How Hilfiger Told Everyone He Was the Best

In: Marketing | On: 22 May, 2010

Tommy Hilfiger Remarkable Advertising

Do you know how Tommy Hilfiger went from nowhere to somewhere? He did something remarkable.

He told everyone that he was one of the best.

Then, he delivered.

He made an impact by placing a billboard in Times Square placing himself amongst top designers.

Then a few months later blitz TV and magazine ads declared, “First there was Geoffrey Beene, Bill Blass and Stanley Blacker. Then Calvin Klein, Perry Ellis and Ralph Lauren. Today, it’s Tommy….”

Hilfiger became a top designer though self promotion.

By comparing himself to other well known brands he made it easy for everyone know exactly where he stood so that they would remember his brand comparatively.

Of course, people loved his clothes too.

The Hilfiger model makes me wonder: What effect would such a campaign have today? Would it be that much greater? Would it have that much faster? The power of word of mouth is incredible without the internet. With the internet, we just have a whole lot more to be vocal about.

Joanne Faith

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(4) Comments | In: Marketing | Tagged With: brands, comparative advertising, fashion brands, tommy hilfiger, wom 1980s

Julie, on May 22nd, 2010 at 3:30 am Said:

I do not like Tommy Hilfiger. I don’t like the style of his clothes nor his fragances nor his items. I specially don’t like the fact that he said (I don’t remember when) that his clothes weren’t made to be worn by black people or latin people and you know just stupid things like that. As a latina, that really irked me to no end.

As for the campaign itself, I think that it was really clever. I think that it could be pulled off if the clothes delivered. I think that if you say something and have a way to prove then it should work. People want to see you back up your claims.

Joanne Faith, on May 22nd, 2010 at 3:24 pm Said:

@Julie I can’t say that I am particularly a Hilfiger fan, but he was doing something right when he made himself known!

I recall a fiasco regarding the comments you are referring to, those were completely inappropriate..

Luana, on May 23rd, 2010 at 2:07 am Said:

I think it was really brave of him to be honest, because he could have come accross as very pretentious. So yes, he must have done something right!

But I agree with Julie! Just as comparing himself to other designers was a smart move, snubbing certain races was incredibly dumb. I am also latina (well half Spanish half Venezuelan so I count!), who is he to tell me what I can or can’t wear? Lucky for him I’m not a big fan either