K.B. Tindal
Several years ago Tommy Hilfiger lost a lot of his urban customers from a rumored statement that claimed that Tommy said he didn’t make his clothes for Black people.
Years have past since that rumor circulated and during this past MAGIC Fashion season Tommy scored with his new Fall line.
His supporters included big name urbanites, Jay-Z, and Lil Jon. Paris Hilton was also in attendance. All of his supporters showed up and gave out their props as well as thanks to Tommy for creating a line this year as well as in the past years that they could all identify with and had lots of love for.
About his new fall line Tommy stated, “Were still young and fresh and we still stand for preppy and fresh. It’s what has always worked for us and I don’t see a reason to change that at all.”
Apparently, he has some rural fans that go by the name of Walton as well...
ReplyDeleteI wonder if Wal-Mart can keep from decimating the "brand", if they bring it into their stores.
Target ALMOST did it with Mossimo, but I don't think that anyone can keep a premium brand premium if they bring it to mass outlet retail.
After I saw your comment, I read that Wal-Mart as interested in buying Hilfiger. It's not that far-out an idea, but somehow I think it wouldn't do much for Tommy's designer cred. The few department stores he has left would drop him like a hot potato.
ReplyDeleteMossimo's a good example of what can go wrong when a brand goes to discount. Target promoted the hell out of it for a year or two and then moved on, briefly dropping the line and then brought it back. The end effect was that it's damged goods. Barely cool enough for Target and poison to almost anyone else who picks it up because of bad brand management.
On the other hand, a lot of brands have gone into Wal-Mart (Levi Strauss Signature, Bugle Boy) and been pretty successful. The move into discount stores actually is saving Levi's from bankruptcy.
I guess it comes down to dollars versus image.
When was Mossimo ever classy? I must have completely missed that era....
ReplyDelete~Carrie =)
Mossimo was never classy like Polo, but it was a legitimate department store brand up until around 1999. I bought a Mossimo t-shirt from Belk back then.
ReplyDelete