger offers designs across 25 categories and is targeted at 25-40 years old customer with offerings for men’s clothing, women’s clothing, shoes and accessories. Tommy Hilfiger also has products for kids’ section. Tommy Hilfiger Denims brand is targeted at a younger customer section of 18-30 years old, and has more edgy and casual designs. Hilfiger collection is primarily targeted at women and is manufactured in Italy using high quality premium materials, while Tommy Hilfiger Tailored collection caters to the corporate men with sharp and sophisticated designs. The brand has also committed itself to not use exotic animal skin for any of its products. As a part of its innovation, the brand has created a clothing line for a neutral gender in 2021.
Tommy Hilfiger Price/Pricing Strategy:
Below is the pricing strategy in Tommy Hilfiger marketing strategy:
Tommy Hilfiger is a high-end fashion brand and charges premium on its products, but as compared to its competitors like Ralph Lauren and Lacoste, its prices come in the lower segment.
This has decreased its brand equity among the users since its high glory phase of the 90’s. The company follows a discount based pricing model in its marketing mix and offers sale on products in major off seasons. Still Tommy Hilfiger is the brand people want to relate to, given its fresh take on the classic American style and pop music culture inspired designs and that helps the company to remain in the premium segment. The Hilfiger collection is priced in the higher segment as it can charge premium based on its value, quality and New York fashion week runway designs. Similarly, the Tommy Hilfiger Tailored collection also charges premium based on value based pricing and customized fit. The brand is known for a slightly premium pricing owing to the high quality apparel offered. The price range for most of the clothes lies anywhere between $10 to $500.
Following is the distribution strategy in the Tommy Hilfiger marketing mix:
Tommy Hilfiger is global brand and therefore has a global presence through its huge chain of retail stores and online shopping website. Tommy Hilfiger caters to a wide variety of customers Its head office is in Amsterdam, Netherlands. The company has its own stores as well as a franchise based model for retail. There are more than 1500 stores of Tommy Hilfiger located in over 100 countries across the world. It has flagship stores are in the major cities around the world- New York, London, Paris, Tokyo, Los Angeles and Dusseldorf. The store layouts reflect the classic cool American style and the upbeat Tommy Hilfiger designs. The products are also available online on the company’s website, as well as other ecommerce portals.
The Tommy Hilfiger website is available in different languages in order to attract a global customer base- English, Spanish, Portuguese, German, French, Italian, Japanese, Dutch, Turkish and many more. The brand has a strong presence online via social media, digital marketing, online ads and much more.
Tommy Hilfiger Promotion & Advertising Strategy:
The promotional and advertising strategy in the Tommy Hilfiger marketing strategy is as follows:
Tommy Hilfiger follows an aggressive marketing strategy using different channels to reach out to its customers and thus has a very high brand visibility. Tommy Hilfiger uses magazine ads, newspaper ads and billboards for promotions. It also uses celebrities as brand ambassadors and the tagline “For the People”. Its current brand ambassador is supermodel Gigi Hadid. Sales promotion is done by offering discounts of around 10-15% across the product lines during off season or special occasions. It also uses point of sale promotions by making their store layout in line with the preppy fashion they offer. Tommy Hilfiger stores are designed in such a way that they reflect the classic cool of American Style. They also launched a virtual reality store experience in 2015 which was a big hit among the customers. The buyers could watch the 2015 Fall Hilfiger Collection in 360-degree 3D virtual reality from front row and shop the collection immediately. But this was available only in select flagship and franchise stores. For online promotions, it gives special offers on its website. It also sends emails to its members showcasing the latest arrivals. This covers the Tommy Hilfiger marketing strategy & marketing mix.
About Tommy Hilfiger:
Tommy Hilfiger is a fashion brand that sells footwear, apparel and accessories for men, women and kids. It is the subsidiary of PVH Corporation. Its caters to the fashion tastes of young, educated urban people a preppy style of dressing. It was started by designer Tommy Hilfiger, who still continues to oversee the designs of the products launched by the company. The world fashion industry is valued at $ 3 trillion and has been consistently growing over the past few years.
Tommy Hilfiger, as a brand is taking advantage of the well-defined fashion eco system with its fresh take on classic American design and taking it to the world. With its signature style, it has generated a reputation for itself and has put itself in the premium fashion category.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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