Tommy Hilfiger focuses on Europe
“The European market is not an easy once to crack but with a well-known name and good quality products, it is possible to get your foot in. Even in the recession, our stake in the market continued to grow,” says Daniel Grieder, President of Tommy Hilfiger Europe. Europe, therefore, remains a strategic corner stone for Tommy Hilfiger, the preppy, sportswear-chic brand is owned by American group PVH. “We open between 60 and 80 points of sale in Europe per year, with an average floor space of 300 to 400 m²,” says the Hilfiger boss.
Present in 90 countries, the brand, which caters for men women and children, generates 3 billion dollars in revenue, 1.4 billion coming from Europe. The European market represents 45% of total Tommy Hilfiger sales, while North America and Asia account for 35% and 12% respectively. Italy, France, Germany, Spain and Belgium are the brand’s major markets within Europe.
Tommy Hilfiger works with 6000 multi-brand retailers on the continent and has 500 of its own stores, one third of which are run directly by the company. The remaining two thirds are franchises.
This year Tommy Hilfiger is looking to focus European efforts on four main countries: UK, France, Italy and Russia. These named ‘focus markets’ represent strong potential for brand development in 2013. Germany, currently the brand’s most important market in Europe, will continue to benefit from investments.
The United States will continue to be an important market for Tommy Hilfiger. The group is preparing for a flagship opening this month on Robertson Road in Los Angeles, with a total floor space of 1000m². There is movement in Europe too. After the reopening of the 1000m² Regent Street store in London, tommy Hilfiger is looking to expand its Dusseldorf store from 750m² to 1200m². “We want to open flagship stores in big cities. We are still not present in Rome, Moscow or Stuttgart,” says Daniel Grieder.
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