Fashion Tastes of the Digital Generation - Has Tommy Hilfigered it out?
In the three decades since Tommy Hilfiger founded his eponymous label, the fashion landscape has changed beyond recognition. In the 1990s, Tommy Hilfiger was one of the most dominant fashion brands on the market. It was the height of cool among young urban consumers, with stars including Kate Moss, Snoop Dogg and the members of Destiny’s Child buying into its preppy style of American sportswear. It tapped into pop culture in a way other brands failed to do, building relationships in a genuine and believable way. ( Fast Company ) Smart Associations - By getting connected to musicians and rappers, who were not focused on earlier, the brand got high reach early on. Yet as the brand grew up, so too did its audience and Tommy Hilfiger struggled in recent years to attract subsequent generations. The founder had been grappling with keeping the fashion appealing to a new generation of consumers, yet without eroding its identity. But all that has changed over the past 12 months. Takin...