That's what every designer really wants to be. We do fashion shows, we use the best photographers, the best models, we hire the best people, we believe the show is very important. But beyond that facade we make sure that we're very tedious in building our brand. It's a designer brand.
Calvin and Ralph and Donna Karan and Armani are designer brands, but some of the other designers are not designer brands. Once you become a recognized brand the licensing becomes incredibly profitable.
They generally cash in on their fame later by lending their name to mass market clothes. Hilfiger used music videos like a catwalk to reach the young, fashionable crowd. People are attracted the sense of fashion they get from the everyday clothes. The distinctive Tommy label gives them the recognition and acceptance they crave.
Hilfiger, who built his company on a brand, is very particular about what the Tommy logo represents. Whether they are based upon sports, music, entertainment, politics, or pop culture-it must have the cool factor. One of a designer's best marketing tools is dressing celebrities.
Hilfiger established himself first with young rappers whose influence was glorified through music videos and television. Other artists soon adopted his clothes, and the relationship between clothes and music became so tight that Hilfiger wound up in rap lyrics. Since then, Hilfiger's trendy status has attracted many more big names to his designs. He's also used names to sell his merchandise in print ads. Hilfiger originally set out to dress celebrities and has specifically targeted the young, up-and-coming, cool crowd.
This has been an enormously successful strategy for the designer whose company experiences a surge in sales whenever a name like DiCaprio appears in Hilfiger clothes. Celebrities lend their assets to Hilfiger's merchandise, but his real customer base is with real people, especially kids. The brand has more of a modern, casual edge and adds a youthful energy to the Tommy Hilfiger brand. Tommy Sport does what it says on the tin with its range of leggings, sports bras and sportswear.
Bringing to life the classic American cool spirit, the collections celebrate individually and optimism through its signature sporty style. Renowned for its preppy style, Polo Ralph Lauren began by selling the American dream. Now globally recognised, the brand stands for something much bigger. We cannot search for an empty value, please enter a search term. Image via The Economist. Buy Now. Tommy Jeans Your go-to for denim.
Tommy Sport Tommy Sport does what it says on the tin with its range of leggings, sports bras and sportswear. Sarah Atkinson Writer and expert. Close product overlay Buy now Description.
Since launching his namesake brand in , Tommy Hilfiger has become globally renowned as the pioneer of classic American cool style. Inspired by iconic pop culture and Americana heritage, the designer and his brand are driven by an ever-optimistic vision to break conventions and celebrate individuality. Ten years later, he moved to Manhattan to pursue a career in fashion design, and in his namesake brand launched with a single menswear collection. In , PVH Corp. Hilfiger has a longstanding passion for philanthropy and making the world a better place for future generations.
As a teenager, he began buying jeans in New York City that he remade and sold for a markup in Elmira. When he was 18, he opened a store called The People's Place in Elmira that sold hippie supplies like bell-bottoms, incense and records.
Wildly successful at first-Hilfiger soon had a chain of stores and a six-figure income-a downturn in the economy hit his business hard, and he filed for Chapter 11 bankruptcy in In , Hilfiger fell in love with Susie Carona, an employee at one of his stores. The couple married and moved to Manhattan shortly after the bankruptcy. They were hired as a husband-and-wife design team by the apparel brand Jordache, but were fired after only a year.
Hilfiger developed a reputation as a hard-working young designer, and was considered for jobs at Perry Ellis and Calvin Klein. What he really wanted, however, was his own label. In , Hilfiger was approached by Indian entrepreneur Mohan Murjani, who was looking for a designer to head a men's sportswear line.
Murjani allowed Hilfiger to design the label under his own name, sealing the deal. The pair announced Hilfiger's arrival onto the scene with a blitz marketing campaign that included a bold billboard in New York City's Times Square announcing Hilfiger as the next big thing in American fashion.
Their tactics rankled the fashion establishment, which looked down on Hilfiger's naked self-promotion-Calvin Klein even got into a shouting match with the billboard's creator at a New York City restaurant.
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