May 7, 2021

Hilfiger Denim Re-brands as Tommy Jeans

Capitalizing on growing demand from a younger demographic, Tommy Hilfiger, which is owned by PVH Corp., is re-branding its Hilfiger Denim label as Tommy Jeans.
The move is effective with women’s and men’s pre-spring 2018 collections, being introduced in November.
The decision was made to build on the strong momentum that Hilfiger, which generates $6.6 billion in retail sales, is experiencing and its globally established denim business.
Avery Baker, chief brand officer of Hilfiger, explained that the company introduced Tommy Jeans capsules that have attracted a much younger demographic to the brand. In spring 2016, the company launched Tommy Jeans heritage capsules and they’ve continued to experience “absolutely incredible sell-through performance and demand for those collections on a global basis.” They were initially delivered to stores in April 2016.
“What it’s really shown us is there is an amazing demand and interest coming from a brand new audience of young consumers for the brand. They are loving not just the literal heritage pieces of Tommy Jeans, but the heritage aspect of the brand. Because we’re seeing such an appetite from that younger customer, we’re targeting that Millennial and even Gen Z even more than we did in the past,” she said.
In fact, a recent

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