{"id":4649,"date":"2019-05-23T10:37:52","date_gmt":"2019-05-23T05:07:52","guid":{"rendered":"https:\/\/www.vue.ai\/blog\/?p=4649"},"modified":"2023-10-19T16:29:37","modified_gmt":"2023-10-19T10:59:37","slug":"tommy-hilfiger-american-global","status":"publish","type":"post","link":"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/tommy-hilfiger-american-global\/","title":{"rendered":"How Tommy Hilfiger took the American Dream Global"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69f84bb56d414\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69f84bb56d414\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/tommy-hilfiger-american-global\/#commitment-and-foresight\" title=\"Commitment and Foresight\">Commitment and Foresight<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/tommy-hilfiger-american-global\/#a-lesson-in-taking-risks-and-bold-moves\" title=\"A Lesson In Taking Risks and Bold Moves\">A Lesson In Taking Risks and Bold Moves<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/tommy-hilfiger-american-global\/#finger-on-the-pulse\" title=\"Finger On The Pulse\">Finger On The Pulse<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/tommy-hilfiger-american-global\/#a-step-ahead-of-competition\" title=\"A Step Ahead of Competition\">A Step Ahead of Competition<\/a><\/li><\/ul><\/nav><\/div>\n<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">7<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><span style=\"font-weight: 400\">The second-born of nine children, Hilfiger was born in Elmira, New York in 1951. His first design inspiration came from sports uniforms. In his memoir, \u2018American Dreamer: My Life in Fashion &amp; Business\u2019, he shared that he wasn\u2019t strong enough to be a great athlete but he loved the uniforms. He was heavily influenced by the fashion he saw while growing up in Elmira, which the designer describes as \u2018preppy\u2019. From Cleveland Browns\u2019 brown and orange against white uniforms to game jerseys with flocked script lettering in blue and gold, he noticed all the tiny details. The obsession with uniforms changed sports \u2013 baseball to football to basketball. But he never missed registering and internalizing the details. <\/span><\/p>\n<p><span style=\"font-weight: 400\">After a brief stint at a local sporting goods store, he started working at a gas station. And sports were replaced by cars and music. In the late 60s, the music and fashion revolution had just started. Around the same time, the designer\u2019s fashion journey started with People\u2019s Place, his first store in Elmira, New York. He was only 18 years old at the time with no training in fashion design! <\/span><\/p>\n<p><span style=\"font-weight: 400\">It was his love for rock &amp; roll, music and rock stars that helped him to write the notes of his great American dream. &nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u201cWhat I really wanted was to look like the rock stars, with long hair and of-the-moment clothes. So in 1968, when I was 17, I saved $150 from working in a petrol station and with my friend Larry Stemerman bought 20 pairs of bell-bottomed jeans from the back streets of New York City\u2026 A year later we opened the first People&#8217;s Place, a basement shop selling all sorts of hippie gear such as incense and candles as well as cool rock&#8217;n&#8217;roll-inspired clothes like the bell-bottoms,\u201d Hilfiger <\/span><a href=\"http:\/\/fashion.telegraph.co.uk\/columns\/sophie-deros%C3%A9e\/TMG8913801\/Flashback-Tommy-Hilfiger-remembers-his-first-shops.html\"><span style=\"font-weight: 400\">revealed<\/span><\/a><span style=\"font-weight: 400\"> while talking about his first store.<\/span><\/p>\n<p>&nbsp;<\/p>\n<figure id=\"attachment_4654\" aria-describedby=\"caption-attachment-4654\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4654\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/MAIN__2065661a-300x215.jpg\" alt=\"\" width=\"750\" height=\"537\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/MAIN__2065661a-300x215.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/MAIN__2065661a.jpg 409w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-4654\" class=\"wp-caption-text\">Source: Fashion Telegraph UK<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400\">Today, retail pundits talk about the importance of unique immersive retail experiences, but People\u2019s Place enabled consumers to shop at a place, which was more than a clothing store, back in the 70s when the retail term didn\u2019t even exist. It was a <\/span><a href=\"https:\/\/www.podcastone.com\/episode\/Tommy-Hilfiger\"><span style=\"font-weight: 400\">hangout zone<\/span><\/a><span style=\"font-weight: 400\"> for all rock-and-roll lovers, a wholesome community where people listened to music, exchanged creative ideas, discussed upcoming concert shows and bought latest music records, besides buying bell bottom jeans and vests. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Hilfiger continues to invest in unique immersive customer experiences even today, which we\u2019ll explore later.<\/span><\/p>\n<p><span style=\"font-weight: 400\">After selling his part of shares of the People\u2019s business in the late 70s, Hilfiger set out to build his own brand, a dream which came true in 1984 when he met businessman Mohan Murjani. <\/span><\/p>\n<p><span style=\"font-weight: 400\">A year later, Tommy Hilfiger, the brand was launched in 1985. The design aesthetics screamed \u2018preppy, cool and hip\u2019, words that best described the designer\u2019s personal style. <\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"commitment-and-foresight\"><\/span><b>Commitment and Foresight<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400\">Author, TV host and style expert Llyod Boston <\/span><a href=\"https:\/\/www.stitcher.com\/podcast\/starplucker\/the-star-plucker-podcast\/e\/54205688?autoplay=true\"><span style=\"font-weight: 400\">shared<\/span><\/a><span style=\"font-weight: 400\"> a very interesting story about how he scored an internship with Tommy Hilfiger, an incident that marked the beginning of his 10-year stint with the American premium lifestyle and fashion brand. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Back in the late 80s, Boston first met Hilfiger when he was a broke 19-year-old graphic design student from New Jersey. Hilfiger was scheduled to appear at Atlanta\u2019s Lenox mall and Boston, who loved fashion and style, decided to make the trip along with his friends. What he didn\u2019t know was that the designer was also hosting a trunk show, an informal runway show where the models are on the ground level (and not on an elevated runway like a conventional fashion show) and interact with the audience. <\/span><\/p>\n<p><span style=\"font-weight: 400\">After the show was over, Boston shared his honest feedback about the designer\u2019s Fall collection that he had just seen. This is when the designer asked him to come and work for his company in New York as an intern. The important thing to note is that the TV host had no degree or experience in fashion designing. <\/span><\/p>\n<p><span style=\"font-weight: 400\">\u201cI didn\u2019t know at that time but I was his (Hilfiger) key demographic, I was his core audience. So the feedback he was getting was priceless when you know most of the other kids were happy and excited and would say yes. You get a lot \u2018yes\u2019 people around you when you are successful. So I didn\u2019t realize at the time that I was just, you know, being true to my passion, which was art, and design and fashion,\u201d <\/span><a href=\"https:\/\/www.stitcher.com\/podcast\/starplucker\/the-star-plucker-podcast\/e\/54205688?autoplay=true\"><span style=\"font-weight: 400\">reminisced<\/span><\/a><span style=\"font-weight: 400\"> Boston. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Boston hadn\u2019t realized how precious his unbiased and authentic opinion was, nor had he discovered his true talents. But Hilfiger had figured out all that in just a few minutes of their interaction. He entered Tommy Hilfiger\u2019s office at the end of 1989 as an intern and left as the VP of Art Direction in 1999. <\/span><\/p>\n<p><span style=\"font-weight: 400\">If anyone wanted to sum up the ethos of Tommy Hilfiger, the designer &amp; the brand and run it through a View-Master, the key elements of this hiring story would make it to the final slides. It highlights Tommy Hilfiger\u2019s unwavering commitment to conserving the true essence of his brand. <\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"a-lesson-in-taking-risks-and-bold-moves\"><\/span><b>A Lesson In Taking Risks and Bold Moves<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400\">The company designed the now cult Hangman <\/span><a href=\"https:\/\/anotherimg-dazedgroup.netdna-ssl.com\/566\/azure\/another-prod\/290\/2\/292948.jpg\"><span style=\"font-weight: 400\">campaign<\/span><\/a><span style=\"font-weight: 400\"> to announce its arrival.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Conceptualized by George Lois, the advert compared Tommy Hilfiger with the existing popular brands in the \u2018hangman puzzle game\u2019 style with the text at the bottom that read, \u2018In most households, the first three names [Ralph Lauren, Perry Ellis and Calvin Klein] are household words. Get ready for another. His name (hint) is Tommy. The second name is not so easy. But in a few short months, everybody in America will know there&#8217;s a new look.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">It wasn\u2019t long before the designer became the talk of the town. <\/span><\/p>\n<p><span style=\"font-weight: 400\">American record producer Quincy Jones\u2019 foreword to Hilfiger\u2019s American Dreamer memoir touched upon the Hangman advert. It read, \u201cI didn\u2019t know Tommy in those days, but there wasn\u2019t anybody who came to the island of Manhattan who didn\u2019t see that billboard in the middle of Times Square proclaiming there was a new guy in town. It was a bold move, some may have even said reckless\u2026 You can\u2019t worry about what other people think because it\u2019s about building and creating something that didn\u2019t exist before\u2026 Tommy wasn\u2019t scared of hard.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">The designer did <\/span><a href=\"https:\/\/www.businessoffashion.com\/articles\/podcasts\/the-bof-podcast-episode-10-inside-tommy-hilfigers-american-dream\"><span style=\"font-weight: 400\">admit<\/span><\/a><span style=\"font-weight: 400\"> that at first he wasn\u2019t convinced when the Hangman idea was pitched by Lois. He, instead, wanted to run a breezy campaign with good looking bare-feet models on a beach wearing his causal cool clothes. But ultimately Lois and Murjani convinced him that this bold move was the need of the hour if he wanted to differentiate his brand from the Kleins and Laurens.<\/span><\/p>\n<p><span style=\"font-weight: 400\">And the risk paid off because people flocked to Bloomingdales, Macy\u2019s, Saks Fifth Avenue, and Tommy Hilfiger stores to buy the clothes. <\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"finger-on-the-pulse\"><\/span><b>Finger On The Pulse<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<figure id=\"attachment_4656\" aria-describedby=\"caption-attachment-4656\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4656\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/gigitommy14-225x300.jpg\" alt=\"\" width=\"750\" height=\"1000\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/gigitommy14-225x300.jpg 225w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/gigitommy14-768x1024.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/gigitommy14.jpg 800w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-4656\" class=\"wp-caption-text\">Source: Evening Standard<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400\">Whether it was building a music community in the 60s and 70s or listening to a young man\u2019s criticism in the 80s, Hilfiger always focussed on the end goal and possessed a curiosity to discover what the end consumers want. His daughter Ally Hilfiger <\/span><a href=\"https:\/\/www.podcastone.com\/episode\/Tommy-Hilfiger\"><span style=\"font-weight: 400\">revealed<\/span><\/a><span style=\"font-weight: 400\"> how his father used to borrow her high school clothes for inspiration and made notes to design his collection.<\/span><\/p>\n<p><span style=\"font-weight: 400\">In the 90s, Hilfiger discovered that the consumers want his brand to go back to the classics, but with a modern twist to it. And this discovery was made after studying the brand\u2019s European arm of the business. <\/span><\/p>\n<p><span style=\"font-weight: 400\">When the business had slowed down in the US, Fred Gehring, who was successfully running the Tommy Hilfiger brand in Europe, <\/span><a href=\"https:\/\/www.businessoffashion.com\/articles\/podcasts\/the-bof-podcast-episode-10-inside-tommy-hilfigers-american-dream\"><span style=\"font-weight: 400\">suggested<\/span><\/a><span style=\"font-weight: 400\"> replicating his strategy in the American market. \u201cWhat he was doing in Europe was he was celebrating the DNA of the brand, which was preppy, all American premium sportswear. So we decided to take a page out of that book and apply it to the US business,\u201d <\/span><a href=\"https:\/\/www.businessoffashion.com\/articles\/podcasts\/the-bof-podcast-episode-10-inside-tommy-hilfigers-american-dream\"><span style=\"font-weight: 400\">shared<\/span><\/a><span style=\"font-weight: 400\"> Hilfiger. <\/span><\/p>\n<p><span style=\"font-weight: 400\">This triggered the complete brand overhaul after the company went public in 1992.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The designer went back to his preppy roots and reworked on the classics \u2013 button down shirt, chino pants and polo shirts. The look, fit, and feel, everything changed. The new collection featured washed denim, oversized clothes, and huge logos to match the style needs of young people. He took sports jerseys and stitched patches &amp; logos on them, which sold like hot cakes. Every big name from the hip hop music industry, be it Beyonce or <\/span><a href=\"https:\/\/www.scoopnest.com\/user\/ComplexStyle\/768100294689452032\"><span style=\"font-weight: 400\">Snoop Dog<\/span><\/a><span style=\"font-weight: 400\">, stepped out wearing Tommy Hilfiger. <\/span><\/p>\n<p><span style=\"font-weight: 400\">American fashion model Gigi Hadid and actress\/singer Zendaya are riding the new wave of the resurgence of the brand to appease the Gen Z. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Hadid <\/span><a href=\"https:\/\/www.standard.co.uk\/fashion\/news\/gigi-hadid-x-tommy-hilfigers-first-look-ss18-collection-a3752906.html\"><span style=\"font-weight: 400\">collaborated<\/span><\/a><span style=\"font-weight: 400\"> with the designer for four capsule collections between 2016 and 2018. In March 2019, Zendaya <\/span><a href=\"https:\/\/www.elle.com\/fashion\/celebrity-style\/a26603824\/zendaya-tommy-hilfiger-paris-all-black-models\/\"><span style=\"font-weight: 400\">showcased<\/span><\/a><span style=\"font-weight: 400\"> her TOMMYNOW capsule collection at the Paris Fashion Week. The actress also left everyone spellbound the <\/span><a href=\"https:\/\/www.elle.com\/culture\/celebrities\/a26395171\/zendaya-coleman-cinderella-tommy-hilfiger-dress-met-gala-2019\/\"><span style=\"font-weight: 400\">2019 Met Gala<\/span><\/a><span style=\"font-weight: 400\"> with her glowing Cinderella Tommy Hilfiger gown. <\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"a-step-ahead-of-competition\"><\/span><b>A Step Ahead of Competition<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<figure id=\"attachment_4657\" aria-describedby=\"caption-attachment-4657\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4657\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/uploads2Fcard2Fimage2F7487262Fc956addb-1800-4acd-be45-bd08122907bc.jpg2Ffit-in__1200x9600-1-200x300.jpg\" alt=\"\" width=\"750\" height=\"1125\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/uploads2Fcard2Fimage2F7487262Fc956addb-1800-4acd-be45-bd08122907bc.jpg2Ffit-in__1200x9600-1-200x300.jpg 200w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/uploads2Fcard2Fimage2F7487262Fc956addb-1800-4acd-be45-bd08122907bc.jpg2Ffit-in__1200x9600-1-768x1152.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/uploads2Fcard2Fimage2F7487262Fc956addb-1800-4acd-be45-bd08122907bc.jpg2Ffit-in__1200x9600-1-683x1024.jpg 683w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/uploads2Fcard2Fimage2F7487262Fc956addb-1800-4acd-be45-bd08122907bc.jpg2Ffit-in__1200x9600-1.jpg 1200w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-4657\" class=\"wp-caption-text\">Source: Mashable<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400\">As a company that treasures customer experience, Tommy Hilfiger always found a way to stay relevant. It is one of the reasons why more than <\/span><span style=\"font-weight: 400\">50% of its sales<\/span><span style=\"font-weight: 400\"> come from overseas and it has more than 1800 retail stores spread over 100 countries. <\/span><\/p>\n<p><span style=\"font-weight: 400\">People from the 70s needed a place to hang out and discuss rock concerts \u2013 Hilfiger made it happen. People in 2019 asked for relatable brand ambassadors and digital showrooms \u2013 Hilfiger <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=tQ1VpM7pjsA\"><span style=\"font-weight: 400\">made that happen<\/span><\/a><span style=\"font-weight: 400\"> as well. <\/span><\/p>\n<p><span style=\"font-weight: 400\">The company rapidly adapted to the tech-driven retail world by embracing <\/span><a href=\"https:\/\/twitter.com\/vue_ai\/status\/1126737490021212163\"><span style=\"font-weight: 400\">shoppable<\/span><\/a><span style=\"font-weight: 400\"> videos and tech-powered shopping tools. Hilfiger <\/span><a href=\"https:\/\/www.businesswire.com\/news\/home\/20150121005071\/en\/Tommy-Hilfiger-Transforms-Sales-Experience-Launch-Innovative\"><span style=\"font-weight: 400\">asserted<\/span><\/a><span style=\"font-weight: 400\"> that digital showrooms are the future that would help to expand their brand.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Their resolve to become inclusive and accessible through innovation and technology can be seen in their <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=UZJrYRl1EaU\"><span style=\"font-weight: 400\">Adaptive Clothing<\/span><\/a><span style=\"font-weight: 400\"> line, which was launched in April 2018 for the differently-abled people. These outfits look the same as any modern Tommy outfit. But the ease of getting in and out of it with the help of magnetic buttons, zippers, and closures makes it innovative and inclusive. The biggest plus is that the brand <\/span><a href=\"https:\/\/thecurrentdaily.com\/2018\/09\/10\/tommy-hilfiger-on-embracing-innovation\/\"><span style=\"font-weight: 400\">didn\u2019t treat this line as a \u2018niche line\u2019<\/span><\/a><span style=\"font-weight: 400\">, because the differently-abled community is one of the biggest unexplored and underserved fashion consumer segments. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Tommy Hilfiger is also spearheading the \u2018See Now, Buy Now\u2019 trend by making all the runway looks accessible to buyers in across the world, courtesy shoppable channels. Zendaya\u2019s capsule <\/span><a href=\"https:\/\/wwd.com\/fashion-news\/shows-reviews\/tommy-hilfiger-to-stage-next-see-now-buy-now-show-in-paris-1202949325\/\"><span style=\"font-weight: 400\">was<\/span><\/a><span style=\"font-weight: 400\"> one such collection. <\/span><\/p>\n<p><span style=\"font-weight: 400\">While speaking about the \u2018See Now, Buy Now\u2019 innovation,<\/span> <span style=\"font-weight: 400\">Avery Baker, chief brand officer at Tommy Hilfiger <\/span><span style=\"font-weight: 400\">disclosed<\/span><span style=\"font-weight: 400\">, \u201cFrom the very beginning we just didn\u2019t think of it as a fashion show\u2026 And we see this as a totally shoppable ecosystem that at its heart is a media and a content platform. It has a moment of theatre but it has many different layers in terms of engagement and shoppability and experience and shareability.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">A quintessential American brand, Tommy Hilfiger managed to achieve global success by blending its American DNA with local strategies and tech-powered innovation. It sailed through the ups and downs by reconnecting with its consumers, listening to them intently and implementing the feedback without diluting the brand value. It will be interesting to see how they build a network of digital showrooms across the world and what new consumer-first strategies they would design next. <\/span><\/p>\n\n\n<p><strong>Read more about<\/strong><a href=\"https:\/\/www.vue.ai\/products\/outfit-recommendations\/\"><strong> Outfit Recommendation<\/strong><\/a><strong> Solution<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">7<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> The second-born of nine children, Hilfiger was born in Elmira, New York in 1951. His first design inspiration came from sports uniforms. In his memoir, \u2018American Dreamer: My Life in Fashion &amp; Business\u2019, he shared that he wasn\u2019t strong enough to be a great athlete but he loved the uniforms. He was heavily influenced by  &#8230;<\/p>\n","protected":false},"author":23,"featured_media":4663,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1160,1522],"tags":[242,218,154,209,243,181,169,10,108,269],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Tommy Hilfiger took the American Dream Global | Vue.ai Blog<\/title>\n<meta name=\"description\" content=\"Tommy Hilfiger always possessed a curiosity to discover what the end consumers wants which enabled them to rapidly adapt to the tech-driven retail world.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/tommy-hilfiger-american-global\/\" \/>\n<meta property=\"og:locale\" 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