HIstory & Marketing Strategies of Tommy Brand

Company Name: Tommy Hilfiger
Founder: Tommy Hilfiger

Earlier known as Tommy Hilfiger Corporation and Tommy Hilfiger Inc., the company is an American clothing company that manufactures apparel, footwear, fragrances as well as home furnishings. It was founded in the year 1985 and now the company sells its products in many of the departmental stores and free-standing retail stores in about 90 countries. Tommy Hilfiger manufactures supreme quality styling, and value to the various consumers globally under the name of Tommy Hilfiger and Tommy Jeans brands.

Some other collections of the company include Hilfiger Collection, Tommy Hilfiger Tailored, Tommy X Gigi, men’s, women’s as well as kid’s sportswear, denim, accessories, etc. Later the company got licensed for the manufacture of fragrances, eyewear, watches, etc.

Tommy Hilfiger has other contenders in the market which are Wrangler, Lee, Levi’s, Gas Nike and others. During the past few years, the company has become quite famous among people. The successful beginning of the company in the garment manufacturing industry took over the generation by storm. This has helped the company to become extremely famous overseas.

Beginning of the company

Tommy Hilfiger was into the manufacturing of apparels for men women and kids initially but later on, the company moved into manufacturing of accessories as well. The CEO of the company Fred Gehring was in the leadership of the company along with Tommy Hilfiger. At some point, the company was hugely thought to be as fraudulent and the costs of the products were lowered by the departmental stores. This brought a huge downfall for the company. But later on it passed through all of the problems and the brand finally rose and became immensely famous that the celebrities were endorsing with the brand.

Currently, the company manufactures designed clothes for men, women, and kids and also quality accessories which are different as well as trendy in the market. As the quality of the products are extremely good and has achieved a place in the heart of the customers and acquired a huge place in the apparel industry it has achieved overwhelming responses from the customers.


Launch of the brand

Tommy Hilfiger was primarily into the production of apparels for men, women, and kids but it also invested in the manufacture of fragrances, accessories and home furnishings which provided the brand with real recognition in the market. Currently, the company is having immense popularity and global presence.

The products of the company are good in quality as well as high on trend. The brand always focused on maintaining the quality of the products by understanding the needs of the customers. This strategy helped in holding of the customers. Although the company faced a lot of setbacks initially but with proper media coverage and business strategies, Tommy Hilfiger gained huge popularity in the garment industry.

Gradually the company became industry pioneer as it sponsored the different tours of Britney Spears, The Rolling Stones, Sheryl Crowe, Jewel, and Lenny Kravitz. During the year 2010, the complete business of Tommy Hilfiger took over by PVH Corp. On this day the company has an enormous distribution network around 115 countries has about 1600 Tommy Hilfiger stores around five continents.  


Marketing strategies and reasons behind its success


  • Variation in the range of products

Tommy Hilfiger as a brand gave importance to the manufacturing of trendy clothes by understanding the choice and preferences of the customers. Since clothing is a versatile field and everybody is fashion conscious, so most of the customers look for variation in the design and quality of the clothes which will help them in providing a trendy look as compared to other brands. Also, the prices of the products are quite affordable unlike the other brands of the same genre. Companies like Wrangler, Nike, Gas, Lee, and others are also into the same business and are a huge contender to the brand, so the company launches its products as per the requirements of the customers.

The brand gave significance to the better quality fabric and trendy designs for the manufacture of the products. Every product of the company is quite different and stylish and trendy from one another.


  • Priority on choice, quality, and budget

There are many people who are not aware of the current trends in clothing as well as the designs which the various clothing manufacturing companies put to use in order to design and manufacture their products. Many companies are there who manufacture clothes of designs which are not trending and also charge huge for those. By following this procedure those companies try to misguide the customers regarding the dresses they are interested to buy. 

As Tommy Hilfiger sponsors a lot of fashion shows and artists, the designs of the clothing are always updated and in trend. This helped in preserving the faith of the customers. This strategy of the company has helped in highlighting the strengths due to which it gained huge popularity.


  • Idea on market

People these days are always aware of every kind of trends and designs which many of the companies put to use in the manufacturing of their products. To meet the increasing demands of the customers, the company has always tried to maintain itself with the upcoming trends and designs.

This strategy has helped the company in acquiring a place in the heart and mind of the people due to which the company became popular among customers in the apparel industry.



Being an immensely popular company, it realized the company can only gain popularity if they make celebrity endorsements. The brand brought famous rappers like Coolio and Puffy for runaway shows. They also showed off the collections and trendy designs in important events to get coverage for the products.

Additionally, the company made sponsorship deals with many celebrities from Hollywood like Britney Spears for the tour of “Baby One More Time”, Sheryl Crow for the tour of “If It Makes You Happy”. Also, the company received many accolades and recognition awards. Gigi Hadid is the current celebrity who is the brand ambassador of Tommy Hilfiger.

The company adopted an aggressive marketing strategy for the awareness of brand visibility. The company uses billboards for its promotion, and also uses newspaper ads and the magazine ads. The company also knows the value of the presence of a star so the Tommy Hilfiger uses celebrities as its brand ambassadors.

The brand ambassador of Tommy Hilfiger brand, the collection of women is the model Winnie Harlow and Hailey Baldwin and the new women ambassador of the company is Zendaya. The tagline of the company is “For the People”. 

The sales promotion is done by the company by offering a discount on its products during the occasion and off-season sales. Every store design of the company reflects its classic American style.



The apparels of Tommy Hilfiger has acquired extreme popularity in the fashion industry with time according to the needs of the customers. The designs are extremely trendy and the brand is still popular all over the world. Tommy Hilfiger has become the pioneer of the classical style of America. Tommy Hilfiger is recognized as the most powerful lifestyle brand which offers youthful designs for its worldwide customer.


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