jury 28th nov doc.docx

Integrated Project

TOMMY HILFIGER

Submitted to

Dr. Tarun Pandey

Post Graduation Diploma in Fashion Business

By

Natasha Ch Pardeshi

Swati Saharia

Vishakha Tuli

Kopal

(2014-16)

CONTENTS

PARTICULARS PAGE NO.

DECLARATION

We, Natasha Pardeshi, Vishakha Tuli, Kopal Nigam, Swati Saharia students of Pearl Academy, New Delhi, hereby declare that the project work entitled “Integrated Project, Tommy Hilfiger” submitted to the business department is a record of the original work done by us under the guidance of all faculty members.

This report has not been previously submitted for ant examinations/Institute/University.

Date: 28th November 2014

Place: Pearl Academy, Naraina.

ACKNOWLEDGEMENT

Every work accomplished is a pleasure- a sense of satisfaction. However number of people always motivates, criticizes and appreciate a work with their objective ideas and opinion, hence we would like to take this opportunity to thank all, who have directly or indirectly helped us accomplish this project.

Firstly, I would like to thank our course leader MR. Tarun Pandey and all faculty members of PG Fashion Business without whose support this project could not be completed.

Next we would like to thank all the people, who gave their valuable time and feedback to this project.

We would also like to thank my college for supporting us with resource, which beyond any doubt have helped us.

RATIONALE

Tommy Hilfiger is one of the leading premium lifestyle brands therefore it encourages us to develop our knowledge in terms of its market research. Main purpose of our study is to understand its origin, promotion strategy, product line, customer relationship management and also their retail outlets

It gives us the opportunity to understand and observe the brand much in depth in terms of knowing the image of Tommy Hilfiger in consumer’s mind.

OBJECTIVES

To Analyze Consumer Behavior towards Tommy Hilfiger

To Study Market Mix of Tommy Hilfiger

To Analyze Consumer Behavior towards Tommy Hilfiger

To Analyze Competitive Market of Tommy Hilfiger

INTRODUCTION

1. HISTORY, ORIGIN AND EVOLUTION

1.1 HISTORY AND ORIGIN

Tommy Hilfiger Corporation, more commonly known as Tommy Hilfiger, is a

leading premium lifestyle brand. One of the world’s most prominent designer

apparel brands, it is currently incorporated in Hong Kong. The company was

founded in 1982 by the legendary American fashion designer Thomas Jacob

Hilfiger.( Mr Hilfiger was born in New York on March 24th, 1951 and is of

German-Swiss and Irish descent. His parents expressed their desire that he

might go down a more traditional career path, but instead he left education at

18 and went to work in retail)

The designer's big break came in 1984 when he was approached by an Indian

businessman (Mohan Murjani)p;

who needed a fashion maestro to lead a sportswear line for men. This was a

considerable fillip for Hilfiger as he was able to design the label under his own

name and such a milestone was celebrated by a bold billboard in New York

City's Times Square. He reportedly told a reporter in 1986: "I think I am the

next great American designer. The next Ralph Lauren or Calvin Klein."

Hilfiger has built his brand, using his signature red, white and blue tag, which

has become popular among the upper class and the casual buyer. Before

making his immensely popular product, he opened several stores in the '70s. It

wasn't until 1984, when he was approached to design a men's sportswear line

with his name that he took off into the stratosphere of fame and fashion.

[Tommy Hilfiger, 2014]

http://www.biography.com/people/tommy-hilfiger-594098

http://www.biography.com/people/tommy-hilfiger-594098

http://tommy.com/

1.2 EVOLUTION

Tommy Hilfiger is one of the world’s leading designer lifestyle brands and is

internationally recognized for celebrating the essence of classic American

cool style, featuring preppy with a twist designs. Founded in 1985, Tommy

Hilfiger delivers premium styling, quality and value to consumers worldwide

under theTommy Hilfiger and Hilfiger Denim brands, with a breadth of

collections including Hilfiger Collection, Tommy Hilfiger Tailored, men’s,

women’s and children’s sportswear, denim, accessories, and footwear. In

addition, the brand is licensed for a range of products, including fragrances,

eyewear, watches and home furnishings. Founder Tommy Hilfiger remains the

company’s Principal Designer and provides leadership and direction for the

design process.

The company's formation dates back to 1984 when designer Tommy Hilfiger

entered into a licensing accord with Murjani and launched his first signature

collection through his firm, Tommy Hilfiger Inc.

In 1989, clothes manufacturer Silas Chou of Hong-Kong and Lawrence Stroll

of the UK took a majority stake in Tommy Hilfiger Inc. Following this, the

license accord with Murjani was terminated.

Tommy Hilfiger Inc was publicly listed in the NYSE during 1992.

In 1993, the company launched belts, neckwear for boys and men, and small

leather goods, and followed it with the launch of suits/sportcoats, dress shirts

and underwear for men in 1994.

In the same year,Tommy Hilfiger opened its outlet and specialty stores. A year

later, the company started distributing its products in Chile, Mexico and

Venezuela.

In 1998, Tommy Hilfiger acquired its women's wear and jeanswear licensed US

distributor Pepe Jeans USA and its Canadian licensee, TH Canada. The same

year saw the company expanding its distribution to Taiwan, Turkey, Spain,

Portugal, Greece, Colombia and Brazil and launching new product lines such

as home linen, bath and bed products, and sunglasses and athletic fragrances

for men. In the following year, fragrances, handbags and cosmetics were

launched for women.

The company launched its website www.tommy.com during 1999 as a

marketing platform for its lifestyle brands.

Through the 200Os, Tommy Hilfiger ventured into the businesses of women's

intimate apparel, jewellery, watches and travel gear. The company's

geographic foray included countries such as Argentina, Australia, Italy,

Mexico, Qatar, India, Korea, South Africa and Saudi Arabia.

In 2000, the company closed its flagship stores in London (England) and

Beverly Hills (California in the US); and dropped its plans to introduce a dress-

up division for women. Tommy Hilfiger acquired its European licensee, TH

Europe, in 2001. The company closed19 specialty stores in the US in April

2003.

The closure spree continued in 2004, with four US specialty stores being

closed. In March 2004, the company launched its H Hilfiger label and

repositioned its US Young Men's Jeans business as a classic denim line.

Tommy finance, 2013

In April 2005, the company reacquired the rights for its Tommy Hilfiger brand

in Italy from the Italian firm, Fincom.

Tommy Hilfiger undertook a restructuring programme for its US Wholesale

operations in 2005 under which, 135 employees were terminated. During the

same year, the company changed its segment reporting whereby, the

Wholesale segment was further divided into two segments, namely,

International Wholesale and US Wholesale.

During 2005, the company decided to pull its H Hilfiger label from the

department store channel and position it as a specialty store concept. Tommy

Hilfiger also relaunched its e-commerce portal with expanded offerings in the

same year. In January 2005, the company acquired the trademarks and

businesses of designer Karl Lagerfeld (including the companies Karl Lagerfeld

and Lagerfeld Gallery). In May 2006, Tommy Hilfiger was acquired by funds

advised by the private equity investment group, Apax Partners, for nearly $1.6

bn.

[Tommy Hilfiger, 2013 : search. Proquest]

1.2.1 GLOBAL MARKET

Tommy Hilfiger, which was acquired by PVH Corp. in 2010, is a global apparel

and retail company with more than 17,000 associates worldwide. With the

support of strong global consumer recognition, Tommy Hilfiger has built an

extensive distribution network in over 90 countries and more than 1,400 retail

stores throughout North America, Europe, Latin America and the Asia Pacific

region. Global retail sales of the Tommy Hilfiger brand were US $6.4 billion in

2013.

1.2.2 INDIAN MARKET

Tommy Hilfiger's entry into the country comes after long-drawn out

negotiations with domestic apparel companies. The US giant, which is building

its business in Asia after restructuring its operation in the US and European

markets, had earlier approached the Aditya Birla group company Indian Rayon

for a tie-up.

The deal with Arvind Brands has bought to the fore a Hong Kong-based NRI

Mohan Murjani who owns the rights for Tommy Hilfiger in India. Murjani, who

[Castle marketing, 2014]

shook the global fashion circuit by launching the Gloria Vanderbilt brand 20

years ago, has a close personal rapport with Lalbhai group head Sanjay

Lalbhai, that apparently helped the deal go through.

[Bennett, Coleman & Co. Ltd., 2014]

2. ORGANISATIONAL STRUCTURE

Fig 1. Organisational chart

[store manager,pers. comm.,2014]

3. BRAND MIX

The two main brands of Tommy Hilfiger are:

Tommy Hilfiger – Our core line, which embodies the brand's "preppy

with a twist" heritage and focuses on a 25 to 40 year-old consumer.

Products are sold domestically and internationally through their own

retail stores (flagship locations, anchor stores, specialty stores and

outlet stores), through the wholesale channel and through e-commerce

websites; and

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 the 18 to 30 year-old denim-oriented consumer,

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 their own retail stores, through

the wholesale channel and through e-commerce websites.

[Famous Logos,2013]

3.1 PRODUCT

Tommy Hilfiger is a recognized premium fashion brand, offering customers a

range of high-quality product. Tommy Hilfiger Corporation markets menswear,

[Hilfiger denim, campaign, 2014]

http://www.famouslogos.net/

womenswear, and childrenswear designed by Tommy Hilfiger. Hilfiger sells a

complete line of clothing from socks to shirts, swimwear, jackets, pants, belts,

wallets and ties, as well as sleepwear, golf clothes, eyewear, cosmetics,

bedding, and home furnishings.

The Tommy Hilfiger collection consists of casual sportswear and accessories

for men and women that reflect the classic American cool brand mission.

Products include men’s, women’s, and children’s apparel, footwear,

swimwear, accessories, fragrances, home and bedding products, and luggage.

Tommy Hilfiger products are sold at dedicated retail stores, department stores

and specialty stores worldwide.

[PVH Corp. 200 Madison Avenue, New York, NY 10016, 2014

MEN WOMEN

JEANS

PULLOVER

SHIRTS

T-SHIRTS

SEMI-FORMAL

SHIRTS

CASUAL

TROUSER

JACKETS

T-SHIRTS

SHIRTS

TOP

DRESSES

JEANS

PRODUCT LINE

Fig.2 Product Lines


FOOTWEAR

LOAFERS

SLIPPERS

STILETTOS

SHOES

ACCESSORIES

SANDALS WATCHES

PERFUME

BELTS

HANDBAGS

3.1.1 TOMMY HILFIGER AND ITS BRAND

Recent changes in consumer behavior have shifted from prescriptive to self-

creative styles, and Tommy designers have not responded well (New York

Magazine, 2000). In the segments where the company operates, apparel with

logos has fallen out of favor. Consumers have moved away from this

structured approach toward wanting more freedom in what they wear. They do

not desire to be connected as strongly to a brand label.

The move toward self-creative styles may reflect that consumers are shying

from brand identification and wanting to exude a style that is unique and

reflects their own personality, rather than an image created by a brand.

Since 2000, THC lost its brand identity focus; collections were not targeted at

specific segments and they were not designing for the newest urban lifestyle

trends. For example, they targeted teenagers but the styles turned out to be

attractive to “parent’s brand,” being the clothes that are bought for the kids by

parents.

In attempt to rescue the brand appeal, its “Spirited All American style”, THC

made some drastic brand changes:

• Clarify brand structure by targeting each brand to a specific

demographic area.

• Avoid being logo-centric.

TOMMY HILFIGER BRAND

The Tommy brand has divided into

three collections.

H Hilfiger

Tommy Hilfiger

Tommy

[Live creating yourself, 2014]

[Phablife,2014]

Each collection contains several lines.

The H Hilfiger and Tommy Hilfiger collections overlap in their target markets.

The Tommy collection is targeted towards a yhounger market segment. The

Tommy Hilfiger brand is divided into the following collections:

H Hilfiger

The men’s and women’s lines of spring 2004 marked the launch of the H

Hilfiger brand (“Annual Report,” 2005). The new line is in response to consumer

seeking a higher level of sophistication in their style. The market is defined as

“upper end apparel” and offers a dressier look that can be worn to the office.

The company made a $10 million investment in marketing for the brand,

including an advertising campaign that features rock star David Bowie and his

supermodel wife.

(“Annual

Report,” 2005).

The H Hilfiger collection was originally launched exclusively in 120 Federated

Department Stores, but was pulled at the end of summer 2005 (Greenberg, J.,

2005). “In reviewing our brand strategy, it became evident that the H Hilfiger

line was not appropriately positioned within the department store channel,”

said Dyer and Hilfiger in THC’s Annual Report (2005). The company is

repositioning “H Hilfiger as a specialty store concept” (“Annual Report,” 2005).

There are plans to open five to ten specialty stores in the second half of 2006.

Eventually, the company seeks to have 200 stores worldwide (Greenberg, J.,

2005).

Tommy Hilfiger

The signature line of Tommy Hilfiger is identified at the Tommy “Flag” Hilfiger

label and the Tommy “Crest” Hilfiger label. The Tommy Hilfiger Corporation

identifies the target market for their “Flag” and “Crest” labels as those 25-55

years old. The “Flag” collection consists of casual sportswear for men and

women that emphasize “classic with a twist” style. The “Crest” label consists

of tailored clothing and dress furnishing, as well as dress casual sportswear

for men. The company defines the market as “better apparel segment.” The

“Flag” label is distributed worldwide in department and specialty stores, while

the “Crest” label is distributed in the United States and Canada only.

Tommy

The Tommy brand is a younger edgier line targeted at the 15-22 year age

group. The clothes are designed with a youthful fit. The Tommy logo has

been used on young men’s jeans, junior jeans, and graphic tees, but as of fall

2005 the company closed the Young Men’s Jeans division (“Annual Report,”

2005). The decision reflects the stronger market demand for more

sophisticated premium denim washes rather than promotional commodity

jeans

3.2 PRICE

PRICE RANGE

PRODUCT MINIMUM (in Rs) MAXIMUM (in Rs)

MEN

T-SHIRTS 1999 2799

SHIRTS 2999 6799

JEANS/TROUSERS 3999 11999

PULLOVERS 3999 5999

WOMEN

SHIRTS 1299 2999

TOP 1999 3999

DRESSES 2999 5999

JEANS 2999 7999

Table 1. Price Range[store manager,pers. comm.,2014]

3.3 PLACE

Rs. 1999- Rs. 2799

Rs. 2999 –Rs. 6999

Rs. 3999 –Rs. 11999

Rs. 1299 –Rs. 2999

Rs. 2999 –Rs. 7999

In the establishment of the brand, retail stores have played a key role. Ever

since the launch of the first store in 1997, more than 200 stores have opened

all over the world - and they are still growing. Anchor stores are built in key

locations and franchise stores have been established around these anchor

stores. Tommy Hilfiger and its partners operate over 350 stores worldwide.

3.4 PROMOTION

2

113

1

6

2

14

13

1

5

10

11

9

8

2

8NCR

In an attempt to entertain consumers while tommy Hilfiger do different kinds of

promotions which includes online promotions, fashion shows, advertising etc.

Some promotional activities of Tommy Hilfiger:

Tommy Hilfiger Spring 2014 global advertising campaign featuring The

Hilfigers – the beloved all-American family at the heart of the brand’s

marketing strategy.

They advertise with fashion shows such as breast health international

champagne, F/W 2014, pre fall 2014, summer 2014, denim campaign S/S 14,

S/S 14.

Attack! Promotional models headed to local

Tommy Hilfiger stores located in popular

mall destinations to help promote the

newest TOMMY clothing line. Energetic

brand ambassadors interacted with

shoppers, encouraging them to learn about

the new line. Promotional spokes models

dressed in TOMMY gear distributed the Zine, a

miniature magazine featuring TOMMY products and lifestyles. Promotional

coupons were also attached to each Zine for shoppers to enjoy!

[Attack marketing, 2010]

Save when you shop online at Tommy Hilfiger. eg.

Use promo code: BMSMTAKE40 on orders over

$250 and save 40 percent. Use promo code:

BMSMTAKE20 to save 20 percent on any order on

the entire site.

Hilfiger Denim: "MEDIA CREATIVITY” Print Ad

[attack marketing, 2010]

[New Jersey On-Line, 2014]

Online promotion activity

Loyalty card promotion for customers

[(Self) Face book profile,2014]

Tommy Hilfiger also has membership loyalty enrolment promotion for

their regular customers. There are two level of loyalty card and those are as

follow:

1. Silver card

2. Gold card

1. Silver card: If a customer shop between Rs 15000 to 19999 then

that particular customer is eligible for silver card membership. The

benefits of silver card membership are mentioned below:

On every purchase that particular customer will get 10% discount.

Free home delivery

On birthday and anniversary will get additional 5% discount.

If the customer crosses shopping worth Rs 20000 then the same

customer will be upgraded to Gold card membership.

2. Gold Card : If a customer shop for more than Rs 20,000/- then the

same customer will be enrolled for gold card membership and the

benefits of having Gold card are mention below:

On every purchase that particular customer will get 20% discount.

Free home delivery

On birthday and anniversary will get additional 5% discount.

Also customer is eligible for customizing on T- shirt like adding name

behind the polo t-shirt.


4. HR POLICIES OF TOMMY HILFIGER:

Silver CardAbove Rs 7000/-

Gold CardAbove Rs 15000/-10% Discount for

lifetime

Regarding HR information has

been taken during an interview of

Store manager of Connaught Place

Exclusive brand outlet.

4.1 WORKING HOURS POLICY:

Tommy Hilfiger has nine hour working policy for their employees. For backend

team they have fixed time that is 9 a.m. to 6 p.m. but for front end team they

have two shifts

1 10 a.m. to 7 p.m. (It is known as morning shift)

2. 1 p.m. to 10 p.m. (It is known as afternoon shift)

4.2 PROBATION AND CONFIRMATION POLICY:

Tommy Hilfiger has 3 month probation working policy after employees

joining their work if employee’s service found satisfactory then after three

month confirmation letter will be provided to their employees.

If the employee found absence for continuous period for seven days

without prior approval of their respective superior or manager, would result

employee losing his / her service and the same shall automatically come to an

end without notice or intimation.

4.3 LEAVE, COMPENSATION AND WEEK OFF POLICY:

In Tommy Hilfiger every employee is eligible for 2.5 leave in a month,

where 1 leave is sick leave and remaining will be casual leave.

If the employee of Tommy Hilfiger have worked on any holidays when

theoffice has been closed and has been officially declared as holiday. For the

employees benefit the employee gets a compensatory off benefitted to his

leaves account. Hence he can use this leave in future whenever he wishes and

will be a paid leave.

In Tommy Hilfiger front end team gets week off once in a week on weekdays

and backend team gets week off on Saturday and Sunday.

4.4 SALARY STRUCTURE:

In Tommy Hilfiger salary of their employees

differs designation to designation wise and also it

differs in same line depending on employee

experience or previous salary and if the employee

is fresher then they have fixed salary for them.

4.5 PERFORMANACE APPRAISAL POLICY:

In Tommy Hilfiger appraisal happens annually once in financial year and also

Tommy Hilfiger believes in checklist

appraisal strategy where every option

will have rating scale (e.g. 1= Lowest and

5= Highest), below mentioned point are

commonly find during in appraisal

checklist.

• Adaptability

• Punctuality

• Co-operation

• Dependability

• Job knowledge

4.6 TRAINING AND DEVELOPMENT:

Tommy Hilfiger provides training to their

front end employee once in season it means twice a

year in this training for their employee. The object

of trainee is to prepare their employee to do a

certain job. However in Tommy Hilfiger training other employee is often a

major part of a manager’s job. For an example store manager who has

Enama business,2014

assistant store manager should be training in such a way that assistant store

manager become a store manager at a later date.

There are two types of training in Tommy Hilfiger informal way and

formal way.

• Informal training: It is the type training in which managers are expected

to learn their job “on the job”, taking the initiative themselves.

• Formal Training: It is the type of training which is usually supervised or

directed and follows a programme that involves the accomplishment of certain

set goals.

Training can involve the new employee as well as employee who are already a

part of employees.

There are three phases in Executive Training Development Programme

• Customer Relationship Management: This training is basically to

mastering the art of selling and understanding customer service expectations

are very important. Trainees will develop leadership skills in selling, enhance

their customer interaction, and gain knowledge of company policies and

procedures.

• Buying and Sales Support: In this training will be includes such area as

Inventory Management, Merchandising Selection, Marketing Analysis and

Planning and Vendor relation.

• Supervisory Training: This assignment pairs the trainee with an

experienced Area Sales Manager, giving them the opportunity to use their

Talent and skills they have been developing in the role of managers.

[Nancy J. Rabolt and Judy K. Miller 2009]

4.7 INCENTIVE POLICY:

For front end team incentive depends on their store performance.

Opening of the month store will get target to achieve and incentive depends if

the budget is achieved by 90%, 100% and 120%

If the target achieved by 90% then store will get 0.5% incentive of

numbers achieved by store.

If the target achieved by 100% then store will get 1% incentive of


If the target achieved by 120% then store will get 1.5% incentive of


And all these incentives HR distribute according to store employee

designation wise

(Store manager, Assistant store manager, Sr. Fashion consultant and fashion

consultant these all designation are found in front end team)

4.8 RECRUITMENTS POLICY:

There are two way recruitments in Tommy Hilfiger

1. Internal

2. External

Internal:

In internal recruitment strategy is characterized by promoting employees

from within an organization to fill upcoming positions this recruitment may be

in the form of creating and shuffling temporary teams to fill certain tasks or

may be permanent changes. In Internal recruitment before moving an

employee for next position employee go through an interview from HR and

Superior Manager. This mostly happens during appraisal session after one

year completion of employee.

Advantages:

Internal recruitment has some natural advantages. You do not have to

"reinvent the wheel" with an internal recruit. He will likely understand your

business model, your culture and your processes before assuming the new

position. The resulting outcome is that he will assimilate into the new position

faster than a new employee who will need to be trained on the many

formalities of your firm from benefits to where your fire exits are before he can

begin job-specific training.

2. External:

An external recruitment strategy is one which a human resources department

will systematically search the employee pool outside its own employees to fill

positions. Tommy Hilfiger use advertisements in job search websites, job

consultancy and referrals from current employees to fill positions.

Advantages:

External recruitment also has some substantial advantages. Unlike internal

recruits, you are getting an inflow of often completely new ideas with an

employee who has not been exposed or overexposed to your corporate

culture. An outside prospect often yields new ideas. She may bring

information or methodologies from her former employer that can be integrated

into your best practices.

4.9 WORKING ENVIRONMENT:

From Tommy Hilfiger front end team found that they are very happy with

working environment, below mentioned points describes same.

• As they get meet different people as customer during their working

hours hence they get to know that how every customer’s needs are different.

• Front end team gets in every three month saloon voucher of 4000 for

grooming (e.g. for guys its haircut, hair color and for girls hair cut/ style/ hair

color and facial)

• Fashion consultants performance is always checked weekly wise by

store manager and whoever performs really well will be rewarded by two

movie tickets.

• In every six month front end team are eligible to pick two bottom and

three top for their uniform.

• They have quite casual and friendly attitude towards subordinate

including Manager.

• In Tommy Hilfiger promotion happens once in a year depending upon

employee’s performance.

• Tommy Hilfiger majorly do internal recruitment hence employee of same

company have opportunity to grow in terms of promotion.

5. VISUAL MERCHANDISING:

Visual merchandising is a general term

that is to describe everything that is

seen when a customer enters to a store.

Basically it is a presentation of a store

and merchandise in a ways that will

attract the attention of potential

customers and motivate to make them

[Design week,2014]

purchase. Effective merchandise can sell

the merchandise without any type of

promotion.

In Tommy Hilfiger effective visual merchandising is very important. They

uses In store approaches for the majority of their promotion rather than using

their media advertisement. Tommy Hilfiger develops strict standards to create

merchandise presentation consistency in all stores. Below mentioned points

Tommy Hilfiger majorly focuses in terms of Visual Merchandising.

Window Display:

It is an important part of visual merchandising. Tommy

Hilfiger uses open window display which helps customers to see

directly into the store through the display.

Interior Product Display:

This help customer locate

merchandise and can illustrate how

the merchandise is used or worn.

[Design week,2014]

Additionally, product display can illustrate how the merchandise is used or

worn.

Please find below mentioned picture for Visual merchandising of Pacific Store,

Subhash Nagar, Delhi

OVERALL

LOOK OF THE STORE

Winter Wear Collection

Display

Front Display Unit To

Display Core Collection

Cross Merchandising

Display

Knitwear Display

Unit

Women’s Wall

Display

During Our Project to understand Tommy Hilfiger retail mix we have studied

on Pacific mall’s Tommy Hilfiger Store. Kindly find below mentioned

description for same.

Size of the Store 800sq ft

Rent of the Store 18% Revenue Share

Categories Of the products Apparel, Accessories, Footwear,

Handbags.

No of employee 7

Business Every Month (on an Avg) 28 to 30 Lakhs

Below mention table describes the Sizes observed in store of apparel

Men’s Collections Sizes

T- Shirt S, M, L,XL

Shirt 40,42,44

Denim 30, 32, 34, 36, 38

Trousers 30, 32, 34, 36

Jacket S, M, L

Blazer S, M, L

Women’s Collections Sizes

T- Shirt XS, S, M, L

Top XS, S, M, L

Denim 24, 26, 28, 30

Dress XS, S, M, L

Jacket S, M, L

SKU Of The Store 2500 to 2700

To understand SKU we have observed some of the categories which were

displayed in the store. Below mentioned Table describes the same.

Men’s Basic Collection Polo T Shirt

Color Sizes Style

7 5 1

Total SKU of Polo T Shirt = 35

Men’s Denim

Color Sizes Style

1 5 3

Total SKU of Denim = 35

Men’s Round Neck T- Shirt

Color Sizes Style

2 4 4


Women’s Dress

Color Sizes Style

2 4 2


Women’s Bag

Color Sizes Style

2 0 4


6. SWOT ANAYSIS

A SWOT analysis (alternatively SWOT matrix) is a structured planning method

used to evaluate the strengths, weaknesses, opportunities and

threats involved in a project or in a business venture. A SWOT analysis can be

carried out for a product, place, industry or person. It involves specifying the

objective of the business venture or project and identifying the internal and

external factors that are favorable and unfavorable to achieve that objective.

Strengths: characteristics of the business or project that give it an

advantage over others.

Weaknesses: characteristics that place the business or project at a

disadvantage relative to others

Opportunities: elements that the project could exploit to its advantage

Threats: elements in the environment that could cause trouble for the

business or project

SWOT ANALYSIS

Strength

1. Strong Recognition being a Global Brand2. Strong distribution Network globally

3. Presence in more than 90 countries and more than 1000 retail stores in North America, Europe, Central and South

America and Asia Pacific.4. Associations and promotion from popular celebrities

5. Advertising and brand visibility is very popular

http://en.wikipedia.org/wiki/Business

http://en.wikipedia.org/wiki/Project

http://en.wikipedia.org/wiki/Plan

Weakness

1. Segment has huge competition from established brands hence brand switching is high.

2.Brand Protection and Maintenance Costs are high

Opportunity

1.Innovation in apparels2.Expansion of product line and Services

3.Increasing amount of disposable income in emerging economies

Threats

1. Intense Competition from international brands2.Economic slowdown which will cause reduction in

demand for premium priced products3. Constantly changing fashion trends means inventory

issues

Table 2. swot analysi

STRENGTH

1. Strong Recognition being a global brand:

The above mentioned point is justified by the following text from a report:

Tommy Hilfiger's brands, namely, Tommy Hilfiger and Karl Lagerfeld have

strong brand recognitions in the global apparel market. The company also has

a portfolio of well-established labels including Crest, Tommy Jeans, Tommy

Girl and H Hilfiger.

2. Strong distribution Network :

The above mentioned point is justified by the following text from a report:

Tommy Hilfiger has a well-established and extensive distribution network. As

of March 2005, the company distributed its products through 159 outlet stores

and 41 specialty stores; and also through 275 other third-party and licensed

specialty and department stores across the US, Europe, Hong Kong, Japan,

India, South Africa, Australia, Central and South America, Mexico, and the Far

East countries. Such a wide distribution network increases the company's

reach to consumers in its major markets.

3. Wide product offerings :

This point is justified by following text from a report:

The company has been experiencing strong growth in Europe. The prime

factors that have resulted in such a strong growth in the region are Tommy

Hilfiger's expanding retail base, its higher penetration rates (especially in

markets such as Russia, France, Eastern Europe and Scandinavia), and wide

product offerings.

4. Advertising and brand visibility is very popular:

According to our observation, Tommy Hilfiger is engaged in every kind of

promotions. These brands does social media, Print media, Fashion Shows,

Discount Offers and also involve a lot of Celebrities for endorsements.

Weakness

1. Segment has huge competition from established brands hence brand

switching is high:

According to our observation Tommy Hilfiger has huge competiton. In

Domestic as wwel as international market. Tommy Hilfiger has United Colors

of Benetton, French connection UK, Calvin Klein, Ralph Lauren etc. since there

is tough competition and consumers have a lot of options there is a scope of

brand switching.

2. Constantly changing fashion trends means inventory issues:

According to our observation Tommy Hilfiger is not able to change its

inventory frequently as compared to other brands such as zara and forever21.

Therefore constantly changing fashion trends is a weakness.

Opportunities

1. Innovation in product line:

According to our observation Tommy Hilfiger changes its Product line with the

changing fashion trends.

2. Expansion of product line and Services

The above mentioned point is supported by following text from a report:

During 2005, Tommy Hilfiger repurchased its brand rights in Italy from the

Italian firm, Fincom. By operating its Italian business on its own, Tommy

Hilfiger will be better poised to expand its presence in the Italian market and

capitalise on the existing opportunity to expand market shares in the

wholesale as well as the retail segments.

Threats

1. Intense Competition from international brands:

As FDI is encouraging international brands to come in India, Tommy Hilfiger is

going to face even more competition from international brands.

2. Economic slowdown which will cause reduction in demand for premium

priced products:

As per observation from our questionnaire Tommy Hilfiger is relatively elastic

to price, which means if prices will increase people will not prefer to buy the

same products. Therefore at the time of economic slowdown revenue from

premium priced products will decrease. Therefore economic slowdown is a

majort hreat to Tommy Hilfiger in India

[search.proquest.com]

7. DIFFERENT TYPES OF SLEEVES

SLEEVELESS:

A sleeveless shirt is a shirt manufactured without

sleeves, or one whose sleeves have been cut off.

SHORTSLEEVES:

Sleeve extending from the shoulder to near and

above the elbow.

SPAGHETTI

SLEEVES: A spaghetti strap is a very thin

shoulder strap used to support clothing,

while providing minimal shoulder straps

over otherwise bare shoulders.

3/4 TH

SLEEVES: A sleeve that extends from the

shoulder to a length mid-way between the

elbow and the wrist.

CAP SLEEVES: a very short sleeve

(as on a dress) that hangs over the edge of the shoulder without

extending along the underside of the arm

7.1 DIFFERENT TYPES OF NECKLINES

FULL

SLEEVES: a sleeve extending from shoulder

to wrist

ROUND

NECK: A low, U-shaped or round neckline. A

rounded neck, larger than a crewneck, but smaller

than a boat neck.

BOAT NECK:

A boat neck, also called a bateau neck or Sabrina

neckline, is a wide neckline that runs horizontally,

front and back, almost to the shoulder points, across

the collarbone.

V-

NECK: A neckline having straight sides

meeting at a point to form a V-shape.

TUBE NECK

CREW

NECK: A crew neck is a type of shirt or

sweater that has a round neckline and no

collar, often worn with other layers.

SQUARE NECK: A square neckline isn't

technically a square, but it's shaped like a part of a square with straight

vertical lines going down from the shoulder seams and a horizontal line

straight across the chest area.

7.2 ELEMENTS OF FASHION

LINE

7.3 STYLING OF THE GARMENT

RHYTHM

BALANCE

TEXTURE

8. BUYING SEASON

60% Cotton/40%

Modal

Piping at neckline & sleevesButton closures at

back

Scoop neckline; Short sleeves

Machine wash. Imported

Machine washable, Imported

Multicolored stripes, Lined

Cotton/rayon/linen; lining: cotton

High neckline, Back zipper closure

Short sleeves

2 main buying seasons of Tommy Hilfiger are:

Spring summer

Autumn Winter

SPRING SUMMER

A boardwalk runway made of sun-faded driftwood, snaking its way around

sand dunes and sprouting grass; lifeguard chairs, two surfboards planted in

the sand and a sign that read “No Surfing Permitted” - walking into Tommy

Hilfiger's show this afternoon was like taking a stroll in Malibu. According to

the show notes it was a celebration of an endless summer, and New York's

blue skies outside were certainly playing ball.

If that didn't already put fashion spectators in the mood, the show opened to

the sounds of rolling waves and Red Hot Chilli Peppers's Californication. First

out came a series of wetsuit-style minidresses rendered in spongy neoprene-

bonded leather, neoprene zip skirts, styled undone and folded down, and

scuba knits partnered with silk boxer shorts. Hilfiger had cottoned on to the

neoprene swimwear trend that has been bubbling for a few summers and sent

out his own versions along with chunky knitted hoodies, the kind that beach-

going college kids turn to as soon as the sun goes down.

AUTUMN WINTER

Tommy Hilfiger treated his audience to a trip to the slopes this morning. The

snowy scene (made more believable by the fact that New York is currently

covered in the stuff) was set with a chalet perched up top, skis and poles

propped up against a rack and a chair lift over heads as models weaved their

way on a makeshift runway dotted with baby pine trees.The theme was the

great American outdoors - a clue show-goers picked up from the invitation - a

mountaineering clip knotted in hiking rope. The opening looks comprising

sheepskin lined parkas and plaid cemented proceedings.

In fact, check provided the baseline here - from tartan wool cashmere sweater

dresses to mohair pieces and silk shirting, it even appeared as accents on

peacoats. That mountaineering idea was cleverly played out in less obvious

ways too, like bungee cord button holes and elasticated drawstrings cinching

in the waist on performance jackets.

Blanket dressing, a trend spotted at the recent round of pre-fall collections,

continued here in the shape of maxi skirts with fringed trims.

In keeping with Tommy Hilfiger's last few collections, this was another youth-

centric offering. Those fun flippy tiered miniskirts partnered with shrunken

teddy fur bomber jackets is a jaunty look that will appeal to twenty-

something's the world over.

[Vogue,2014]

9. USP OF THE BRAND

USP of Tommy Hilfiger brand is its CLASSIC AMERICAN STYLE.

Classic American style is dominating fashion these days. What

started as a domestic revival has snowballed into a worldwide

movement—well-dressed guys from Antwerp to Tokyo have

suddenly traded in their skinny black suits for navy blazers, slim

khakis, and, yes, polo shirts. It's a global shift to a subtle, timeless,

red, white, and blue aesthetic. Here's why the USA really is No. 1.

LOOK BOOK OF TOMMY HILFIGER

l

STREET STYLE

gladiator laminated leather sandals Rs. 1599

Silk sleeveless top Rs. 1499

Pashli Medium SatchelRs. 3999

Leather biker jacketRs. 4999

Out feat jeansRs. 2999

Silver-Tone Mixed Metal Antique Locket NecklaceRs. 1499

Maria Grachvogel Malone silk-blend lame topRs. 799

Zipped Ankle Crepe Trousers Rs. 2499

Dorris naked sandals Rs. 3999

Nina Ricci Arc Hardware Clutch Rs. 5999

PARTY NIGHT

On a date

DressRs.3999

Jimmy Choo Pumps

Rs.2999

Sling Bag

Rs.4899

WatchRs.5599

jury 28th nov doc.docx

Documents

mr hilfiger

rationaletommy hilfiger

image of tommy hilfiger

project work

original work

fashion maestro

business department

consumer behavior