Marketing campaigns in the 1990s included music icons Britney Spears and Lenny Kravitz. Tommy Hilfiger continued to have a collaborative effort with music, and in 2009, the company unleashed a new Hilfiger Denim website that allowed consumers to browse through the denim jean selections while listening to a wide range of tunes; all inspirations behind the denim creations. With Hilfiger’s self-motivated approach to not only fashion, but business, marketing and retail, he has earned numerous awards, global recognition and an unprecedented existence in a competitive market.
A name synonymous with cutting-edge fashion that never goes out of style, Tommy Hilfiger has made a presence in other areas beside fashion. In 1995, Hilfiger presented The Tommy Hilfiger Corporate Foundation that was designed to improve the lives of youth by enriching their physical and emotional wellbeing. Hilfiger has also served on the board of directors for a youth group that sends disadvantaged children to summer camps, has participated in the Race to Erase MS and has supported breast cancer research.
In 2009, Hilfiger made one of his greatest contributions and donated over $2 million to Millennium Promise, an organization whose goal is to eliminate extreme poverty. This involvement in non-profit groups demonstrates that Hilfiger is more than a fashion designer; he’s a powerful character that has brought significant changes to the world in which his designs are valued. In March 2010, Phillips-Van Heusen bought the Tommy Hilfiger Corporation for $3 billion. He too, owns the Calvin Klein fashion brand.
Tommy Hilfiger is recognized for being an upscale brand and includes a delightful collection of trendy tees, denim jeans and fragrances. A home goods collection is also available and sells traditional-inspired favorites such as floral bedding and beach-themed linens. Merchandise is sold globally at high-end department stores and specialty stores. In fact, in 2008, the Tommy Hilfiger brand stated that they would only be selling their products at Macy’s and Tommy Hilfiger boutiques.
For the guys, button-down plaid shirts are a staple of Hilfiger’s recent collections and look handsome with rolled up cuffs and a few unsnapped buttons. Chinos in khaki and cream colors are highlights from the Summer 2011 collection and look fitting with casual knit sweaters and preppy striped ties. Slim-fitted suits top off the business-casual look and offer subtle details such as notched collars, large buttons and distinct pockets.
The girls’ collections are both fashionable and fun, with a charming offering of bouncy dresses with a flirty edge. Cotton shirtdresses are casual and comfortable without leaving out a feminine touch. Unique details give the dresses their modernization, including exposed zippers, layers of ruffles, patch pockets, rollable sleeves and self-tie belts. Double-breasted trench coats keep consistent with the latest runway spectaculars, while A-line skirts slim down the stomach and waist for a uniform look.
Tommy Hilfiger is never afraid to incorporate bursts of color and the Winter collections for women include different shades of pink paired with black, as well as olive green, off whites and khaki colors. Long trench coats worn with denim jeans and tall brown boots are final attractions for the season’s upcoming looks.