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Colleen Kelly
President, USA Wholesale
Tommy Hilfiger
Since its inception in 1985 as a menswear line, the Tommy Hilfiger brand has focused on bringing a fresh perspective to traditional, all-American stylings. The company has grown from a single line of business to one that strives to meet the many needs of a customer following that includes children, teens, and adults from a wide range of backgrounds. In addition to menswear, womenswear, jeanswear, and childrenswear, Tommy Hilfiger businesses include approximately 40 product licenses and 10 geographic licenses worldwide, with a broad array of related apparel, accessories, footwear, fragrance, and home products.
NPD’s market information is considered an integral part of Tommy Hilfiger’s marketing and research efforts. “NPD gives us an understanding of the current business climate for the playing field we are in, and helps us decide which product categories are opportunities in our market,” said Tommy Hilfiger President, USA Wholesale, Colleen Kelly.
Recently, Tommy Hilfiger used NPD information and insights to determine the proper price point architecture of their denim assortment for both men’s and women’s. Kelly believes factual market intelligence is critical to her business’ operations. “It’s always best to make business decisions based on facts rather than assumptions. NPD provides those facts clearly and concisely,” she said.
In the intensely competitive fashion market, keeping a competitive edge is critical. Kelly said her company relies on NPD information for competitive insight. “The greatest benefit of using NPD market information is that it allows me to establish strategic benchmarks for my brand with regard to total rank within our competitors or style ranking,” she said. “The data also gives me factual information to support the assumptions we make when shopping our competition.”
Tommy Hilfiger team members across varying functions value NPD’s information. “Senior level executives look at NPD information monthly to gain insights into what is happening in our competitive arena. They also use it to judge how big a segment of business is when looking at possible acquisitions,” Kelly explained. She added that the marketing group uses the data to understand market share, and the product development group uses it for “real-time knowledge of competitive best sellers, price points, and trend.”
For more information about how to make NPD information a critical part of your company’s business decisions, e-mail contactnpd@npd.com.Back to Top