Tommy Hilfiger - The Struggles of an American Fashion Icon

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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.

Case Details:


Case Code : MKTG090 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges


Brand Management
Case Length : 15 Pages
Period : 1969-2004
Pub Date : 2004
Teaching Note : Not Available
Organization : Tommy Hilfiger
Industry : Branded Apparel
Countries : USA


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.


• 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


  Page No.
Uncertain Times for a Successful Brand 1
Background Note 2
Tailoring the Success 3
There's no Stopping Tommy! 5
Why the Clothes Don't Fit Anymore 6
A Stitch in Time? 8
Exhibits 10


Growth, global, fashion labels, Tommy Hilfiger, strategic perspective, phenomenal success, licensing, association, music celebrities, hip-hop, rap artists, designing, downturn, 21st century, future prospects

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