Tommy Hilfiger: Working on its classic American image

Tommy Hilfiger one of the world’s most recognized designer apparel brand has launched the Tommy Hilfiger Fall ’10 collection in India. It includes men’s as well as women’s sportswear collection and fall ’10 Hilfiger denim collection.

With a premium lifestyle brand portfolio that includes Tommy Hilfiger and Hilfiger Denim, the brand offers complementary lifestyle products such as accessories, fragrances and home furnishings. The brand has also launched children’s wear in the north this season, and has plans to go national by spring/summer 2011. “We feel the time is right and the category is seeing the same upgrade as that of the adults in the last 3- 4 years,” says Manish Saksena, COO, Tommy Hilfiger Apparels India.

The brand launched in India about five years ago has actually redefined the market. As Saksena says “Tommy was the first super premium international brand to arrive and establish its strength and appeal. The American heritage and appeal led to a wide connect among the super premium segment.” And ever since, business for the brand has been growing; while at on one level they moved to new markets like Tier II cites, on the other hand they have grown with new product categories into existing and new markets. “The three new introductions beyond the apparel line has been footwear, handbags and children’s wear,” Saksena explains.

The brand follows an international fashion cycle of six seasons in India. This allows them to refresh the stores literally every month as bigger seasons like spring and fall have multiple deliveries within it. The brand is now chalking out major expansion plans that include adding more retail points. At the moment, they have 60 retail points and plan to take the number up to 100 soon. The brand manages all their distribution internally through their warehouse systems. “There are various retail formats that are emerging and apart from the main route of exclusive brand stores there are key shop-in-shops with experts in retailing that are in the offing. In terms of products apart from the entire apparel line there are two new introductions of bags and shoes. Both are strong lifestyle statements and bring the required pep to the brand in terms of style and fashion as well as a complete look and feel with a very distinct product,” he explains. Saksena says while they are focusing on the metros, which is their key market the move towards Tier II cities is proving very lucrative and giving them some great insights and results. “The consumer is ready for international fashion and is delighted to have us at their doorstep,” he avers.