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Subject category: Marketing
Published by: IBS Center for Management Research
Published in: 2004

Abstract

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. The case is structured to enable students to: (1) understand the evolution of a fashion label from being a single product business to one encompassing a wide variety of products and offerings; (2) analyse the importance of keeping the designs up-to-date and in sync with rapidly changing customer tastes in the apparel/fashion business; (3) examine the role played by well crafted, well executed licensing and celebrity endorsement deals in the success (and failure) of a lifestyle brand; (4) understand the strategic and operational lapses that led a highly successful business like Tommy Hilfiger towards failure; and (5) analyse how demand saturation in the domestic market can be offset by globalisation as part of a corporate strategic overhaul programme. The case is aimed at MBA/PGDBA students and is intended to be part of the marketing curriculum.
Location:
Industry:
Size:
Large
Other setting(s):
1990s to early 2004

About

Abstract

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. The case is structured to enable students to: (1) understand the evolution of a fashion label from being a single product business to one encompassing a wide variety of products and offerings; (2) analyse the importance of keeping the designs up-to-date and in sync with rapidly changing customer tastes in the apparel/fashion business; (3) examine the role played by well crafted, well executed licensing and celebrity endorsement deals in the success (and failure) of a lifestyle brand; (4) understand the strategic and operational lapses that led a highly successful business like Tommy Hilfiger towards failure; and (5) analyse how demand saturation in the domestic market can be offset by globalisation as part of a corporate strategic overhaul programme. The case is aimed at MBA/PGDBA students and is intended to be part of the marketing curriculum.

Settings

Location:
Industry:
Size:
Large
Other setting(s):
1990s to early 2004

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