Tommy Hilfiger: A Middle-class Casual Brand from the United States

Founder Tommy Hilfiger was born in New York, United States in 1951. He wanted to be an athlete since childhood, but his short stature made him unable to do so. After graduating from high school, Tommy did not advance to university. At the age of 18, that is, in 1969, he opened his first fashion store called "Peoples Place" at a cost of US$150. In the early days of the store, there were only twenty jeans in the store. But just six years later, "Peoples Place" has expanded to seven branches. During this time, Tommy designed clothes in the name Jacob Alan and sold them in his own shop.

The young talent succeeded fast and fell fast. In 1976, Tommy went into bankruptcy. Fortunately, this fall did not break his morale. Tommy then went to work for fashion design at Jordache. After accumulating considerable experience, he set up his own company again and published his first fashion collection under his own name in 1984. The thick American casual style, coupled with spending 3 million US dollars on the promotion of offensive, so that Tommy's fashion is widely recognized, the cause of the peak. Throughout the late 1980s, the Tommy Hilfiger brand has been developing smoothly. In 1992, the company went public in the United States. Tommy uses the funds raised to expand his business and open hundreds of stores.

In the mid-1990s, Tommy Hilfiger was regarded as the same brand as Ralph Lauren: the same middle-class whites as the target customers, and the middle-class leisure as the brand style. However, since the mid-1990s, many rappers such as Snoop Doggy Dog and others have begun to wear over-sized Tommy Hilfiger underwear. This unexpectedly opened up young people and black market for Tommy Hilfiger, which made Tommy Hilfiger's sales increase rapidly. As a result, Tommy gradually designed more relaxed and lightweight clothes to cater for the desire of new passenger routes for street fashion.

In 1995, Tommy Hilfiger's fashion talent was finally accepted, winning the glory of the American fashion industry and becoming the “Council of Fashion Designers of America” men's best designer of the year.

There are honors and status, naturally chase after the victory and continue to expand the brand. Therefore, Tommy Hilfiger added Tommy Jeans, Tommy Sport and Other lines, for more customers of different ages and different levels can enjoy the fun of wearing Tommy Hilfiger.

So far, Tommy Hilfiger is not only popular in the United States, but also has won international recognition and marketing worldwide.

Comfortable American feelings

Tommy Hilfiger likes to use casual clothes and sportswear as inspiration, to improve it, and to wear checkered shirts, jeans, etc., in an effort to create a sense of vacation. The sense of relaxation needs a lot of sunshine, so Tommy Hilfiger's clothes are full of sunshine and never be overcast and dark.

Vacations must have good weather and good friends, so most of Tommy Hilfiger's print ads go into a group of people, dressed in casual clothes with American colors, and it looks like a group of trendy people going on vacation. The models in the advertisement wear the same style of clothes and they are silhouetted against each other. This is called "Total Look".

Yizhuang is also a harmonious casual wear brand

In recent years, Tommy Hilfiger is the most popular fashion designer in the United States. Whether it's hip-hop dresses, broad-brimmed teens, or classy middle-class people, they like to buy one or two Tommy Hilfigers for wear. Tommy Hilfiger's clothes look very simple and bright, with Sven's dress can be solemn, coupled with light and eye-catching dress, which created a great match Tommy Hilfiger possibility.