NTU AY1819 Fashion Brand marketing and promotion (Tommy Hilfiger)

TOMMY

HILFIGER

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3

Nottingham Trent University School of Art & Design

2018 / 2019

Institute of Vocational Education – Hong Kong

ba

ifb

Module: FASHION BRAND MARKETING &PROMOTION Module reference: FASH30067 IVE

Module Leader: Chan, Marco

Module Name Declaration This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed.

Should this statement prove to be untrue, I recognise the right and duty of the Board of Examiners to recommend what action should be taken in line with the University’s regulation on assessment contained in its handbook.

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.

Signed ______________________________ (Full Name) WONG Sau Laam Date 14/12/2018 (Word Count:__3,183 ____)

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1.Executive Summary 2.Situation Analysis 3.Brand Health Audit 4.Market Targeting 5.Marketing Strategy

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6.Implementation Timeline 7.Conclution 8.Appendix 9.References 10.Bibliography

Fig.1

A fashion brand is worthy or not, the brand value, positioning, perception and the quality need to be maintained and managed professionally. It is crucial that fashion brand have to re-evaluate its own performance and perception by monitoring the context, consumers, product environment and economic situation. The trend and business are keep moving once there is competition. Therefore, a successful fashion brand has to consider whether their marketing strategies are innovative, challenging and creative at the same time fulfill the market needs and maintain brand image.

Tommy Hilfiger, a classic American cool style fashion brand who is under a powerful parents company, has already established a successful stage in the fashion market. Tommy Hilfiger aims to target a group of customers who are energetic, confident and intelligent.

A good promotion tool needs a good distribution channel. Multichannel promotion integrates on print media, celebrities endorsements and Social Media. All the promotional plans aim to achieve a marketing goals. Defining the most unique selling point of the product. Also, maintaining the unity image of the brand at the meanwhile to positioning correctly.

All the promotion tools will release in next year so as to catch up with the coming season new trend.

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Fig.3 7

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Tommy Hilfiger is an America fashion brand which was set up since 1985 by a reputed designer Tommy Hilfiger. Until 2018, there are over 1,400 retail stores including flagship stores in over 90 countries worldwide. The brand and retail store concept are “Classic American Cool” which integrate classic and modern impact that generalize Tommy Hilfiger’s preppy heritage.

The parents company of Tommy Hilfiger is PVH Corp. PVH stands for Phillips-Van Heusen. PVH corp. was set-up at 1881 which is an over-hundred clothing company. In 2010, PVH Corp. bought Tommy Hilfiger corporation for $3 billion. PVH Corp. own many famous high-end brands. The brands under PVH corp. are Calvin Klein, IZOD and Tommy Hilfiger etc. Also, PVH corp. licenses Michael Kors and Speedo.

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PVH Corp.

Fig.2

Tommy Hilfiger

Brand Identity Fig.4

Fig.5

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Tommy Hilfiger represent the image of “Classic American Cool�. The brand is pursuing classic, cool and committed. The brand wants to provide product in premium and high-quality. The brand name is assigned by the reputed chief designer-Tommy Hilfiger. The reputation of the designer and the brand is closely linked.

Retail Store in Hong Kong There are total 14 retail stores in Hong Kong. The shops are mostly distributed in Hong Kong Island and Kowloon district. These stores including Tommy Hilfiger Sportswear, Tommy Jeans and Hilfiger Collection. Tommy Hilfiger Stores have 9 stores in Hong Kong while Tommy Jeans have 2 retail stores in Hong Kong.

Fig.6

Fig.7

City Plaza

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New Town Plaza

Fig.9

Our Brands

Tommy Hilfiger sportswear is the core line and the signature of Tommy Hilfiger presenting the “Classic American Cool�

Providing the style of Only American style which is elevated and sophisticated. The product style of

spirit. The target age of Tommy Hilfiger sportswear is 25-40 years-old.

Hilfiger collection is modern, confident and relax. Brand ambassador Maggie Jiang who is energetic and modern perfectly shows the image of Hilfiger collection. The target age of Tommy Hilfiger sportswear is 25-40 years-old.

Hilfiger collection x Maggie Jiang Fig.8

Fig.10

Tommy Hilfiger Sportswear

A brand new, young and energetic fashion line of Tommy Hilfiger.

Through American denim classics to show a modern and casual edge look of the brand. The target age of Tommy Hilfiger sportswear is 18-30 years-old.

Obviously, TOMMY JEANS is designed for young consumers.

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Tommy Jeans

The design of Tommy Hilfiger Tailored is sharp and sophisticated and showing American menswear heritage.

Comparing with formal suit, Tommy Hilfiger Tailored looks more casual and trendier by using premium fabrics, updated cuts and rich color. The target age of Tommy Hilfiger sportswear is

Fig.11

Tommy Hilfiger Tailored

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25-40 years-old men. As the website of Tommy Hilfiger Tailored have said that "Precision fit, Premium fabrics, updated cuts, rich colors and luxe details.�

MARKET GROWTH

BCG Matrix

MARKET SHARE Comparing with many upper market fashion brands, Tommy Hilfiger is relatively fresh since the age of the brand is only 33 years-old. Yet, the growth of the brand is rapid that the reputation of some branch lines is high and earn certain market share. For example, Tommy Jeans has reached the “Star” stage since it grows very fast. Also, the brand has certain influence in the industry that reach a high market shares.

The core line-Sportswear and Hilfiger collection are allocated at “Cash cow” category because these two branch lines are relatively more mature but still in a profitable stage. For the “Dog” category, Tommy Hilfiger Tailored would probably belongs to this category particular in Hong Kong market.

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Retail Store Visiting & Interview

Date: 12 October 2018 & 14 October 2018 Time: 17:00-18:00 & 14:00-15:00 Venue: Entrance of Tommy Hilfiger (New Town Plaza & MOKO) Interviewee number: 10 Interviewee Gender: Male

From the result of field trip and interview outside the retail store of Tommy Hilfiger, it is shown that the target age range of Tommy Hilfiger is 18-44. Their monthly income is from HKD$5,000 – HKD$30,000. The occupation of the interviewees are students, Sales Assistants and Clerks. Majority of the respondents replied that they like computer games such as Nintendo Switch and Nintendo 3DS etc. Also, they like New Technology and all of them are using iPhone X or above. Besides, half of the interviewees mentioned that they love gathering with friends with a glass of drink in club or bar. Something is interesting that only 2 interviewees said that they love sports and outdoor activities such as hiking.

However, 90% of the interviewees (9 out of 10) thought that Tommy Hilfiger is sporty.

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Fig.15

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Comparing with price, Ralph Lauren is the highest among the 3 brands. On the other hand, considering whether the product and style are fashionable and trendy, Tommy Hilfiger wins other 2 competitors.

J.Crew and Ralph Lauren are the main competitors to Tommy Hilfiger.

Both J.Crew and Ralph Lauren share the same target market of men and ladies. Moreover, J.Crew and Ralph Lauren have similar brand style of classic American leisure style while Tommy Hilfiger’s style is classic American cool. All these 3 brands, their consumers are early majority to late majority. Tommy Hilfiger and J.Crew are upper market level while Ralph Lauren is luxury and premium market level.

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Li & Fung

Li & Fung is a Hong Kong based supply chain manage company. Also, it is one of the biggest export trade company also one of the biggest integrated enterprise company supply consumers good including garment, fashion accessories and sports goods etc.

Li & Fung was established by Fung Pak-liu and Li To-ming since 1906.

Global Brands Group

Global Brands Group Holding Limited is a branded apparel and fashion accessories company which owned by Li & Fung. Global Brands Group mainly provides kids, men and women fashion from overseas fashion brand. The international brands which under Global Brands Group are Tommy Hilfiger, Calvin Klein and Under Armour. Global Brands Group also own the license of Disney and Sanrio characters which provide kids goods the most. (Global Brands Group, 2018) In 2007, Li & Fung using 1.9 billion acquired Tommy Hilfiger global procurement business. It is one of the biggest acquisition done by Li &Fung.

Then, in 2017, PVH corp., the parents company of Tommy Hilfiger and Calvin Klein announced that PVH corp. and Li & Fung has achieved a cooperate agreement about the new supply chain in the future.

According to the new agreement, Li & Fung will apply new technology support and professional knowledge to PVH corp.

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However, in the next year of June 2018, in order to cut down a part of the debt. Global Brands Group which owned by Li & Fung, determined to sell US$1.4 billion of the North-America business to Differential Brands Group. This reflected that Global Brands Group not only have an unideal and unsatisfying sales revenue in North-America, but also suffering from heavy debt. (SCMP, 2018)

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Fig.12

Fig.13

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3.1 Interview Result 90% (9 out of 10) of the interviewees answer “sporty”, following is the “Chic”, 8 interviewees have this

70% (7 out of 10) of the interviewees answered that they usually buy TOMMY HILFIGER sportswear and 4 of the interviewees said that they sometimes buy from TOMMY JEANS. Only 1 respondent replied that he bought Tommy Hilfiger Tailored before. One more thing need to be emphasized is the 30% of interviewees answering accessories. They mentioned that they bought Tommy Hilfiger waist bag online from Instagram shop. The reason is these waist bags look chic similar with those chic street style brands.

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impression to Tommy Hilfiger. There were only 2 reasons why they have these impression. The advertising looks sporty and the style is similar to Supreme, Champion and VANS.

Interviewees thought that this advertisement looks chic. They also said that this advertising is presenting sporty and street style. These are the reason why audiences recognize Tommy Hilfiger as the chic sport street style brands.

When asking the interviewees guess the brand of the advertising, 4 of them guessed it is the advertisement of Champion. Only 2 respondent guess correctly. The other 4 interviewees thought the advertising are Adidas or VANS.

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50%(5 out of 10) of the interviewees answered they would not purchase Tommy Hilfiger Tailored since they are not familiar with this branch line even they do not know this line. Also, after knowing the price and product of Tommy Hilfiger Tailored, 3 of the respondents who are students said that it is too expensive to them, so they will not consider purchasing a suit from Tommy Hilfiger Tailored.

Fig.14

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3.2 Brand Identity Prism PHISIQUE 1.

PERSONALITY

>Brand Color: Blue, White and

1.

Red

Daring

>Brand Name

2.

>Excitement: Spirited

3.

>Brand Logo

3.

>Ruggedness: Outdoorsy

loyalty 2.

>Low brand image recognition

REFLECTION

SELF-IMAGE

1.

>Chic and trendy

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>Classic

2.

>Similar with

2.

>Cool

sporty >Street style

3.

>Committed

brand 25

CULTURE

CULTURE

>Consumers do not have strong brand

RELATIONSHIP

2.

RELATIONSHIP 1.

>Sincerity: Cheerful and

1.

>Made-in-USA

2.

>Premium

3.

>High Quality

3.3 SWOT Analysis

Well-known international brand name is the strength of Tommy Hilfiger. The brand also as a large and wide retail internet of over 1,000 retail store in 90 countries. Moreover, the parents company—PVH corp. acts as a strong mind to Tommy Hilfiger since PVH corp. is an overhundred years clothing company which familiar with the whole fashion supply chain and operation. Last but not least, Tommy Hilfiger is still the principal designer of the brand. Therefore, the brand idea and concept can be protected and maintenance.

Tommy Hilfiger is too focus on TOMMY HILFIGER sportswear and TOMMY JEANS. As a result, the development of branch brands is unbalance. PVH corporation financial statement 2017 stated that the cost of brand maintenance is high. For the new supply chain cooperate with Li & Fung ,already spent the cost of 5 million.

Another serious problem is the consumers loyalty.

According to the responds form the interviewees, most of the consumers of Tommy Hilfiger do not have strong brand loyalty. Also, they have a weak brand recognition to Tommy Hilfiger.

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The collaborators Global Brands Group is suffering debt in the North-America business.

This shows that Tommy Hilfiger may face some of the threat from their collaborators. Also, Tommy Hilfiger is not the only brand that managed under Global Brands Group in Hong Kong. Therefore, the resource allocation may not be concentrated to Tommy Hilfiger. Besides, competitors are selling similar products in a lower price range which may grab away some consumers from Tommy Hilfiger. Therefore, Since there are only 14 retail store in Hong Kong, it could be an opportunities that Tommy Hilfiger can expand more shop by different concept store.

Moreover, Pop-up stores and experiencing shopping are very popular in Hong Kong that Tommy Hilfiger can consider it as a new marketing strategies.

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Tommy Hilfiger may need to consider whether the product is unique enough for the consumers or not.

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4.1 Market Segmentation

Base on the situation analysis and brand health audit, the market segmentation is conducted.

Psychographic Geographic Hong Kong is the target context market. Hong Kong people are the main target groups of Tommy Hilfiger.

Demographic Middle high to high social class male who aging from 25-45 is targeted. They are single and the occupation of the target are mainly the clerk and men who doing finance. Their education level is degree or above and their monthly income is $20,000-$45,000.

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The target group are out-going, confident and sociable. They know how to present and appeal themselves. Also, these male have their own style which they want to look smart and trustable.

Therefore, they do pay attention to the current trend in different industry. This is also the reason why they are sociable because they are easy to open a topic to others.

Behavioral The target is not the loyal customers of any particular brands. Yet, they are brand name driven that reflected that they pursuit something “hears� qualitative and premium to make them looks intelligent. They are trend driven and more focus on the style and material use.

4.2 Target Market

The target market will mainly focus on a group of Hong Kong male who aging from 25-45, enjoy social activities such as chilling a glass of drink with friends and colleagues in the bar. Although the target market cross 2 generationGeneration X & Generation Y, they do have the same characteristic which is high technology driven.

On the authority of VALS (Marketing91, 2018), the target market group is the “Experiencers” that they own high resources and want to be diverse to others but at the same catch up with the trend. This group of consumers do spend a heavy percentage on fashion, food and digital devices.

Majority of the “Experiencers” are early adopter that match with the target consumers of Tommy Hilfiger. The new promotion is not going to target a new group of consumers. The target market will still focus on consumers who have bought Tommy Hilfiger product before.

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4.3 Market Positioning

Trendy

Price

Positioning Map Comparing brands by Trendy and Price 31

Fig.17

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Fig.16

5.1 Marketing Goals

According to the brand health audit, it is founded that consumers cannot recognize Tommy Hilfiger well that they think that Tommy Hilfiger is a chic sports fashion brand. Another symptom is, there are only a few percentage of consumers that know about Tommy Hilfiger Tailored. Also, Tommy Hilfiger Tailored belongs to “Dog� category in BCG matrix. Therefore, the marketing goals is to introduce the unique selling point of Tommy Hilfiger Tailored to the target consumers. Moreover, another goal is to promote the Tommy Hilfiger Tailored so as to strengthen the public recognition of the brand.

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Attention

Sales person instore are the main success factors to get attention to the target customers.

To gain attention from customers, sales person needs to mention more about the brand.

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Interest

Desire

Once the customers

Customers may just want the product

feel interesting from what he has heard from the sales person, more information about the brand can be promote at the same time.

rather than need the product at this moment. A timely temptation is needed so as to gain the desire from customers.

Probably is some sales promotion.

Action

To make customers need to buy the product, the brand can provide a completed transaction services including the after sales services.

5.2 Marketing Mix Fig.19

5.2.1 Product

Fig.18 As the website of Tommy Hilfiger Tailored have said that "Precision fit, Premium fabrics, updated cuts, rich colors and luxe details.� The product of Tommy Hilfiger Tailored focus on both style and quality. The brand boldly uses the color and pattern to create edgy sense of the product and brand. Different with other formal men suit fashion brands, Tommy Hilfiger Tailored is much trendier at the same time the fabric quality is not lose to those upper market brands.

Weekend formal is one of the unit selling point of Tommy Hilfiger Tailored. As part 4.2 has mentioned that the target customers enjoy social activities such as chilling a glass of drink with friends and colleagues in the bar. They are founding the sense of belonging between the peers. From formal suit to casual weekend edge, Tommy Hilfiger Tailored provide what they need and desire.

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5.2.2 Price According to the online store of Tommy Hilfiger Tailored: Blazer: HKD$2,186-HKD$2,967 (USD$280-USD$380) Coat: HKD$2,186--HKD$5,075 (USD$280-USD$650) Shirt: HKD$620-HKD$776 (USD$79.5-USD$99.5) Sweater: HKD$933-HKD$1,245 (USD$119.5-USD$159.5) Trousers: HKD$933-HKD$1,245 (USD$119.5-USD$159.5) Suit: HKD$3,123-HKD$4,685 (USD$400-USD$600)

5.2.3 Place

There are total 14 retail stores in Hong Kong. There are 6 stores including Tommy Hilfiger Kids Store and Tommy Jeans Store in Kowloon district. There are 7 stores in Hong Kong district including Tommy Hilfiger outlet at Tung Chung. In New Territories, there is only 1 store where located at Shatin New City Plaza.

In Hong Kong, the retail stores are classified as Tommy Hilfiger Store, Tommy Jeans Store, Tommy Hilfiger Kids Store and Tommy Hilfiger Outlet. However, there is not any particular store stand for Tommy Hilfiger Tailored.

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5.2.4 Promotion Fig.20

5.2.4.1 Shawn Yue become one day salesmen in store As marketing goals have introduced the AIDA model, sales person is the main character to send message to the target audience. An action, a gesture, a speak and a conversation can gain a large area of attention.

Fig.21

Therefore, it is a way to promote Tommy Hilfiger Tailored by inviting representative Hong Kong celebrity to become one day salesmen in retail store.

Shawn Yue, a famous actor and singers in Hong Kong, He is also known as a fashion icon of trendy and chic. Many males in Hong Kong see Shawn Yue as a signature of “Cool, handsome and stylish�. Shawn Yue is the first Chinese image ambassador of Tommy Hilfiger.

To invite Shawn Yue becoming one day salesmen in store are believed that the media coverage of the brand will be enhanced. Also, since Shawn Yue has strong public image in the society, it can strengthen the confidence of customers toward the brand.

Resource: Facebook-Studio City Macau

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5.2.4.2 First Purchase one-time free alteration service Fig.22

It is no doubt that the important thing of a set of suit is fit tailoring. No matter how premium the fabric use is, no matter how the style and pattern the suit has been designed, if the tailoring is not fit, everything just blows up. To every customers who first time purchase Tommy Hilfiger Tailored can enjoy one-time free alternative service. And later, the second time, third time and so on, customers can have 10% off for the alteration Service.

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5.2.4.3 Promotional Leaflet

Sharp, bright and a clear leaflet has been designed for one-time free alternative service. Also, keep mystery of which celebrity is going to appear at retail store as salesman.

With good use of the promotional leaflet, salesmen can help promote the service easier. Also, customers can take out and read the detail. Keeping the signature color and style of the brand which is trendy, fashionable and chic.

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Fig.23

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Fig.24

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Promotional Tools

Jan

Feb

Mar

Apr

May

Shawn Yue become one day salesmen in store First Purchase one-time free alteration service Promotional Leaflet

Shawn Yue become one day salesmen in store: This celebrity endorsement will be launched in March.

The accurate date will be confirmed after the negotiation with Shawn’s management company.

Promotional Leaflet: The promotional leaflet will distributed on February. The leaflet will be put in every retail stores and at the information counter in shopping mall.

First Purchase one-time free alteration service: First Purchase one-time free alteration service will kick start at March. It is estimated that this promotion will keep a period of time until the next season.

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Jun

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Fig.25

To sum up, Tommy Hilfiger is a well-known brands with a strong parents company — PVH corp. Considering in the Hong Kong context, there is a large expansion area since there could be more retail stores in Hong Kong.

On the other hand, Tommy Hilfiger is facing the unbalanced brands development result to low brand recognition from consumers. Also, the threat that the competitors bring to Tommy Hilfiger is the insufficient product uniqueness.

Nevertheless, Tommy Hilfiger is a brand which has achieve a high succeed in fashion market. Especially the core line such as Tommy Hilfiger sportswear and Hilfiger collection. Tommy Jeans grows very rapid and gain a large market share. Coin always has two side, even the ten fingers cannot be of equal length, Tommy Hilfiger Tailored at this moment just a bit lost in the Hong Kong market.

Considering the resources that Tommy Hilfiger owned, it is still having opportunities to Tommy Hilfiger Tailored. With the trust to the brand and the appropriate promotional tools for the brands, it is believed that Tommy Hilfiger Tailored will finally catch up with the market.

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3. Have you ever purchase any product of Tommy Hilfiger? Yes No 4. From above question, which type of category have you bought?(Can choose more than one answer) Sportswear Suit Denim Accessories Others:___________ 5. Have you ever heard about Tommy Hilfiger Tailored? Yes No 6. What is the brand image that Tommy Hilfiger brings to you? (Can choose more than one answer) Chic Classic American Street Style Others:__________ 7. From above question, what makes you have this impression? _______________________________________________________ 8. Please guess what brand it is. ___________________________

1. Would you buy a suit from Tommy Hilfiger Tailored? Yes No 2. From above question, why? _________________________________________________ Your Age? Below 18 45 or above Your Job? Student

18-24

Clerk

25-34

Sales Assistant

Professional Educational Economical Freelance Others:__________________

Transportation Unemployed

Your Income? <HKD5K HKD5K-10K HKD10K-20K HKD30K-40K HKD40K-50K HKD50K or above

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35-44

HKD20K-30K

AGE

OCCUPATION

45Below or above 18 35-44 0% 20%

Transportati Professional Umemploye Educational Economical Freelance 0% on d Clerk 0% Student 30% 30%

18-24 50% 25-34 30%

Sales Assistant 40%

MONTHLY INCOME HKD40K-50K HKD50K <HKD5Kor above 0% HKD20K-30K0%HKD5K-10K 30% 30%

Which type of category have you bought?

8 6 4 2

HKD10K-20K 40%

0 Sportswear

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Suit

Denim

Accessories

GUESS THE BRAND

What is the brand image that Tommy Hilfiger brings to you?

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Tommy Hilfiger 20%

8 6

VANS 20%

4

Champion 40%

2 0 Chic

Classic

Amercian

Street Style

Sporty

From above question, what makes you have this impression?

7 6 5 4 3 2 1 0

Reason 6 5 4 3 2 1

Advertising look sporty

Similar to Supreme, Champion, VANS

WOULD YOU BUY A SUIT FROM TOMMY HILFIGER TAILORED? Yes 10% Maybe 40%

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Adidas 20%

No 50%

0 Sporty

Street Style

Looks Chic

Reason 7 6 5 4 3 2 1 0 Not familiar with Tommy Hilfiger Tailored

Too expensive

IMAGE References Fig.1 Tommy Hilfiger Tailored, (2018). Available at: https://tommy-europe.scene7.com/is/image/TommyEurope/TT0TT03772_429_alternate3?$zoom$ / [Accessed in: 02/11/2018] Fig.2 Tommy Hilfiger, (2018). Available at: https://i.mdel.net/i/db/2017/10/784133/784133-800w.jpg [Accessed in: 16/09/2018] Fig.3 Tommy Hilfiger Tailored, (2018). Available at: http://www.readandtellme.com/wp-content/uploads/2018/03/tommy-hilfiger-tailored-collection-slim-fit-blazer-mens-suits-blazers-grey-1.jpg [Accessed in: 03/11/2018] Fig.4 Tommy Hilfiger Logo, (2018). Available at: https://vignette.wikia.nocookie.net/logopedia/images/d/d0/Tommy_Hilfiger_logo.jpg/revision/latest?cb=20120107013149 [Accessed in: 01/11/2018] Fig.5 Tommy Hilfiger Logo, (2018). Available at: https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcT_z0WozlHrWQufeYHWZ_EygVKfGOf-Ur98rIz8tSDuGFBqMFt3 [Accessed in: 01/11/2018] Fig.6 Author Owned, (2018) Fig.7 Author Owned, (2018) Fig.8 Tommy Hilfiger Sportswear, (2018). Available at: http://global.tommy.com/int/en/~/media/websites/global%202018/about/brands-th-2018a.ashx [Accessed in: 02/10/2018] Fig.9 Hilfiger Collection, (2018). Available at: http://global.tommy.com/int/en/collections/tommy-icons/13 [Accessed in: 15/10/2018] Fig.10 Tommy Jeans, (2018). Available at: http://global.tommy.com/int/en/~/media/websites/global%202018/about/brands-th-2018b.ashx [Accessed in: 15/10/2018] Fig.11 Tommy Hilfiger Tailored, (2018). Available at: https://usa.tommy.com/en/men-tailored [Accessed in: 16/09/2018] Fig.12 Li & Fung, (2018). Available at: https://cdn4.i-scmp.com/sites/default/files/styles/980x551/public/images/methode/2018/06/28/fb2fef22-79f5-11e8-8ce4b59b2fedb43f_1280x720_094546.JPG?itok=BtaskO7G [Accessed in 02/10/2018] Fig.13 Tommy Hilfiger Tailored, (2018). Available at: http://www.viralleadcatapult.com/images/category_8/Tommy%20Hilfiger%20Men%20CHARCOAL%20Charcoal%20Two%20Button%20Notch%20Lapel%20Classic%20Fit%20Suit%20%20 %20LWNN2ASB0063%20OXKRKII_1.jpg [Accessed in: 04/11/2018] Fig.14 Tommy Hilfiger, (2018). Available at: https://www.diffusiononline.co.uk/images/tommy-hilfiger-multi-coloured-womens-logo-sweat-dress-p95102-602149_image.jpg [Accessed in: 18/10/2018] Fig.15 Tommy Jeans, (2018). Available at: http://www.harveyzipkin.com/wp-content/uploads/2018/05/blue-shirts-tommy-jeans-mens-biker-denim-button-down-shirt-indigo.jpg [Accessed in: 03/11/2018] Fig.16 Tommy Hilfiger Tailored, (2018). Available at: https://cdnd.lystit.com/photos/tommy/f672bb43/tommy-hilfiger-427-Slim-Fit-Suit-Separate-Blazer.jpeg [Accessed in: 10/11/2018] Fig.17 Tommy Hilfiger Tailored, (2018). Available at: https://tommy-europe.scene7.com/is/image/TommyEurope/TT0TT03696_005_alternate4?$zoom$ [Accessed in: 11/11/2018] Fig.18 Tommy Hilfiger Tailored, (2018). Available at: https://i.pinimg.com/originals/34/27/30/342730512c6ea4761d7fb529976951f5.jpg [Accessed in: 10/11/2018] Fig.19 Tommy Hilfiger Tailored, (2018). Available at: http://www.kudosmatrix.co.uk/wp-content/uploads/2017/11/outerwear-tommy-hilfiger-tailored-collection-top-coat-olive_3.jpg [Accessed in: 10/11/2018] Fig.20 Facebook video screen capture, (2018) Available at: https://www.facebook.com/studiocitymacau/videos/354181171811942/[Accessed in: 13/11/2018].

Fig.21 Facebook video screen capture, (2018). Available at: https://www.facebook.com/studiocitymacau/videos/354181171811942/[Accessed in: 13/11/2018].

Fig.22 Suit Alteration, (2018). Available at: https://www.ties.com/blog/wp-content/uploads/2017/05/Tailor_Talk_Alteration_01.jpg[Accessed in: 09/11/2018].

Fig.23 Promotional Leaflet, (2018). Done by Photoshop. Available at: http://5b0988e595225.cdn.sohucs.com/images/20170925/3bdcf08506cc4db898cca3ffd03fd979.jpeg[Accessed in: 09/11/2018].

Fig.24 Promotional Leaflet, (2018). Done by Photoshop. Available at: https://www.ties.com/blog/wp-content/uploads/2017/05/Tailor_Talk_Alteration_01.jpg[Accessed in: 09/11/2018].

Fig.25 Rafael Nadal with Tommy Hilfiger Tailored, (2018). Available at: https://rafaelnadalfans.files.wordpress.com/2016/02/tommy-hilfiger-tailored-th-flex-rafael-nadal-edition.jpg[Accessed in: 13/11/2018]

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References

Global.tommy.com, (2018). Tommy Hilfiger Global | CLASSIC, AMERICAN, COOL. [online] Available at: http://global.tommy.com/int/en/about/brands/classic-american-cool/13 [Accessed in: 08/10/2018].

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Li & Fung fashion spin-off Global Brands Group sells North American businesses for US$1.4b. (2018). SCMP. [online] Available at: https://www.scmp.com/business/companies/article/2152771/li-fung-fashion-unit-sells-north-american-business-us14b-cut-debt [Accessed in: 02/10/2018].

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Global.tommy.com, (2018). Tommy Hilfiger Global | CLASSIC, AMERICAN, COOL. [online] Available at: http://global.tommy.com/int/en/about/brands/classic-american-cool/13 [Accessed in: 08/10/2018].

Global.tommy.com, (2018). Tommy Hilfiger Global | CLASSIC, AMERICAN, COOL. [online] Available at: http://global.tommy.com/int/en/about/overview/27 [Accessed in : 08/10/2018].

Pvh.com, (2018). We Are PVH. [online] Available at: https://www.pvh.com/company [Accessed in : 14/10/2018] Pvh.com, (2018). We Are PVH. Tommy Hilfiger. [online] Available at: https://www.pvh.com/brands/tommy-hilfiger [Accessed in : 14/10/2018] Usa.tommy.com, (2018). Tommy Hilfiger Tailored [online] Available at: https://usa.tommy.com/en/men-tailored [Accessed in : 14/10/2018] Li & Fung. (2018). Home - Li & Fung. [online] Available at: https://www.lifung.com [Accessed in: 10/10/2018].

Globalbrandsgroup.com. (2018). Brands :: Global Brands Group Holding Limited. [online] Available at: https://www.globalbrandsgroup.com/brands?cat=kids&sub=uncategorized [Accessed in: 11/10/2018].

Li & Fung fashion spin-off Global Brands Group sells North American businesses for US$1.4b. (2018). SCMP. [online] Available at: https://www.scmp.com/business/companies/article/2152771/li-fung-fashion-unit-sells-north-american-business-us14b-cut-debt [Accessed in: 02/10/2018].

VALS, (2018). Marketing91. [online] Available at: https://www.marketing91.com/vals-values-attitude-lifestyle/ [Accessed in: 10/11/2018].

AIDA, (2018). Marketing91. [online] Available at: https://www.marketing91.com/aidas-theory-selling/ [Accessed in: 11/11/2018].

Get customer attention, (2018). Marketing91. [online] Available at: https://www.marketing91.com/3-ways-customer-attention/ [Accessed in: 11/11/2018].

Get customer interest, (2018). Marketing91. [online] Available at: https://www.marketing91.com/how-to-maintain-customer-interest/ [Accessed in: 11/11/2018].

Facebook, (2018). I want to ask Shawn Yue somethingâ&#x20AC;Śâ&#x20AC;Ś [online video] Available at: https://www.facebook.com/studiocitymacau/videos/354181171811942/[Accessed in: 13/11/2018].

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