There are few industries more competitive than fashion. In spite of this, Tommy Hilfiger has not only been a trailblazer in the design business for over 35 years, but he has also reached ICON status. At 10X Growth Conference, he let us in on some of his best brand-building strategies.
Inspired by the look of rockstars in the 1970s, Tommy Hilfiger started his career in fashion selling bell bottom jeans out of the trunk of his car…
Fast forward to today, and the global brand sold approximately $9.3 BILLION worth of product last year alone.
The Secrets Behind the Business Genius of Tommy Hilfiger
Accordingly, he continues to incorporate the original concept of collaborating with celebrities — like Zendaya, Beyoncé, and The Rolling Stones — into his modern strategy.
“I like mixing entertainment, music, and pop culture into my brand,” Hilfiger said at 10X Growth Con.
The designer also commented that he envisions that his brand stands for FAME…
Fashion…
Art…
Music…
Entertainment and sports.
However, Tommy Hilfiger knows that you can’t rely on what worked in the past to stay relevant in the fashion business. That’s why his staff always hears the couturier asking this question…
“What’s Next?”
As a result of the fashion forerunner always looking to the future, he ensures his brand grows and flourishes. More importantly, Hilfiger keeps his audience in mind.
“You have to connect with the emotion of the consumer and give the consumer something they don’t know they want yet,” the designer remarked on keeping up with trends.
At 10X Growth Conference, Grant asked Tommy why he continues to work in such a fierce field despite the fact he could retire at any time.
“I like the challenge and I have a passion for it,” Hilfiger responded.
In the end, a great idea, ferocity, and refusing to settle make Tommy Hilfiger a powerhouse fashion brand builder. Always wanting more has landed him in 192 countries, and he shows no signs of slowing down.
If determination can take you from selling jeans from a trunk to global success, that’s definitely a 10X takeaway.
Featured image source: Tommy Hilfiger, CC BY-SA 2.0, via Wikimedia Commons; additional editing by GCTV Staff
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