• Tommy Hilfiger is one of the world’s most recognized premium designer lifestyle groups. Its focus is designing and marketing high-quality men’s tailored clothing and sportswear, women’s collection apparel and sportswear, kidswear, denim collections, underwear, footwear, and accessories.
• The brand is currently retailed through a 50:50 JV with Arvind Brands – Tommy Hilfiger Arvind Fashions Pvt Ltd
• Brand renown for its preppy style influences
• Retail presence across 50 cities in India

Client Mandate :

• Over the years, we have strategically continued to position the brand as not just a high-street, but in-fact a premium luxury brand offering a host of lifestyle products to the Indian audience, with its signature Tommy Twist
• Leverage and further create a positioning for the childrenswear and footwear segments
• Subtly push the Tommy Hilfiger Denim line as-well and position the unique designs along with other competing brands in India
• Leverage global and local brand associations and innovations

Agency Innovation :

• A unique launch campaign for footwear segement, through a digital and electronic campaign leading upto the launch even
• Exclusive press showcase of international runway pieces – targeted at leveraging the celebrity and editorial shoots
• In addition to the highlights over the next few slides, we work with the marketing team to ensure that the brand is covered month over month in the top media from the print and online space.

Services Provided :

• Public Relations

Benefits to the Brand :

• Created the desired repositioning of the brand at the time of the 10th Anniversary celebrations in India
• Leveraged key international associations such as the launch of the Breast Health Initiative bag, Zoey Deschanel collection and Rafael Nadal brand association
• Sourcing of exclusiv runway samples for Miss Vogue / Vogue covers

UNPAID – COVERS

Fashion shoot – press highlight

PRESS HIGHLIGHTS – SPECIAL COLLECTIONS

Based on the yearly special collections that the brand creates, we create a pitch grid to maximize coverage in the print and online space. We offer the media –

• Exclusive behind the scene information
• Sketches by Mr.Hilfiger
• Q&A’s with the celebrities involved
• Key highlights and talk points from the press kit

Snow Chic – India Today Spice 2012

One aspect of the press kit was to cover Mr.Hilfiger’s travels and favourite destinations, which India Today covered as an exclusive story

Snow Chic – Economic Times Travel Supplement 2012

Once again we leveraged a pre-written q&a with Mr.Hilfiger

Snow Chic – Man’s World & Luxpresso 2012

True to the Blue Furniture –
Elle Décor, Casaviva & Vogue 2014

Limited edition BHI Bag- Elle, Luxpresso & Grazia 2014

Exclusive behind the scenes and q&a with celebrity

Exclusive interview for Rafael Nadal association – 2016

PRESS HIGHLIGHTS – SEASONAL SHOWCASE

One of the biggest highlights, every season is the NYFW showcase.

A few activities that we look into are –

• Inviting key Indian media to attend the showcase
• Offering live stream opportunities to top websites
• Pre-event sketch previews
• Post event coverage

NYFW – ELLE Live Stream
& Pre show sketches 2015

NYFW – Post show coverage
(HT Café & Fashionfad)

NYFW – Post show coverage
(Grazia & Vogue)

PRESS HIGHLIGHTS – BRAND MILESTONES,
KEY ACTIVITIES & SPECIAL FEATURES

These include the below :

1. Mr. Hilfiger winning the CFDA lifetime achievement award
2. International store openings
3. Store openings in India
4. Seasonal Ad campaigns
5. Childrenswear stories
6. Inputs from Mr.Hilfiger

CFDA – EXCLUSIVE STOR WITH
HARPER’S BAZAAR 2012

CFDA – EXCLUSIVE STORY WITH
iDIVA 2012

LA STORE LAUNCH –
EXCLUSIVE STORY WITH HARPERS BAZAAR 2012

By leveraging the celebrity quotient and an exclusive interaction with Tommy Hilfiger, we managed a 4 page spread in Harper’s Bazaar, covering the L.A Flagship store launch

CHANDIGARH STORE LAUNCH

For store launches in India, we create a strategic plan which includes –

• Bringing in the right celebrity quotient
• Setting up pre-stories
• Setting up interactions for the celebration party
• Identifying the key media to be invited and to be sent the post event details
• Continuing post event store reviews

CHANDIGARH STORE LAUNCH 2013

AD CAMPAIGNS

CHILDENSWEAR FEATURES & SHOOTS

INTERACTIONS WITH MR.HILFIGER

OBJECTIVE :

• To create awareness about the launch of footwear by Tommy Hilfiger in India and to associate the brand with footwear in the minds of consumers

Challenges :

• As Tommy Hilfiger was associated with apparel, it was essential for id8 to create recall for TH footwear and position Tommy Hilfiger as a leading footwear brand in the market

TOMMY HILFIGER
FOOTWEAR LAUNCH

OBJECTIVE :

• To create awareness about the launch of footwear by Tommy Hilfiger in India and to associate the brand with footwear in the minds of consumers

RESULTS

NDTV Goodtimes Coverage –
I am too sexy for my shoe

TOMMY HILFIGER
ASSOCIATION WITH IPL TEAM

TOMMY HILFIGER
ASSOCIATION WITH IPL TEAM

TOMMY HILFIGER
10 YEAR ANNIVERSARY IN INDIA

Objective –

• To announce Tommy Hilfiger’s completion of 10 years in India and maximize the impact of Tommy Hilfiger’s India visit through key media

Challenges –

Subtly creating a luxury / designer brand positioning for the more expensive pieces available, while not straying away from the highstreet aspect of Tommy Hilfiger.
Promoting the India specific marketing/business plans from TH, in comparison with the rest of the world segregating talk points to tap into all the top publications for interviews/exclusives with Mr. Hilfiger

COVERS

FRONT PAGE AND MAST HEADS

Overview

In addition to the highlights, a few key pointers that we look into are –

• Monthly reporting in the International and Indian format
• Monthly uploading of coverage on the DMR site
• Planning for larger features based on media monthly calenders
• Ensuring key placements amongst competitors in this space
• Strategic planning for store launches, special announcements, milestones and
  the like
• Continuous interaction with all media personnel to ensure top of mind re-call