Mkt 435 - Tommy Hilfiger Campaign Evaluation

MKT435

Integrated Marketing Communications

Campaign evaluation

Gigi x Tommy

The company

Tommy Hilfiger is a fashion brand that sells apparel, shoes, and accessories for women, men and kids. It is part of the PVH Corporation. It was started by designer Tommy Hilfiger, who still continues participates in the designs of the products created by the company. Right now, the company is valued at $3 trillion and It keeps growing. It has gained a reputation for itself and it is included in the premium fashion category, but also as an accessible brand.

Company’s STP

Segment: Consumer seeking a new interpretation of Classic American Style

Target Group: Urban upper-segment young men and women

Positioning: High quality, quintessential American Style

SWOT Analysis

Strengths:

-    Worldwide strong recognition

-    Popular celebrity

Weaknesses

• Expensive production

Opportunities

-    Innovative

-    Expansion of product line

Threats

-    International brand competition

The company’s Marketing Mix

Product:

-    Offer a variety of products of premium fashion products. Providing people style, value but also quality, by adding a youthful twist to the brand. Gigi X Tommy target at a younger customer section between 16-30 years, and have more sporty, chic designs.

Price: 

• As it's a high-end fashion brand and charges premium on its product, compared with another brand in the same level it haves a lower price. The Gigi X Tommy collaboration is a little bit more expensive than the normal clothing because is a collaboration with Gigi who is a really important person in the fashion world.

Place: 

• Tommy Hilfiger is a global brand it has a huge chain of retail stores and online shopping websites, being its head office in Amsterdam, Netherlands.

Promotion:

• The company follows an aggressive marketing strategy using different channels to reach out to its customers and thus have a very high brand visibility. Tommy Hilfiger uses magazines ads, newspaper ads, and billboards for promotions. The company also uses celebrities as brand ambassador such as supermodel Gigi Hadid. Their sales promotion is done by offering 10-15% discount across the product lines during offseason or special occasions. The promotional marketing campaign is executed through TV commercials, fashion shows, billboards and digital initiatives.

Vision

The vision of this company is to drive innovation by a sustainability practice.

Mission

Their mission is to be one of leading sustainable designer lifestyle brand by the way they produce, manage and connect with their community.

I have chosen their latest advertisement campaign from the collaboration Tommy x Gigi Spring Summer 2017

        To keep the brand as a fresh one they choose to use the “Gigi effect”, it was brought to life for today’s more demanding customers, new designs in collaboration with super famous model Gigi Hadid. Tommy x Gigi spring/summer 2017 is the second collection with Gigi. Being the start of the campaign the supermodel. By creating this new collection with the collaboration of the supermodel the company won new consumers all around the world. In this campaign, the company adopted an entrepreneur mentality, they picked all the factors that were actually happening in the outside world and adjusted it to the brand by drawing board and starting again. Even though that it’s not easy for brands such as Tommy Hilfiger to give that power and freedom to an outsider of the company it was the best way to get a new sense of fashionable chic to the company by getting Gigi to design for them gaining the #Tommynow concept. Also, the brand took a higher step in the fashion industry works by making items on the catwalk available online immediately. This new campaign is having a huge impact they even sold the new collection in the first 48 hours.