Here, he gives us some insights into how he and his brand are moving into the future…. The biggest difference between what the industry was like when I started 40 years ago and now is the enormous amount of competition. Gucci only made a few handbags and some belts. Louis Vuitton only made luggage.
Prada made some handbags, but not much else. Ralph Lauren was making ties. It was a very different marketplace, a very different world. Now, everybody makes everything, which makes it difficult to get market differentiation, unless, of course, you know what you are doing. In an environment where there is so much competition, where everybody does everything, where everybody does a bag, everyone makes shoes and sneakers and homeware, how do you retain integrity and carve out a piece of that marketplace that is yours and yours only?
My answer is simple: I think I found my lane. In the very beginning, we wanted Tommy Hilfiger to be affordable, accessible, fun and cool and casual. The American fashion world is very different from how it was when I started. For a start, back then we relied exclusively on photographs and magazines to market our product.
And now with social media and the internet and more magazines than ever before, we have a wealth of opportunities available to us.
Discover more. Discover the new season. Seasonal Highlights. Tommy Jeans Sustainable denim, statement puffers and functional, original accessories for a new generation of Tommy style. Find out more. Discover careers. Read more. Select a location International International. It would be easy, one might think, for Hilfiger to retire, rest on his laurels and let others take on the business.
But although he no longer sketches each design himself, Hilfiger is firmly entrenched in the day-to-day running of the business, and is as relevant and progressive today as he was when it launched. Transgender actress Indya Moore in the Moving Forward Together campaign, which features a range of activists.
His spring campaign, titled Moving Forward Together, was shot with a diverse cast of activists from across the world, including body-positive British actress Jameela Jamil and Chinese surf champion Monica Guo.
Hilfiger is keen to be more than an optical ally, though, and in February announced a partnership with the Fashion and Race Database. His Fashion Frontier Challenge, a start-up incubator for sustainable fashion brands, is in its third round. The Tommy Hilfiger Adaptive range is designed with people living with disabilities in mind. The normal things that many people are doing now.
But then I learnt that washing denim is poisoning the oceans because the indigo dye runs out of the fabric into streams, rivers, lakes and oceans. A huge problem, it goes without saying, for a company that was founded and is still focused on denim. And we started laser washing a lot of the denim product and that seemed to really work well. Laser washing, as opposed to traditional denim processing such as stonewashing, fades jeans without water or chemicals, and does it much faster two minutes compared with an average of 40 with other methods.
Additionally, laser washing affects only the indigo dye, not the fibres. In , Hilfiger split with his wife of 20 years, with whom he had four children. His professional fortunes crumbled as well. His clothes fell off in popularity among the hip-hop set, and sales plunged by as much as 75 percent. Worse than bad sales, the Tommy Hilfiger brand wasn't cool anymore. In , he signed an exclusive deal with Macy's to sell the company's best-selling lines only at their stores.
Hilfiger married second wife, Dee Ocleppo, in December , and the couple welcomed son Sebastian in August Today, Hilfiger continues to be the principal designer of his brand, and there are more than 1, of his stores in 90 countries. In , he took his "classic American cool" looks in a new direction. He partnered with Runway of Dreams to create a line of adaptive clothing for children with disabilities. We strive for accuracy and fairness. If you see something that doesn't look right, contact us!
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