Fashion brand Tommy Hilfiger into Asia!

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The lifestyle fashion brand Tommy Hilfiger is planning a great expansion plans in China where it anticipate the Asia market sales to be accounting for one-third of its global revenue. The Hilfiger Group is acquiring its business back from Dickson Concept in China this August which put an end on their licensing relations of 15 years. They view this major move as a great opportunity as the brand has a very nice but modest presence in the region.

 No longer seeing only US and Europe as the main market, the brand is getting on its feet to be more efficient in planning specifically for Asia. Talking about the uniqueness of China market and different regional responses to the brand, the CEO Fred Gehring saids they are now taking a more localized approach. For instance, there's a desire and willingness to show color and be a bit bold -- which works well in Asia, as opposed to other markets in the world, like northern Europe. Though Asia has many differences among itself, generally speaking, the casual DNA of the brand translates very well. The casual product also found to be doing well, as opposed to the tailored ones. After all, he pointed out that even the brand is well-positioned for the Chinese market, they are still striving for a structural change of thinking where market adaptation is needed instead of repeating what they have done elsewhere.


Source: blogs.wsj.com

Image: lgkiii


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