Tommy Hilfiger’s Post

George Lois for Tommy Hilfiger, 1985 "It was a gutsy move, and I’d be lying if I said I was entirely comfortable with it at the time. But Mohan, Joel, and George convinced me to go for it, to leapfrog the competition in marketing. It worked." - Tommy Hilfiger A lot of times we look for permission from the outside world, or market data, to inform strategy. I have to think Mohan, Joel and George went the other way and looked squarely at the company, the products it was producing, and the visionary behind it all. It was their own assessment of these strengths that gave them the guts to position Hilfiger with The Greats (Ralph Lauren, Perry Ellis and Calvin Klein) when the label was in its infancy. Today, in any category, there aren't 4 big competitors, there are 400. And yet so few of them matter to people. It's going to take Lois-level boldness and originality to change the their fortunes. We're here to build reputations—to declare confidently what a company is and will do. That kind of conviction only comes from looking inward at the soul of the organization. Paradoxically, it’s inward-generated strategies that often create the biggest outward ripple.

Abercrombie & Fitch Co.’s comeback is highly impressive. If you consider where the brand was some years back and its problematic recent history, the fact it is now one of the fastest growing apparel retailers is little short of remarkable.   Part of the reason for the success is that Fran Horowitz and her team are retailers, they understand how retail works and, most of all, they are completely focused on the customer. All of their plans and decisions have been taken with the customer in mind, which is why they have worked so well. Many other retailers give lip-service to the customer, but don’t really follow through. This isn’t the case at Abercrombie.   The integrated nature of management’s vision also played a big role. They have looked at every aspect of the organization to see how it needs to change to fit in with the new vision. For example, while changing products has been at the heart of the reinvention so too has retooling the supply chain to make it faster so the company can chase trends rather than try and predict them. Another example is looking at where and how products are sold, which has led to sensible decisions on downsizing stores and coming out of loss-making vanity flagships.   Fran and her team haven’t been afraid to make change and ditch past baggage. Basically, this is a team that has a very firm grip on the business and on the market and has executed flawlessly. It was great have my comments included in Vogue Business' interview with Fran (link in comments).  #retail #retailnews #apparel #fashion

Abercrombie & Fitch Co.'s remarkable resurgence underlines the power of putting consumers at the heart of every decision. Their success story is a testament to the efficacy of customer-centric strategies in revitalizing a brand. #BusinessStrategy #CustomerFirst

Levi Strauss CEO Michelle Gass excitedly shared with CNBC’s Jim Cramer that their denim skirts and dresses are having a moment, with sales skyrocketing by triple digits in the quarter 👖 📈 In the second quarter, direct-to-consumer sales went up by 8.2% year-over-year to $672.5 million, making up over 40% of total sales. Although Levi Strauss' revenues for the fiscal second quarter increased by 7.5% to $1.44 billion, they fell slightly below Street estimates of $1.45 billion, causing pre-market trading to decline. Despite this, #WallStreet analysts are cautiously optimistic about LEVI stock. After a 63% increase in share price over the past year, the average price target of $22.90 per share suggests that the shares are fairly valued at current levels. 📣 Get the latest #StockMarketNews and investing insights from FlexInvest #investment #financialmarkets #stockmarket #stockmarkets #stockstowatch #stockstobuy #tradingsignals #investing101 #tradingstrategies Not investment advice. Capital at risk.

#retail #challenge When less is more … C- Level with super powers Do you think it will be “ The New Normal” for retails ? Pros ? Cons ? Certainly: -Encourage efficiency -Promote collaboration -Provides opportunities for further development of profesional expertise -Fast decision making (more nimble and agile)

Abercrombie & Fitch's Recent Branding Transformation Each week, I delve into the branding changes of a fashion brand that has caught my eye. Today, I’m focusing on Abercrombie & Fitch's remarkable transformation. An article linked in the comments details how Abercrombie went from America’s most hated retailer in 2016 to a Gen Z favourite by 2019. This shift involved realigning its target customer and supply chain, aiming now at young professionals in their 20s rather than preppy teens. The brand has 'grown up' with its audience, showcasing sleek and sophisticated colour palettes and experimenting with interesting textures. Personally, Abercrombie brings back memories of trips to central London, where crowds queued for a photo with the topless model. It’s impressive to see such a heritage brand do a full 180, but can we ever fully move past its history and take the brand seriously? I rate the hustle and the transformation, but for me, it’s a no.  #BrandTransformation #FashionIndustry #GenZMarketing #RetailRevolution #BrandIdentity

Levi Strauss & Co. Great ideas have more mileage than most people realise. They capture new audiences, and revive old brands. You just have to give them a new spin. Levi Strauss & Co. 's, a classic American denim brand, has a rich history. Partnering with a global icon like Beyoncé could be seen as a strategic move to revitalize the brand's image and appeal to a wider demographic, particularly younger generations. Beyoncé's massive fan base, which spans various age groups and cultures, provides Levi's with a unique opportunity to tap into new markets. By associating with her, the brand can potentially attract consumers who might not have traditionally considered #Levi's. The campaign likely involves a fresh take on Levi's denim, perhaps through Beyoncé's personal style, artistic vision, or social commentary. This creative spin can differentiate the campaign from previous Levi's efforts and generate buzz. While Beyoncé's star power is undeniable, excessive reliance on celebrity endorsements can sometimes backfire if the association is perceived as inauthentic or forced. The campaign must strike a balance between leveraging Beyoncé's influence and allowing Levi's brand identity to shine through. If the campaign veers too far from Levi's core values or aesthetic, it could risk diluting the brand's identity. Maintaining consistency with the brand's heritage while embracing new creative directions is essential. By reimagining Levi's brand through Beyoncé's lens, the campaign can reach new audiences, reinvigorate the brand, and demonstrate the enduring power of creative ideas. #Beyonce #Levis #advertsing #creativity #Retail #Fashion #Marketing #influencer #Brandstrategy #Retailnews #Linkedinnews

Supreme is a brand in the fashion industry that went from grassroots to corporate. Looking at this, it’s interesting to see that when the company sold to VF Corporation post its grassroots phase, it sold for $2.1 Billion. After going corporate with the VF Corporation sale, the value of the company went down, as they sold recently to EssilorLuxottica for $1.5 Billion, which begs us to ask the question of how to tie community to corporate. What are your thoughts on this?!? Comment below as we at Decommerce focus daily on how to bring, engage and keep communities in corporate brands and businesses in various industries!

Here's My Analysis and Recap of PVH Corp.'s Q1 2024 Earnings Report: Despite exceeding #earnings expectations, PVH Corp.'s Q1 2024 financial performance raises critical questions about its strategic direction and #market execution. The company's reported figures reflect both the challenges of a shifting retail environment and the impact of #strategic initiatives aimed at enhancing profitability. The overall revenue dropped by 10% to $1.952 billion, slightly better than forecasted but still a substantial decline. The Tommy Hilfiger segment was particularly weak, with a 10% decrease in #revenue driven by a severe 14% drop in international sales, primarily in Europe. This strategic reduction in Europe, aimed at driving higher-quality sales, indicates deeper issues in maintaining market share and effective execution. Calvin Klein's performance was stagnant, with a 4% increase in North America compensating for the 2% decline internationally. The flat overall performance raises concerns about the brand's global appeal and market strategy. Additionally, Heritage Brands' revenue plummeted by 65%, largely due to the divestiture of the women’s intimates business, further eroding the company's revenue base. The company's direct-to-consumer segment showed lackluster growth, with digital commerce revenues falling by 6%, suggesting possible issues with the online shopping experience or competitive pressures. While gross margins improved by 350 basis points to 61.4%, reflecting effective cost management and pricing strategies, these gains are overshadowed by the significant revenue declines. #PVH's reaffirmation of a full-year revenue decrease of 6-7% underscores the persistent challenges it faces in the global market. Although the company raised its EPS guidance, indicating confidence in profitability through cost controls, the substantial drops in key segments highlight critical issues in strategic execution and market positioning. PVH must address these deep-seated challenges to stabilize its revenue and sustain long-term growth. #Earnings #Report #Q1 #NorthAmerica #Fashion #GlobalBrands

Hello LinkedIn Network! 👋 Caught an interesting article in the #WSJ about Levi Strauss's latest chapter on their D2C journey. Levi's isn't just stitching up jeans: they're crafting customer relationships with nearly half of their sales now coming directly from consumers. 👏🏻 It's not just about the classic denim anymore; it's about weaving a direct narrative with the people who wear them. And while their D2C slice of the pie is impressive, let's button down what truly matters: This pivot isn't solely about sales figures or sidestepping traditional distribution channels. It’s about nurturing those essential direct relationships and gleaning insights straight from the source – the customers. Yes, distribution channels are manifold, and D2C is one thread in the mix. However, it's a thread that's spinning the wheel of transformation, accelerating brands towards more intimate and insightful consumer connections. So, as we watch Levi’s tailor their approach, let's ask ourselves: How are we fitting D2C into our own patterns of growth? As for Levi’s, the fit seems just right. 🧵✂️ Check out the linked article and leave a comment with your own thoughts. #DirectToConsumer #BrandStrategy #RetailInnovation #CustomerEngagement