THE MARKETING MIX: 4 P’S
November 21, 2012
NTRODUCTION: Company Overview & Ryder Jeans
Tommy Hilfiger has earned worldwide recognition as one of the top leaders in
premium lifestyle brands. Its high quality “Classic American Cool” preppy fashion
with a refreshing twist is currently distributed in 90+ countries 1. In 1985, with the
support of a businessman, Tommy Hilfiger released his first signature collection, offering
high quality clothes for men, women, and children. The brand became a major hit after
George Lois, a famous advertising communicator released a ...view middle of the document...
These top sellers are sold in Tommy
Hilfiger Specialty stores, primarily located in high profile areas, in the midst of other big
brand names, entertainment, and fine dining.
In 2010, the Tommy Hilfiger brand was sold to Phillip Van Heusen Corporation, also
owners of Calvin Klein, IZOD, Arrow, and Heritage Brands 6. Although the brand was sold to
PVH Corporation, all design processes were still under the leadership of Founder Tommy
Hilfiger. As principal designer, he’s been awarded year after year for his major contribution
to the fashion industry, community organizations, and charities.
ARGET MARKET: Generation-Y Males
Tommy Hilfiger's Specialty Denim Collection speaks to young adults, more
specifically those between the ages of 18 to 28 7. This age group falls into the
Generation Y category, most of which are children of baby boomers.
Hilfiger's Ryder line attracts fashion forward and brand conscious male consumers. They
are classy, sophisticated, well groomed, and stylish young men with entrepreneurial spirit.
They are knowledgeable and technology savvy. They appreciate quality and fashion and
will spend the money to get what they want. They are well educated with high purchasing
power. They value individuality, independence, family, and friends. Social class is a major
factor in their purchasing decisions, as they prefer to stand out by wearing prestige high
quality brands. They enjoy social media such as Facebook, YouTube, and Twitter. They care
about the latest trends and designs in fashion. Being outdoors, playing golf, and travelling
with friends are common interests found in this youthful target market.
Hilfiger Denim ad campaigns are straightforward in their approach to reach its target
market. Commercials, magazine ads, and runway fashion shows display attractive models
wearing the best of Tommy Hilfiger. The brands colors red, blue, and white dominate ad
campaigns, painting a rich and bold image of the company. High quality “Classic American
Cool” merchandise, knowledgeable staff, friendly customer service, and thousands of stores
in premium locations worldwide are reasons why customers remain loyal to the brand.
Those who want cutting edge fashion, denim with a twist, or a mixture of preppy and
urban styles will choose Hilfiger Denim for their choice of jeans 8. Consumers willing to pay
more money for high quality products will enjoy Hilfiger’s Denim Collection. Its versatility
will achieve many great looks from preppy, urban, to retro. Coordinating pieces is very easy
to achieve, as other collections offer a large variety as well.
For this assignment, we chose the Ryder Denim Line to focus our attention
on. The high quality Ryder jean has been popularized for its versatility,
durability, and long lasting comfort. As a top seller in many markets including North
America, The Netherlands, and United Kingdom, these well designed jeans remain a...