After 25 years in fashion, the Tommy Hilfiger brand has had some remarkable shifts in brand perception, and its recent success reaffirms the brand’s relevance on a global level today. As it reclaims its core brand identity, we at Fashion’s Collective thought that the Tommy Hilfiger show was the perfect one for us to attend at this year’s New York Fashion Week… and we were right.
Now at Lincoln Center, fashion week itself seems to have undergone a revival of sorts, with attendees digitally scanned in and a media blogging lounge (rightfully) at the center of floor. Fashion week in New York is taking on a more modern edge.
People were giddy in anticipation of this iconic American brand. If the spectators alone showed any indication of a revived interest in the brand, there would be no doubt of the relevance Tommy Hilfiger still has after 25 years. Russell Simmons and Kimora Lee, Jennifer Lopez, Lenny Kravitz, Neil Patrick Harris…the variety of personalities, personas and style is a true testament to the appeal of the brand’s collection.
Set to remixed classic American rock with an edge (so appropriate) models powered down the runway inspiring spring at a time when all we can think of is fall.
The after-party was the perfect release of the excitement that had been brewing throughout the show. Hosted at the opera house, there was a regal feel to walking across the Lincoln Center plaza, through a formation of handsomely appointed guards, and into the opera house. Once inside, guests sipped cocktails, watched a larger than life slide show and enjoyed the view while waiting for The Strokes to perform.
Over the years, there have been some very public challenges faced by the brand, which was started as all-American style with a twist. In 1985 when the first collection launched, this sort of fashion was just what people were clamoring for and the brand took off, achieving high levels of growth and profitability early on.
In the 1990s the hip-hop era introduced oversized proportions and supersized logos and the Tommy Hilfiger brand fed the craze, which ultimately alienated their core target demographic. When the hip-hop industry moved onto styles and labels of their own making, the Tommy Hilfiger brand was left with a noticeable and deep void in their customer base, one which was not easy to repair.
Growth in Europe had been steady and showed strong signs of prosperity and it was decided to return to the all-American roots appreciated by their original customers and Tommy Hilfiger has reported its most profitable year ever. Its success is not only a story of profitability, but also of the revival of a brand’s identity.