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Mary Portas at Tommy Hilfiger
The year was 1985. It was one of the brashest moments in the history of fashion advertising. His company barely months old, the fledgling designer Tommy Hilfiger bought a billboard space in Times Square, New York. the four great american designers,[url=http://cheapsoccercleats.webmium.com/][b]Cheap Soccer Cleats[/b][/url], it read, before listing them by their initials. Everyone knew RL (Ralph Lauren), CK (Calvin Klein) and PE (Perry Ellis), but TH?
The campaign created such a buzz among trendy New Yorkers that Hilfiger had instant lift-off. The moral of the story? If you aspire to be somewhere or someone, start acting as if you're already there and there's a good chance people will believe you. The reality is that Hilfiger has always been considered a re-designer - channelling the reds,[url=http://monclerjassengoedkopekoop.albirank.net/][b]http://monclerjassengoedkopekoop.albirank.net/[/b][/url], whites and blues of classic Americana into a line of comfortable, familiar sportswear. None of the product has ever been particularly unique,[url=http://www.duveticajacketsjp.com/][b]デュベティカ激安[/b][/url], but it has always been so confidently branded that people have gone along with the hype. Hilfiger as also quick to understand the importance of the status symbol and emblazoned his name/label prominently across the front of his clothes,[url=http://monclerjassengoedkopekoop.albirank.net/][b]Moncler Jassen Online Nederland Winkelcentrum[/b][/url], as well as on shoes, handbags, belts, swimwear, eyewear, underwear,[url=http://cheapsoccercleats.webmium.com/][b]http://cheapsoccercleats.webmium.com/[/b][/url], watches,[url=http://monclerdownjacketsoutlet.albirank.net/][b]Cheap Moncler Down Jackets[/b][/url], socks,[url=http://merrellchameleonboots.webstarts.com/][b]http://merrellchameleonboots.webstarts.com/[/b][/url], fragrance and jewellery, all of which allowed his army of fans to get the Tommy look,[url=http://woolrichdeutschland.albirank.net/][b]Woolrich Arctic Jacket outlet[/b][/url], season after season, with very little change to the garments.
Hilfiger's stock hit a high in the mid-1990s, then proceeded to plummet, the firm eventually posting a loss. He had clearly oversaturated the market. Things weren't helped by the fact that he had always struggled to establish a women's collection, and then a number of new kids on the block,[url=http://giuseppezanottiweddingshoes.webmium.com/][b]giuseppe zanotti wedding shoes Shop Designer Wedding Shoes Online[/b][/url], such as Abercrombie Fitch,[url=http://parajumpersjakkernorgejacketkodiak.olimx.com/][b]Parajumpers Jakker Norge[/b][/url], arrived with a fresher, sexier image and simply overtook him. I remember once being sent a heavily branded Tommy sweatshirt which my ex-husband wore once in a photo holding our newborn son, Mylo. It was so far away from his usual laidback style that it looked faintly ridiculous - we still laugh about it today. I haven't really taken notice of Hilfiger since that dodgy-sweatshirt moment, but I recently followed the crowds to his new Regent Street flagship to see if the ultimate master of marketing could reinvent himself all these years later.
The windows
Seamlessly tying in to the current 'Hilfigers' advertising campaign, the windows carry an all-American golf club theme. There's a cute golf buggy, an oversized pink dog,[url=http://giuseppezanottiweddingshoes.webmium.com/][b]giuseppe zanotti wedding shoes[/b][/url], thousands of golf tees and a country club poster with a set of fun rules for members. 'Everyone's welcome', apparently.
Shopability
The shop looks great. There's a friendly greeter on the door (something American retailers do so well) and the quirky golf theme has been expressed throughout. The branding seems a little more subdued than I remember - but I'm still not blown away by the product. On the upper floor, menswear consists of preppy summer beach shirts,[url=http://giuseppezanottiweddingshoes.webmium.com/][b]giuseppe zanotti shoes[/b][/url], classic polos, blazers with house crests and varsity chinos. It's a look that 'RL' has owned for at least 20 years and if I wanted this sort of thing, I'd go to the main man. Women's is on the lower ground floor,[url=http://rogervivieroutlet.webmium.com/][b]Roger Vivier Shoes[/b][/url], which shows the importance of menswear to the shop. There's a small corner dedicated to the designer's runway collections and, to be fair, a couple of stunning evening dresses. Elsewhere it's colourful chinos and preppy attire all the way.
Was I being served?
Beyond the greeting, I wasn't that impressed with the service. A lady downstairs did manage a hello, but it wasn't up there with what you might expect from an all-American brand, and seemed to be aimed at the wall rather than me. Disappointing.
Online
Oddly,[url=http://monclerjacketsdeutschland.albirank.net/][b]http://monclerjacketsdeutschland.albirank.net/[/b][/url], even without the creative merchandising, the website worked better for me. The clean look-book is aspirational and really easy to use. There was also, on my visit,[url=http://giuseppezanottiweddingshoes.webmium.com/][b]http://giuseppezanottiweddingshoes.webmium.com/[/b][/url], a commendable charitable gesture - for every pound you donate to the efforts of the Red Cross to assist in its work in Japan, Tommy will match it.
Verdict
However much you spend on marketing and however integrated your campaign across all the touchpoints, if you don't have something fresh or unique to say in terms of product, you'll eventually get found out. Hilfiger is spending a lot of money on this, his most significant reinvention in 10 years. My fear is that the world has changed so drastically that a bold advertising campaign and some brilliant merchandising may not be enough to win over the punters this time round.
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