2010 Tommy Hilfiger Keynote
Tommy Hilfiger talks about his brand
Tommy Hilfiger himself gave the keynote speech at Wharton Retail conference and talked about his fashion lines. Delivered in 2010, it is interesting to see the man's perspective on things. Whether or not you are a big fan of his company or his fashion taste, you have to give him credit for knowing what he is doing. In this speech, he touches on some of the practices that make him tick, and alludes to the future direction of his company.
He highlighted the Tommy Hilfiger line as a premium, not luxury design. He prides the belief in the company as an American classic, that emphasizes style without going too far into high cost designs. This positioning is an interesting one, though his naming of it almost sounds so excessive to make it sound like a parody. It seems like a great place to be in though, as you want people to covet your lines, but not make it so unreachable that they can't buy anything.
He focuses a lot on this notion of the luxury brands like Louis Voutton and Gucci. However, it seems he has a good touch on what his company is capable of, and settled to be less than luxury. Going the route of a luxury company can cripple your company as it simply becomes too expensive.
Near the end, he turns his attention to the Tommy Hilfiger bedding sets which we love so much. He sees these lines as a starting point for his bigger goal of one day incorporating furniture design into his repertoire. I'm not sure how well that would work, but it's interesting nonetheless. Check out the talk to hear more of Tommy Hilfiger's views.
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