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MARKETWith a brand portfolio that includes Tommy Hilfiger and Hilfiger Denim, Tommy Hilfiger is one of the world’s most recognised premium designer lifestyle groups. Its focus is designing and marketing high-quality men’s tailored clothing and sportswear, women’s collection apparel and sportswear, kidswear, denim collections, underwear (including robes, sleepwear and loungewear), footwear and accessories.

The Hilfiger Denim product line consists of jeanswear and footwear for men and women, accessories, and fragrance. Merchandise under the Tommy Hilfiger and Hilfiger Denim brands is available to consumers worldwide through an extensive network of Tommy Hilfiger and Hilfiger Denim retail stores, leading specialty and department stores, and at tommy.com.

The core line, Tommy Hilfiger, embodies the brand’s classic American cool spirit with a broad selection of designs across more than 25 categories, including men’s, women’s and kid’s sportswear, footwear and accessories. With a focus on a 25 to 40 year-old consumer, Tommy Hilfiger is internationally recognised for celebrating the essence of classic American style with a fresh, modern twist inspired by Hilfiger’s love of pop culture – from fashion, art and music to sports and entertainment.

Hilfiger Denim – This line is inspired by American denim classics with a modern edge that is more casual than theTommy Hilfiger label. Targeting the 18 to 30 year-old denim-oriented consumer, the line focuses on premium denim separates, footwear, bags, accessories, eyewear and fragrance.

Hilfiger Collection – This line is the pinnacle of the Tommy Hilfiger product offering and features its most directional styles for women, blending the brand’s Americana heritage with contemporary influences. The collection includes designs that premiere on the runway during New York Fashion Week, in addition to accessibly-priced pre-collections Hilfiger Collection is manufactured in Italy with luxurious premium quality textiles,

Tommy Hilfiger Tailored – This line integrates a sharp, sophisticated style with the brand’s American menswear heritage. From structured suiting to casual weekend wear, classics are modernised with precision fit, premium fabrics, updated cuts, rich colors and luxe details executed with the brand’s signature twist.

ACHIEVEMENTSl DSES has awarded Tommy Hilfiger Best Service Performance Brand in 2008.l DSES has awarded Tommy Hilfiger Mall of the Emirates Best Service Performance Outlet in 2008l Tommy Hilfiger has been awarded Super Brand status since 2009.l Mall of the Emirates awarded Tommy Hilfiger the Best Large Fashion store in 2011.l Tommy Hilfiger won the Retail ME – Most Admired International Retailer of the Year – 2012.l Tommy Hilfiger won the Retail ME – Most Admired Retailer of the Year – 2013.l Tommy Hilfiger won the Retail ME – Most Admired Children’s wear Retailer of the Year – 2013.

HISTORYBorn the second of nine children in Elmira, New York, Hilfiger’s career in fashion began as a high school student in 1969, when he opened a small chain of stores called People’s Place with just $150. His goal was to bring “cool big city styles” from New York to his friends in their small town in upstate New York. Hilfiger soon began designing for the boutiques he had always admired, and in 1979 he moved to New York City to pursue a career as a full-time fashion designer. There, he caught the eye of Mohan Murjani, a businessman who was looking to launch a line of men’s clothing and believed that Hilfiger’s entrepreneurial background gave him the unique ability to approach men’s fashion in a new way. With Murjani’s support,

Hilfiger introduced his first signature collection in 1985 by modernising button-down shirts, chinos, and other classics with updated fits and details. The relaxed, youthful attitude of his first designs has remained a distinctive hallmark throughout all of Hilfiger’s subsequent collections.

For 30 years, Tommy Hilfiger has brought “classic American cool” apparel to consumers around the world. His designs give time-honoured classics a fresh look, and his discerning taste has provided the foundation for the growth of a global brand. Under Hilfiger’s guidance, vision and leadership as principal designer, the Tommy Hilfiger Group has become one of very few globally-recognised designer brands offering a wide range of American-inspired apparel and accessories

PRODUCTThis season, Spring Summer 2016, Tommy Hilfiger journeys to the Caribbean where happy colours and madcap pattern play meet heritage with a twist. It’s a joyous romp through the turquoise waters of Jamaica and a peaceful stroll on the powdery sand beaches of Mustique that have played host to rock stars, royalty, and the next generation of Hilfigers. There are no rules, so sit back and relax – this is Spring 2016.

The collection pays homage to the ease of island life, where classic silhouettes are invigorated through an eclectic filter. Billowing dresses sport lush flora and fauna patterns inspired by the renowned textile artist Josef Frank, while tropical hued patchwork and vibrant stripes energise sundresses and separates.

Denim jackets and chinos are faded for a loved effect and accented with beaded tapes and whipstitched borders.

The traditional cricket sweater is reinvented in homespun crochet, polos are done in netted mesh, and oxford shirts are personalised with embroidered eyelet. These sorts of handcrafted details can be found at every turn, including on the roomy beach totes, sneaker mules and layered espadrilles.

There are also nods to the eccentric holiday style of eminent Brits who frequented the islands in the early 70s. Jacquard suiting is woven with metallic threads designed to catch the light, and silk caftans have a decadent sense of ease. The sun-kissed lineup speaks to new generations of globetrotters who top their looks off with whimsical crochet hats and beaded jewelry.

It’s all about wanderlust this season, eschewing the hustle of city life and savoring the freedom of individual style – so soak up the good vibes and let’s go.HILFIGER COLLECTION SPRING 2016The adventure begins in Honolulu which today is a bustling urban isle. The collection combines colourful, cultural influences with nods to sailing, surfing and the seafaring life. A nautical mix of red, white and blue appears in bold colour-blocking, celebrating Tommy Hilfiger’s signature palette in bright, vibrant hues. Playful prints fuse tropical florals, marine stripes and postcard-inspired 50s souvenir scenes. Athletic stripe details bring an unexpected twist to fashion knits and modern minimalist essentials. Feminine statement skirts are pleated, striped and printed, while the sailor trouser and blazer is the must-have combination of the season. Accessories exude Honolulu’s sporty, clean aesthetic and embrace a red, white and blue palette. Playful summer motifs like lobsters, sun umbrellas and starfish are mixed with Tommy’s signature nautical stripes.

The second stop on the tour is Havana, where a Latin vibe inspires the use of spicy earth tones and frilled details – all revisited through a fresh, modern lens. Colours are rich and silhouettes are fluid, with ladylike sundresses and blouses designed in both solids and multi-stripe patterns. Masculine meets feminine in spring tailoring, and all-American pastimes like baseball and bowling influence a retro-cool aesthetic – think fluted stripes and sweaters with borders. Vintage postcards inspire a favourite conversational print: the sunbathing lady. In accessories, Latin influences are seen in an eclectic offering that mixes shapes, silhouettes, colors and textures with sporty stripes.

The journey ends in Martha’s Vineyard, the

quintessential American East Coast summer destination. The staples of a classic spring wardrobe are reinterpreted in a neat, playful way as Ithaca and marine stripes mix with chambrays and seersuckers. Deck essentials include denim and classic summer shirting – from the new Oxford shirt to eyelet details and nautical stripes. Inspired by the Cape Cod sailing life, conversational prints feature flocks of flying seagulls. Accessories channel a relaxed island vibe with soft, luxurious materials and fluid shapes. The signature bucket bag is redone in deconstructed suede with gold accents, while the classic wedge sneaker is transformed into an espadrille, embracing the maritime island vibe.

RECENT DEVELOPMENTSTommy Hilfiger is pleased to announce the launch of the Spring 2016 Hilfiger Denim global advertising campaign, “An Island State of Mind,” which brings a laid-back island vibe to the urban concrete jungle. Contemporary city life gets an unexpected overhaul that’s playful, dynamic and optimistic – it’s a celebration of the brand’s fresh take on iconic denim classics with a spirited, edgy attitude that’s uniquely Hilfiger Denim. As part of the campaign, the Spring 2016 Hilfiger Denim collection includes the new Dynamic Stretch denim for men and women. The innovative fabric has an 80% stretch factor and a high-recovery finish, ensuring it retains its second-skin fit without losing elasticity – even after prolonged wear. The super-stretch fabric uses a high content of elastane to provide an incredible ease of motion and superior comfort, without losing its authentic denim look.

Starring in the Spring 2016 campaign are millennial models and influencers Hailey Baldwin, Immy Waterhouse, Luka Sabbat, Sang Woo Kim and David Bywater. With a combined reach of over ten million followers on Instagram alone, the models will engage their audiences with behindthe-scenes teasers from the Hilfiger Denim campaign shoot, plus their own personal twists on island life in the city. Sneak peeks behind-the-scenes were also captured by Instagram

influencer Bryant Eslava and self-directing cinematographer Chad Huff. Their unique imagery and videos will be shared exclusively on Tommy Hilfiger’s social media channels, in Hilfiger Denim stores and on tommy.com when the campaign launches in April 2016.

The Dynamic Stretch women’s collection includes a skinny silhouette in low, mid, high and ultra-high-rise options in a variety of washes and rinses. The palette features light, mid and dark denim; black, white, pale blue and royal blue, while select styles feature destructed finishes and bleached whisker details. The men’s Dynamic Stretch collection features a super-stretch skinny silhouette and a slim silhouette in washed gray-black, rinse-washed black and vintage light, mid and dark blues. Select styles are finished with random bleaching, 3D whiskers and scraped hemlines. The Dynamic Stretch styles will launch as part of Hilfiger Denim’s Spring 2016 collection, which will be available at Hilfiger Denim and select

l Tommy Hilfiger Group is one of the world’s most recognised designer apparel groups.l Tommy Hilfiger products are currently distributed in over 90 countries, across North America, Central and South America, Europe and the Asia-Pacific region, including more than 1400 Tommy Hilfiger retail stores.l Global retail sales of the Tommy Hilfiger brand were US $6.7 billion in 2014l Tommy Hilfiger has 44 stores in GCC. It is present in UAE, Qatar, KSA, Kuwait and Bahrain.

THINGS YOU DIDN’T KNOW ABOUTTOMMY HILFIGER

Tommy Hilfiger stores globally, and on tommy.com from February 2016.

Tommy Hilfiger has opened 44 standalone stores in GCC the latest one was opened in City Walk in Dubai.

PROMOTIONTommy Hilfiger as a brand is active across all media. While the brand has presence across luxury magazines, outdoor, in mall and traditional media, the new thrust is moving towards digital. Tommy Hilfiger hosts Press Days every season to introduce the fashion offering to media and influencers. In addition, the brand indulges its premium customers with instore activations and previews before key launches.

Tommy Hilfiger is known as the brand that represents Classic, American, Cool. The brand tailor makes slogans and campaigns based on its specific category.

Tommy Hilfiger is actively involved in digital media and has an active social media presence.

BRAND VALUES Since Tommy Hilfiger introduced his first men’s sportswear collection in 1985, the brand has expanded to encompass a complete premium lifestyle on a global scale. Tommy Hilfiger delivers premium styling, quality and value to consumers worldwide under the Tommy Hilfiger and Hilfiger Denim brands, with a breadth of collections including Hilfiger Collection, Tommy Hilfiger Tailored, men’s, women’s and children’s sportswear, denim, accessories, and footwear. In addition, the brand is licensed for a range of products, including fragrances, eyewear, watches and home furnishings.

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