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On the evening of February 16, designer Tommy Hilfiger's 'Red, White, and Blue' show in London was a brilliant show. Inspired by the brand's iconic style, it showcased classic streetwear and American college style products. While on display, people can buy all new runway products online and in stores around the world.　　 As early as 2016, Tommy Hilfiger moved to the seasonal fashion show with some of his colleagues, that is, he started to sell the fashion at the same time as the show-but he is the only designer who still invests in this 'see now, buy now' model. Tommy Hilfiger’s London show on Sunday was held in the Tate Modern with a strong industrial style. It was also the release of the fourth season of the brand’s collaboration with British driver and Formula One champion Lewis hermes shirts replica Hamilton. It also released Fashion collection in collaboration with American artist HER. An energetic choir sang for the show, and the team was backlit to sing popular songs by British singers Stormzy and Ed Sheeran. Numerous British supermodels catwalk, the opening is Naomi Campbell. The clothing displayed on site reflects the latest street fashion trends-such as Gothic fonts and graffiti letters, as well as versatile and practical vests and overalls-all in neon neon colors. But it is still Tommy's classic design that plays the leading role, such as a white waffle knitted sweater decorated with the American flag and a nautical printed silk scarf.　　 marketing gimmicks are conducive to Tommy Hilfiger selling affordable men's and women's shirts, thereby promoting business development. From 2016 to 2018, the brand's revenue increased by 24%. In the most recent quarter, its revenue increased by 12% at a constant exchange rate to $1.2 billion. In the 10 years since it was acquired by PVH Corp., Tommy Hilfiger's revenue has grown by 123%.　　 For modern fashion brands, such sustained growth momentum is almost unprecedented. Competitors similar to Hilfiger brand positioning include Calvin Klein, Ralph Lauren, Michael Kors and Diesel, and considering that these brands are still in a difficult situation, Hilfiger's growth is even more noticeable.　　 The problems encountered by the aforementioned brands are also related to several factors: First, the golden age of U.S. department stores is no longer (earlier this month, Macy's announced plans to close 125 stores and lay off 2,000 employees). Secondly, the clothing market tends to be fragmented. Fast fashion and DTC's start-up model of directly facing consumers are more favored by consumers, while traditional brands that rely on wholesale models have been left out. In addition, the new coronavirus epidemic is affecting sales in Asia, and the Sino-US trade tension is also a worldwide problem.　　 But Tommy Hilfiger, founded in 1985, seems to have 'escaped from the dead'. For decades, the brand has been leading fashion topics, and its influence is no less than that of Gucci today. Unlike the girlish style led by Brandy Melville or VSCO, the brand does not try to define a new generation of style; nor does it follow the example of fast fashion e-commerce companies such as Boohoo, and continuously launch cheap show replicas.　　 What supports Tommy Hilfiger's standing is that the founder is still in the company, which helps to confirm the company's affairs. The second is that the product has easy-to-identify color matching and design concepts. The brand focuses on more lucrative regional markets outside of the United States, and maintains brand recognition that is flexible enough to reflect changing trends, which will inspire the sluggish retail industry.　　1. Focusing outside the United States　　 In recent years, Tommy Hilfiger has always held big shows in cities such as London or New York, because the brand's business focus is to sell vibrant American classic clothing to people outside the United States.　　 Two-thirds of Tommy Hilfiger’s sales come from the international market. From 2014 imitation franklin marshall to 2018, sales in the international market increased by 37.5%, while North America only achieved 2% growth during the same period. In the past 20 years, the brand has attached great importance to the international market for most of the time, and the reasons can be traced back to around 2000. At that time, with Tommy Hilfiger's saturation in the US market and constant discounts, many domestic consumers were tired of the brand.　　 In Europe, Tommy Hilfiger is designed and produced independently of the United States. The brand's positioning in Europe has always been the contemporary luxury market, not the mass market. In the 2000s, it achieved rapid growth in Europe and higher replica shoes profits. In 2006, after Apax Partners privatized Tommy Hilfiger, the hermes shirts replica company's management and employees also moved from New York, USA to Amsterdam, the imitation balmain Netherlands.　　 Even though the brand is cheap army currently owned by PVH Group and the company's management is not in New York, European products are still designed in Amsterdam. In the United States, Tommy Hilfiger produces men's clothing by itself and authorizes G-III Apparel Group to produce women's clothing.　　Tommy Hilfiger 'Products designed in Europe look better,' said analyst Jane Hali.　　The company’s latest annual report shows that the brand continues to grow in Europe. Revenue in fiscal year 2018 was US$2.2 billion, achieving “double-digit” growth. According to reports, in the most recent quarter, Tommy Hilfiger’s international market revenue increased to US$821 million, an increase of 16%, while North American sales remained fake hazzys stable at US$423 million.　　 Compared with the growth rate of US stores, the number of the brand’s stores in Europe and Asia has tripled and doubled respectively. In 2019, Tommy Hilfiger closed its flagship store in Manhattan. Last spring, the brand ended its exclusive partnership with Macy's, and plans to enter Belk, Dillard's and Amazon in the United States. In North America, most of Tommy Hilfiger's products are sold through outlet stores that specialize in brand discounts.　　2. Clear and flexible design concept　　 Tommy Hilfiger can maintain business stability, largely thanks to the obvious brand visual replica shoes logo. The brand brings together classic American elements such as preparatory school style, nautical style, sports and simple denim products, which can be recognized at a glance. Tommy Hilfiger did not launch specially designed clothing or categories. The main method is to continuously strengthen and interpret the brand logo, color matching and recent collaboration series.　　 This is in sharp contrast with the sister brand Calvin Klein, which is also PVH. Calvin Klein does not have a clear brand recognition in other cases except hermes shirts replica for the sexy advertising campaign launched by the lucrative underwear business to achieve brand recognition.　　 Although Tommy Hilfiger’s growth over the past 10 years has also benefited from the return of trends in the 1990s, its aesthetic is flexible enough to adapt to changing fashion trends. Whether the most fashionable match is straight-leg jeans, versatile and practical vests, or wrap skirts inspired by the 1970s, brands can leverage.　　 'The classic American lifestyle can be extended to the whole world,' said Erinn Murphy, an analyst at Piper Jaffray. She also said that Tommy Hilfiger has responded to changing trends. 'Brand Logo used to account for a large mont blanc knockoff part of their business, but now the proportion has decreased.' 　　 3. Effective global communication Hali pointed out that although Tommy Hilfiger is 'almost regarded as a luxury brand outside the United States,' it is globally ' The marketing replica shoes strategy adopted makes hermes wholesale coach shirts replica people feel the same.' PVH Group has strengthened its global control of Tommy Hilfiger by acquiring companies or establishing joint ventures in high-growth regions such as India, Brazil, Russia and Mexico, thus providing assistance to marketing. The vast majority of global brands hope to acquire local companies to achieve this goal, but only a few companies have the cash to achieve this. In April 2016, after PVH saw the growth potential and stronger profitability in the United States (Tommy Hilfiger’s operating income is the highest in the group), PVH acquired 55% of the equity in Tommy Hilfiger’s cheap balmain US joint venture, proving that it has increased marketing in the United States It is reasonable to increase the intensity, open more stores, and increase digital investment.　　 This level of control provides new possibilities for the global popularity of the 'Tommy Now' T-Taiwan show. Tommy Now reports are often seen in lifestyle magazines and websites that publish Tommy Hilfiger ads. Since 2016, the brand's big show footprints have spread all over the world, and wholesale hublot the brand has also established cooperation with internationally renowned celebrities such as Hamilton, American model Gigi Hadid and American actor Shawn Yue. According to information provided by Tribe Dynamics, in March 2019, wholesale reebok Zendaya appeared on Tommy Hilfiger’s Paris show for the first time, enabling the brand’s earned media value (EMV) to achieve a monthly growth of 237%. The media label drives the brand to win a third of the total media value.　　 Celebrity cooperation has made these activities more attractive to the younger generation of consumers, and successfully added a marketing path that can surpass the core products in each regional market. These limited-edition products have narrow distribution channels and are priced higher than most products replica shoes sold by the brand in any region, but they can add a halo effect to the more popular basic models.　　4. Tommy Hilfiger continues to shine. 　　 Tommy Hilfiger, the founder of the brand imitation cartier with the same name, is currently the chief designer and is still an outstanding brand ambassador. It is also a symbol of the dream of American entrepreneurs: his life is also famous by his own struggle. Hilfiger himself did not overly grab the limelight, but served as brand ambassadors with Hadid and Hamilton. This is different from the practices of other similar brand founders: Ralph Lauren has close ties with the founders and other people. Not much, and Calvin Klein has long stopped intervening in the brand he founded.　　Hilfiger's position in the company is also conducive to confirming the choice of the catwalk and the partner. From nautical streetwear (such as the series with Gigi Hadid) to suits that reflect the women's movement in the 1970s (such as bvlgari replica the series with Zendaya), despite the completely different tactics, he is at ease.　　 As Hali said, 'Tommy himself helped a lot. He invited Zendaya to run the show, which just happened to impress his target customers-age-appropriate millennials and wholesale tommy hilfiger Gen Z.'

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