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Tommy Hilfiger Targets Younger Customers

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The new Tommy Girl line will appeal to girls who like a preppy look. (Photo: Robert Linder)
The new Tommy Girl line will appeal to girls who like a preppy look. (Photo: Robert Linder)

BUSINESS

  • New clothing line targets teens who like preppy style
  • Change aims to attrack younger target market with lower prices
  • Tommy Hilfiger to create rock line with Universal

Tommy Hilfiger will make some changes to its company, including adding a new junior line for girls and partnering with Universal Music.

The new teen line will target girls aged 12-18 and is set to launch in July at 150 Macy's stores in the United States. Tommy Hilfiger clothing lines were previously marketed to the 20 to 30 year-old age group. Tommy Girl will offer clothes that cost less than the adult clothes, with prices set at $32 to $129. The clothes will appeal to girls who like a preppy look, and include jeans, button-up oxford shirts and pea coats.

This change comes as the company focuses its brand on a younger target market and consumer desire to have lower-priced fashion.

Music Meets Fashion

Tommy Hilfiger and Universal Music Group via its business unit, Bravado, have agreed to create clothes with a rock-n'-roll edge for luxury boutiques and department stores. Although specific terms were not disclosed, the designer and Universal will unite to work with musicians and bands for the new rock clothing line, which will be available in stores by the end of 2011.

Bravado had more than $300 million in sales in 2010 with a 28% increase in the first half of 2011. Sales are projected to reach $400 million by the end of 2011, according to the Los Angeles Times.

Universal has had ventures in the fashion industry before: In 2008, Universal acquired a British company, Atmosphere Apparel, and the deal resulted in plans to create items for rock groups like Metallica. The Atmosphere Apparel venture occurred after 2007 when Universal purchased Bravado and parent company Sanctuary Group in the United Kingdom.

Key Facts - US Retail Apparel Market (Source: United States Department of Labor, American Apparel & Footwear Association)

  • The footwear industry in the United States has had about $350 billion in annual sales.
  • Of all apparel sold in the United States, "Made in China" products represents 35% of sales.
  • Countries like El Salvador, Guatemala, China, India, the Philippines and Honduras produce most of the clothes sold in the United States.

By C. Williams for
C. Williams is a journalist based in the United States. She has been covering the news for over a decade.

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