Մասնակից:Էմմա Գրիգորյան/Ավազարկղ2

Վիքիպեդիայից՝ ազատ հանրագիտարանից

Tommy Hilfiger B.V. (/hɪlˈfɪɡər/), պաշտոնական անվանումը Tommy Hilfiger Corporation և Tommy Hilfiger Inc., այն պրեմիում դասի հագուստի ամերիկյան բրենդ է, որն արտադրում է հագուստ, կոշիկ, աքսեսուարներ, բուրավետ նյութեր և կենցաղային իրեր[1]։ Ընկերությունը հիմնադրվել է 1985 թվականին[2]։ Բրենդի ապրանքները վաճառվում են հանրախանութներում և աշխարհի 100 երկրի ավելի քան 2000 առանձին մանրածախ խանութներում[3]։ 2006 թվականին Apax Partners մասնավոր ներդրումային ընկերությունը ձեռք է բերել Tommy Hilfiger B.V. ընկերությունը մոտ 1,6 մլրդ դոլարով[4]։ 2010 թվականի մարտին PVH Corporation-ը (այն ժամանակ հայտնի էր որպես Phillips-Van Heusen) ձեռք է բերել ընկերությունը[5]։ 2014 թվականի հուլիսին Դանիել Գրիդերը նշանակվել է գլխավոր տնօրեն, իսկ ընկերության հիմնադիր Թոմի Հիլֆիգերը մնում է ընկերության գլխավոր դիզայները՝ ղեկավարելով դիզայներական թիմերը և վերահսկելով ողջ ստեղծագործական գործընթացը[1]։ Մանրածախ առևտրի համաշխարհային վաճառքները բրենդի միջոցով կազմել են 6,4 մլրդ ԱՄՆ դոլար (2013 թվականին)[1] և 6,7 մլրդ դոլար (2014 թվականին)[6]։ Of PVH's preppy-styled brands Tommy Hilfiger is the higher priced of the two, slotting above Izod in the lineup.

Պատմություն[խմբագրել | խմբագրել կոդը]

Նախապատմություն և հիմնադրում (1960-1990)[խմբագրել | խմբագրել կոդը]

Թոմի Հիլֆիգերը նորաձևության գործունեությունը սկսվել է 1968 թվականին, երբ նա դարձել Է Նյու Յորք նահանգի հյուսիսային մասում գտնվող People’s Place հագուստի խանութի համահիմնադիրը։ Բենզալցակայանում աշխատած 150 դոլարը[7] նա օգտագործեց որպես մեկնարկային գումար[7]։ Նա ղեկավարել է ընկերության ընդլայնումը մինչև ցանց[8]՝ տասը խանութներից կազմված։ Չնայած սկզբնական հաջողությանը[7], People's Place filed-ը 1977 թվականին սնանկության դիմում է ներկայացրել[7]։ 1979 թվականին Հիլֆիգերը տեղափոխվել է Նյու Յորք, որպեսզի շարունակի մոդելավորողի գործունեությունը[9], working on several different labels including Jordache Jeans.[8][10]

In the early 1980s, he met Mohan Murjani, an Indian textile magnate hoping to launch a line of men’s clothing. With Murjani’s backing[8] in 1985, Hilfiger debuted his first signature collection,[2] which featured modernized versions of button-down shirts, chinos, and other classic preppy styles. The casual and youthful attitude of these first designs would remain a trait of the company's later collections.[1] The new clothing line made its debut with a high-profile marketing campaign, which included a large billboard in Times Square[2] by advertiser George Lois.[11]

The Tommy Hilfiger brand left Murjani International in 1989, with Silas Chou instead providing financial backing.[12] That year, Lawrence Stroll and Joel Horowitz, both former executives of Ralph Lauren, were hired as executives of the newly formed company Tommy Hilfiger, Inc., which had an initial focus on casual male sportswear.[12]

Growth of popularity and product lines (1990s)[խմբագրել | խմբագրել կոդը]

Freja Erichsen at Tommy Hilfiger Spring 2009
Tommy Hilfiger designer glasses

The Tommy Hilfiger Corporation went public in 1992.[8] After licensing Pepe Jeans USA in 1995, in 1996 Tommy Hilfiger Inc. began distributing women's clothing as well.[12] By the end of the next year, Hilfiger had opened his first store in Beverly Hills, which was followed by a store in London in 1998.[12] The company launched its bed and bath line in 1998.[8]

Throughout the 1990s the company's marketing division worked in tandem with the popular music industry, and as early as 1993 Hilfiger was an official sponsor for Pete Townshend's Psychoderelict tour. In the early 1990s a baggier, less tailored menswear look came into fashion, and Hilfiger gave his clothes a more relaxed fit.[13] As roomier styles with oversized logos became popular with hip-hop artists in the mid-to-late 1990s,[14] Hilfiger's style of clothing became both increasingly popular with the American "preppy" scene and as hip hop fashion,[2] and when Snoop Dogg wore a Hilfiger sweatshirt during an appearance on Saturday Night Live in the 1990s, it sold out of New York City stores the next day.[15] Moreover, Hilfiger courted the new hip hop market, and rappers like Puffy and Coolio walked during his runways shows.[15] With collections often influenced by the fashion of music subcultures, the clothes are also marketed in connection with the music industry,[16][17] and American R&B icon Aaliyah became the much-publicized spokesperson for Tommy Hilfiger Corporation in 1997.[18] The company would later sponsor Sheryl Crow's "If It Makes You Happy" tour in 1997,[19] Britney Spears 1999 ...Baby One More Time Tour,[20][21] and Lenny Kravitz's 1999 Freedom tour.[22]

Overseas growth and Apax Partners acquisition (2000s)[խմբագրել | խմբագրել կոդը]

Women's intimate apparel was introduced in 2001.[8] After sales and net income faltered in 2001,[8] the company's sales in 2002 totaled $1.87 billion.[8] Overall between 2000 and 2009, sales slipped from around $1.9 billion[23] to $700 million.[14] During the same time period, however, Hilfiger’s European sales steadily rose to $1.13 billion. In 2003, Hilfiger executive Fred Gehring and Hilfiger decided to further invest in the brand's growing overseas audience by re-focusing on the brand’s original style, “classic American cool,” and designing the clothes out of New York City.[23] Gehring also adapted the business model to suit European retail culture, pursuing partnerships with European department stores and with smaller boutiques, signing 4,500 of them in 15 countries.[23] Hilfiger also strove to retain the designer brand exclusivity of the Hilfiger label by signing a deal to distribute the best-selling Hilfiger lines at Macy's only.[2]

Tommy Hilfiger storefront inside a mall in 2014

Hilfiger has endorsed products such as True Star is a fragrance, which was released in 2004 with Beyoncé Knowles as poster girl.[24] True Star would go on to win a FiFi Award for Best New Commercial Fragrance.[25] By 2004, the Tommy Hilfiger Corporation company had revenues of $1.8 approximately billion and 5,400 employees.[10] In 2006, Tommy Hilfiger sold Tommy Hilfiger Inc. for $1.6 billion,[4] or $16.80 a share, to Apax Partners, a private investment company.[26] After the acquisition Gehring assumed control of the American headquarters of Tommy Hilfiger as well as Europe. Gehring and Hilfiger narrowed their focus in the United States to the profitable core sportswear line, and U.S. sales began to rise in 2010.[14]

Phillips-Van Heusen acquisition and recent years (2010s–2020s)[խմբագրել | խմբագրել կոդը]

In March 2010, Phillips-Van Heusen (PVH Corp.) bought the Tommy Hilfiger Corporation for $3 billion,[27][28] in a deal that was nearly seven times what PVH had paid for Calvin Klein in 2003.[5] Fred Gehring, who launched Hilfiger’s European division in 1996, assumed the role of Hilfiger's CEO.[5] Global sales in retail for the brand in 2013 were US $6.4 billion,[1] and $6.7 billion in 2014.[6] Daniel Grieder was appointed CEO of Tommy Hilfiger Group in July 2014. Former CEO Gehring was made executive chairman of Tommy Hilfiger Group[29] and was appointed vice chairman of PVH.[29]

In January 2015, Tommy Hilfiger debuted a digital sales showroom at its New York City headquarters, which the publication WGSN opined would "transform the traditional buying process."[30] With plans to open showrooms in other cities,[31] Hilfiger described the showroom as "an innovation of the order process with cost saving potentials along the whole value chain."[32] Gehring stepped down as Tommy Hilfiger Group’s chairman in August 2015, though he retained his role at PVH.[33] Tommy Hilfiger remains the company’s principal designer, leading the design teams and overseeing the entire creative process.[1]

In 2020, PVH announced that as part of their animal welfare policy, the company does not use exotic skins and would be banning their use in Tommy Hilfiger collections when "our annual update of that policy is released."[34]

In 2021, Tommy Hilfiger released their first genderless collection in collaboration with Indya Moore.[35]

Product lines[խմբագրել | խմբագրել կոդը]

Tommy Hilfiger delivers its products worldwide under the Tommy Hilfiger and Hilfiger Denim brands,[36] and also has a breadth of collections including Hilfiger Collection, Tommy Hilfiger Tailored, men’s, women’s and kid’s sportswear, denim, accessories, and footwear. In addition, the brand is licensed for a range of products such as fragrances, eyewear, watches, and home furnishings.[6]

  • Tommy Hilfiger – the main line of the Tommy Hilfiger Corporation, like the company's other lines it is influenced by classic American fashion, or more specifically what the company dubs "preppy with a twist". It targets customers in the 25 to 40-year-old range.[6]
  • Hilfiger Denim – more casual than the Tommy Hilfiger label, it targets both men and women in the 18 to 30-year-old range. Beyond jeans, the line also includes denim separates, footwear, bags, accessories, eyewear, and fragrances.[6]
  • Hilfiger Collection – intended for women, the clothing line blends classic American influences with contemporary styles. The clothes are marketed towards women age 25 to 40. The designs periodically debut during New York Fashion Week.[6]
  • Tommy Hilfiger Tailored – an American menswear line meant to the 25 to 40-year-old demographic. Styles vary from formal suits to casual wear, with a focus on what the Tommy Hilfiger Group website describes as "precision fit, premium fabrics, updated cuts, rich colors, and luxe details.”[6]

Worker conditions[խմբագրել | խմբագրել կոդը]

In the late 1990s, Tommy Hilfiger and other large American textile companies such as Calvin Klein and Sears were defendants in a class-action lawsuit alleging that luxury clothes were being manufactured in sweatshop conditions in Saipan. After a group settlement that admitted no liability, in March 2000, Tommy Hilfiger volunteered to allow independent oversight of their manufacturing on the island.[37] In March 2012,[38] ABC aired a report that 29 workers had died in a factory fire in 2011 in Bangladesh, with the Tommy Hilfiger Corporation included among the factory's clients.[39] PVH Corp. issued a press release in response, stating they would commit $1 million to a two-year program to help facilitate safety programs.[39] The company, however, announced they would not abandon their manufacturing in Bangladesh, with PVH CEO Emanuel Chirico stating that the brand was instead "trying for a global solution" and staying at the factories to affect change, as "you need to have a voice at the table to get changes made as you go forward."[40] Tommy Hilfiger later signed a Bangladeshi safety accord along with eighty other Western retailers, with the goal of protecting unionizers.[41]

In 2014, PVH was consulting about investing in Ethiopia in relation to Tommy Hilfiger and Calvin Klein, with labor rights among the key talking points.[42] In 2016, the India Committee of the Netherlands (ICN) reported that textile workers in Bangalore were working in conditions akin to slavery. Clothing companies H&M, Inditex, C&A and PVH publicly committed to "improving the lives of workers in Bengaluru" after the report, while PVH also announced it would independently investigate and establish new guidelines for its suppliers.[43]

Marketing and advertising[խմբագրել | խմբագրել կոդը]

In 1985, to help him launch his first collection, Hilfiger hired advertiser and graphic designer George Lois[11] to make a billboard for the center of Times Square in New York City.[2] Instead of models, the ad featured the initials of three well-known fashion designers—“PE” (Perry Ellis), “RL” (Ralph Lauren), “CK” (Calvin Klein), and announced that “TH” (Tommy Hilfiger) was the next great menswear designer. The billboard created a stir in the fashion press and succeeded in creating awareness of the Hilfiger name.[5] In subsequent years Hilfiger and Lois collaborated again on other ads for the Hilfiger brand. One campaign, in 1990, compared Hilfiger’s American style with other “iconic American” classics, such as the 1955 Thunderbird and the 1940 Harley-Davidson bike.[13] Hilfiger courted the new hip hop market in the 1990s,[15] and rappers like Puffy and Coolio walked during its runways shows.[15]

From 2002 to 2006, Tommy Hilfiger owned the naming rights to the Tommy Hilfiger at Jones Beach Theatre amphitheater on Long Island,[44] one of the more popular music venues in the United States.[8] Starting in 2010, in collaboration with New York advertising firm Laird & Partners, Tommy Hilfiger Corporation launched the advertising campaign “The Hilfigers.” The campaign features a fictional family of Hilfigers wearing the brand's clothing in fun preppy venues. The first campaign, for fall 2010, was a photoset of a college football tailgate, followed by photoshoots at a tennis court, a rustic holiday party, a camping trip, an Ivy League college, and the beaches of Malibu. The spring and summer collections of 2015 were displayed at a wedding in Sonoma, California, followed by an American football stadium for fall and winter.[45](չաշխատող հղում)


The brand created the publicity tour "Prep World” in 2011, which featured specialty pop-up shops in Paris, New York, London, Stockholm, Los Angeles, Madrid, Milan, the German island Sylt, and the Belgian town of Knokke. Hilfiger made personal appearances with author and preppy expert Lisa Birnbach, as well as designing a special clothing collection to support the initiative.[46] The brand's 30th anniversary was in 2015, and the company celebrated the occasion with a fashion tour. Among other events, in Beijing in May 2015 the brand recreated their New York Fashion Week runway show internationally for the first time.[47] The couple Olivia Palermo and Johannes Huebl were also brought in as guest editors for the summer 2015 women's and men's collections.[6] For the fall of 2015, Rafael Nadal is the brand ambassador for Tommy Hilfiger underwear and Tommy Hilfiger Tailored collections.[6][48]

Zendaya was the global women’s ambassador for the spring of 2019. She also designed a Tommy x Zendaya capsule collection.[49]

William Chan is the new global brand spokesperson for menswear in 2021.[50]

Locations[խմբագրել | խմբագրել կոդը]

A Tommy Hilfiger storefront in Mannheim, Germany

With a head office in Amsterdam, the Tommy Hilfiger Corporation has global flagship stores in the following seven locations:[51][3]

In addition to the flagship stores, anchor stores are located in the cities of Amsterdam, Beijing, Berlin, Bogotá, Buenos Aires, Cannes, Cologne, Dublin, Florence, Frankfurt, Hamburg, Prague, Helsinki, Hong Kong, Istanbul, London, Luxembourg, Madrid, Mauritius, Mexico City, Miami, Milan, Montréal, Moscow, Mumbai, Munich, New York City, Osaka, Panama City, Punta del Este, Santiago, São Paulo, Seoul, Shanghai, Singapore, Sydney, Tel Aviv, Vancouver, Vienna, Marbella and Zurich.[51] The company often operates hundreds of stores in the larger countries, and the subsidiary Tommy Hilfiger Japan Corp., for example, operates 170 stores with 1,000 employees as of 2014.[52] In 2015, the brand launched its first store in Thailand.[53]

Tommy Hilfiger has 48 stores in Turkey. They are located in the cities of İstanbul, Ankara, İzmir, Antalya, Aydın , Muğla, Adana, Kocaeli, Afyonkarahisar, Balıkesir, Bursa, Denizli, Kayseri, Mersin, Gaziantep, Konya, Samsun, Trabzon and Diyarbakır.[54]

Recognition[խմբագրել | խմբագրել կոդը]

The following is a selected list of awards and recognitions won by the Tommy Hilfiger Corporation:

See also[խմբագրել | խմբագրել կոդը]

References[խմբագրել | խմբագրել կոդը]

  1. 1,0 1,1 1,2 1,3 1,4 1,5 «Company Overview». Tommy.com. Վերցված է September 12, 2015-ին.
  2. 2,0 2,1 2,2 2,3 2,4 2,5 «Tommy Hilfiger». Biography.com. 2009. Վերցված է September 12, 2015-ին.
  3. 3,0 3,1 «Social Responsibility». Tommy.com. Վերցված է November 3, 2015-ին.
  4. 4,0 4,1 «Tommy Hilfiger Corporation announces agreement to be acquired by Funds advised by Apax Partners for $16.80 per share or approximately $1.6 billion». Apax Partners. December 23, 2005. Վերցված է September 12, 2015-ին.
  5. 5,0 5,1 5,2 5,3 Wilson, Eric (May 2010). «Tommy Returns to America». New York Times. Վերցված է September 12, 2015-ին.
  6. 6,0 6,1 6,2 6,3 6,4 6,5 6,6 6,7 6,8 «Our Brands - Tommy Hilfiger». PVH. Արխիվացված է օրիգինալից September 5, 2015-ին. Վերցված է September 12, 2015-ին.
  7. 7,0 7,1 7,2 7,3 7,4 Rosee, Sophie De (November 26, 2011). «Flashback: Tommy Hilfiger remembers his first shops». The Telegraph. Արխիվացված է օրիգինալից November 17, 2015-ին. Վերցված է September 12, 2015-ին.
  8. 8,0 8,1 8,2 8,3 8,4 8,5 8,6 8,7 8,8 «Company Profile, Information, Business Description, History, Background Information on Tommy Hilfiger Corporation». Referenceforbusiness.com. 2002. Վերցված է September 12, 2015-ին.
  9. Tommy Hilfiger by Tommy Hilfiger, Assouline (August 30, 2010), p. 6-10; 978-2759403134
  10. 10,0 10,1 «Tommy Hilfiger». Business of Fashion. Վերցված է September 12, 2015-ին.
  11. 11,0 11,1 11,2 11,3 11,4 11,5 11,6 11,7 11,8 «Tommy Hilfiger Biography». Tommy.com. Վերցված է November 3, 2015-ին.
  12. 12,0 12,1 12,2 12,3 «Tommy Hilfiger». encyclopedia.jrank.org. 1998. Վերցված է September 12, 2015-ին.
  13. 13,0 13,1 Tommy Hilfiger by Tommy Hilfiger, Assouline (August 30, 2010); 978-2759403134
  14. 14,0 14,1 14,2 «Classic American Cool». Success Magazine. Success.com. June 2014.
  15. 15,0 15,1 15,2 15,3 Wilbekin, p. 282.Wilbekin, Emil (1999). «Great Aspirations: Hip Hop and Fashion Dress for Excess and Success». The Vibe History of Hip Hop (1st ed.). New York: Three Rivers Press. ISBN 978-0-609-80503-9.
  16. Tommy Hilfiger by Tommy Hilfiger, Assouline 2010, p. 16
  17. Neigher, Julie (August 6, 2010). «Tommy Hilfiger celebrates 25 years of style, five decades (plus) of life with coffee table tome». Los Angeles Times. Վերցված է November 3, 2015-ին.
  18. Reid, Shaheem; Schumacher-Rasmussen, Eric; Horn, Teri van (August 27, 2001). «Hard-Working Aaliyah Packed Hit Albums, Movies into Short Life». MTV News. Վերցված է March 17, 2012-ին.{{cite web}}: CS1 սպաս․ բազմաթիվ անուններ: authors list (link)
  19. Weiser, Stacie (September 23, 1997). «Concert will 'make you happy'». The Daily Beacon. Վերցված է September 12, 2015-ին.
  20. «Tommy Hilfiger Announces Sponsorship of Britney Spears Summer Concert Tour» (Press release). Business Wire. May 12, 1999. Վերցված է July 17, 2010-ին.
  21. Galindo, Brian (February 25, 2014). «18 Epically '90s Tommy Hilfiger Moments». BuzzFeed. Վերցված է November 3, 2015-ին.
  22. «Hilfiger will sponsor Rocker Kravitz's tour». Women's Wear Daily. August 1999. Վերցված է November 3, 2015-ին.(չաշխատող հղում)
  23. 23,0 23,1 23,2 «For U.S. Fashion Firms, a Global Makeover». The Wall Street Journal. February 2, 2007. Վերցված է September 12, 2015-ին.
  24. Jessen, Monique; M. Silverman, Stephen (June 22, 2004). «Beyoncé Launches New True Star Fragrance». People. Time Inc. Վերցված է April 22, 2012-ին.
  25. FiFi Awards 2005 Արխիվացված Մայիս 26, 2012 Wayback Machine
  26. «Story: Tommy Hilfiger Corporation». Apex Partners (press release). Արխիվացված է օրիգինալից July 22, 2015-ին.
  27. «Calvin Klein owner buys Tommy Hilfiger». BBC News. March 15, 2010. Վերցված է July 17, 2015-ին.
  28. Andrew Ross Sorkin; Michael J. de la Merced (March 15, 2010). «Phillips-Van Heusen Buys Hilfiger for $3 Billion». New York Times.
  29. 29,0 29,1 Milligan, Lauren (October 30, 2013). «Tommy Hilfiger's CEO Switch». Vogue. Վերցված է September 12, 2015-ին.
  30. Hill, L (January 22, 2015). «Tommy Hilfiger launches revolutionary digital showroom». WGSN (wgsn.com). Վերցված է September 12, 2015-ին.
  31. Diderich, Joelle (January 21, 2015). «Hilfiger Takes Showroom Digital». WWD. Վերցված է July 6, 2015-ին.
  32. «Innovation iES PÄRISEEE ES PÄRISEE KOVAA JONNET PÄRISEE ES ON HYVÄÄ T:KAISA LARSTE». Management Counterparts. Վերցված է July 6, 2015-ին.
  33. «PVH Corp. Announces New Agreement with and Revised Role for Fred Gehring». PVH. July 31, 2015. Արխիվացված է օրիգինալից September 6, 2015-ին. Վերցված է September 12, 2015-ին.
  34. Rosemary Feitelberg,"PVH Corp. Said to Agree to Stop Using Exotic Skins, After Appeals by PETA," WWD, 10 September 2020.
  35. May, Naomi (2021-07-15). «Indya Moore collaborates with Tommy Hilfiger on genderless line». Stylist (անգլերեն). Վերցված է 2021-08-09-ին.
  36. «Hilfiger Denim Fashion Fair (Hilfiger Denim Bread and Butter, Berlin Winter 2010/2011)». 20x20FT. Արխիվացված է օրիգինալից September 10, 2014-ին.
  37. «Eight more U.S. retailers settle sweatshop suit». Reuters (archived 2005). March 28, 2000. Արխիվացված է օրիգինալից October 13, 2005-ին. Վերցված է October 11, 2007-ին.
  38. «Works die facotires». ABC News. 2012.
  39. 39,0 39,1 Grant, Kevin (March 21, 2012). «Tommy Hilfiger caves on factory labor conditions ahead of ABC report». Global Post. Վերցված է November 3, 2015-ին.
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  45. «Tommy Hilfiger: The Hilfigers ad campaign». Laird and Partners. 2010. Արխիվացված է օրիգինալից February 24, 2021-ին. Վերցված է September 12, 2015-ին.
  46. «Tommy Hilfiger's Preppy Pop-Up House Travels the World». PVH press release. April 14, 2011. Արխիվացված է օրիգինալից January 7, 2012-ին. Վերցված է September 12, 2015-ին.
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  48. «Dressed For Success, Nadal Looks To US Open». ATP World Tour. August 25, 2015. Վերցված է September 12, 2015-ին.
  49. «Tommy Hilfiger Taps Zendaya For Next Collaboration». Vogue. Վերցված է 16 October 2018-ին.
  50. «TOMMY HILFIGER announces William Chan to be the brand spokesperson for menswear in 2021». World Today News. Վերցված է 10 January 2021-ին.
  51. 51,0 51,1 «Tommy Hilfiger Locations». Tommy.com. Վերցված է November 3, 2015-ին.
  52. «Preppy at work: A look at Tommy Hilfiger Japan's intelligent system». Microsoft.com. March 3, 2014. Վերցված է November 3, 2015-ին.
  53. «Tommy Hilfiger launches first store in Thailand». Fashion United. May 4, 2015. Վերցված է November 3, 2015-ին.
  54. http://global.tommy.com/int/en/stores/find-a-store/14
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