Tommy Hilfiger was first launched in India in April 2004. Tommy Hilfiger Apparel, Handbag and Footwear collections are marketed by Arvind Murjani Brands Pvt. Ltd, a joint venture between the Murjani Group and Arvind Brands Pvt. Ltd . Today, the brand is available in over 1000 select points of sale covering over 98 cities across the country and, is known as the leading international lifestyle brand present in the country. Tommy Hilfiger has been a pioneer in India, bringing international concepts into the country ahead of its competitors. The brand’s persona is all about ‘Classic, American and Cool!’
What is Tommy Hilfiger’s positioning and marketing strategy for India?
We bring the international shopping experience to India. The same collection, the same store look, the same service standards as you see in any big city in the world; the same experience is brought to any Indian city by Tommy Hilfiger. We are a very high quality, premium brand for very stylish and cool people. We bring international fashion right on the home turf now! You wouldn’t need to wait to go abroad to pick up stuff for your kids… It’s all available here now!
Does Tommy Hilfiger see itself shooting a campaign in India with Indian faces?
Tommy Hilfiger is a global brand, and so has a universal appeal! We, in India, use the international campaign prepared by Tommy Hilfiger plc.
Considering that Online is becoming increasingly important, what are your strategies for online marketing in India?
Tommy Hilfifer has a very loyal fan base and we wish to reach out them and create customer engagement through Social Media Marketing. This will just strengthen our endeavors into digital marketing and we hope to establish a strong presence on the social media landscape. We have launched the brand on Facebook and Twitter and have plans to connect with parents online! Not only this, we have a lot more stuff coming up.
Who is your competition in India?
India is still a very new market as far as international fashion brands are considered. Being the first brand to enter the country, we have a substantial lead as compared to any other international brand in India. Next few years may witness the launch of many more international fashion labels here and maybe the competitive scenario then would be relevant to us. We also view competition as healthy as it only helps in growing the category in a new market.
What kind of response are you getting from B-Cities (like Jalandhar, Kanpur, Pune etc)
With the strengthening of India Consumption story, there is a swing of positivity in smaller cities in India. A new found confidence which is growing by the day. With rock solid consistent GDP growth, coupled with receipt of demographic dividend in this young country; super premium segment has finally reached threshold energy In India. The key driver of this surge in tier 2 business activity has been the concept of upgradation. We are seeing that with new found prosperity, higher international exposure and abundance of product options; Indian consumers are rapidly upgrading their consumption pattern. Besides clothing, one can see the same upaswing in choice of TVs, Cars, family holidays and mobile phones.
Being the first international designer wear segment international brand present nationally in India, Tommy Hilfiger has benefited with this upgradation where consumers used to buying Indian apparel brands have rapidly upgraded to Tommy Hilfiger. The brand has a unique blend of youthfulness, spirited energy and vibrancy which appeals a lot to Indian consumers including the ones in tier 2 cities.
The key observation is that if any international brand wants to be successful here like Tommy Hilfiger brand is, it will have to provide a truly international offer to consumers. Same price, same collection and same service. The key success factor eventually is in terms of quality of execution into tier 2 cities.
Hence, we have always made it a point to offer the imported line of products which is same as what our consumers get in any global centre. Be it London or New York. We will continue to provide a unified global brand offer everywhere in India, without making any local alteration.
Indian consumers are very discerning; they travel a lot internationally and know a lot about Tommy Hilfiger brand. They expect the same international offer as they can get in NY / London / Singapore / Dubai. Therefore, we have always made it a point to offer the latest imported line of products which is same as what our consumers get in any global centre.
Besides the wholly imported product line, we have also ensured the international standards on shop interiors, staff training and in terms of pricing.
