FALL 2023 READY-TO-WEAR
In the ever-evolving world of fashion, staying relevant is the key to survival, especially for heritage brands born before the year 2000. They face the challenge of not just convincing new generations of their coolness but also translating their nostalgic past into tangible sales. One brand that has successfully tackled this challenge is Tommy Hilfiger. In this article, we’ll delve into the strategies employed by Tommy Hilfiger to repackage its heritage and capture the essence of cool for today’s customers.
Table of Contents
1. Tommy Hilfiger: A Journey Through Time
Before we dive into the art of repackaging heritage, let’s take a brief look at the iconic brand itself. Tommy Hilfiger has long been associated with American fashion classics, known for its preppy, all-American style that took the ’90s by storm. However, as fashion trends evolved, maintaining relevance became a top priority.
2. The Filter of Repackaging Heritage
The key to revitalizing heritage lies in finding the right filter to make the classics relevant again. Lee Holman, Tommy Hilfiger’s Chief Design Officer, points out that the notion of American “classics” had been revisited so often that it lost its meaning. For Tommy Hilfiger, the solution was to draw inspiration from the great outdoors, specifically the woodsy landscapes of New England. This idea of “American recreation” presented a timeless and appealing image.
3. Bridging the Gap: Classic vs. Contemporary
To ensure that their products catered to year-round needs and not just weekend getaways, the Tommy design team set out to reinterpret quintessential Tommyisms. This included iconic pieces like Chinos, shearling coats, varsity jackets, cricket sweaters, and Oxford shirts. The results were impressive—preppy yet contemporary wool-twill tailoring, his-and-hers leather shearling jackets, and a fresh color palette that broke away from the traditional Tommy red, white, and blue.
4. The Influence of Hip-Hop
Fashion heritage goes beyond clothing; it’s also about how the clothes are worn. Hip-hop, a genre celebrating its 50th anniversary, has left an indelible mark on both Tommy Hilfiger’s style codes and the fashion industry as a whole. Exploring this influence further could be an exciting direction for the brand.
5. Resurrecting a Signature: Tommy Tartan
One of the most promising moves by Tommy Hilfiger show was the reissuing of a signature Tommy tartan from the ’90s. This iconic pattern was reimagined in various forms, including fuzzy knits, wooly tailoring, and sleek puffer jackets. The inspiration for this revival came from a fall 1994 campaign image found in the company archives, showcasing the timeless appeal of Tommy’s heritage.
Credit – Tommy Hilfiger | vogue BY JOSÉ CRIALES-UNZUETA
FAQ Section
Q1: How does Tommy Hilfiger stay relevant to younger generations?
A1: Tommy Hilfiger maintains relevance by reinterpreting classic designs, drawing inspiration from American recreation, and exploring the influence of hip-hop on its style.
Q2: What is the key to repackaging heritage in the fashion industry?
A2: The key is finding the right filter to make classic designs relevant again, as Tommy Hilfiger did by looking to the great outdoors and American recreation.
Q3: Can other heritage brands follow Tommy Hilfiger’s approach to revitalize their image?
A3: Yes, by reinterpreting classic pieces with a contemporary twist, brands can breathe new life into their heritage and attract a younger audience.
