Tommy Hilfiger The Struggles of an American Fashion Icon Case Study

Tommy Hilfiger The Struggles of an American Fashion Icon - Case Study Example The paper "Tommy Hilfiger The Struggles of an American Fashion Icon" discovers the American Fashion Icon, Tommy Hilfiger. Fashion companies remain relevant as long as they innovate and come up with new designs for their customers. People get easily bored when they simply get the variants of the same thing. For starting, Tommy Hilfiger was innovative and came out with brands that people coveted. However, nearing the end of the 1990s, the company slowed down its rate of innovation, instead focused on distribution, and opening more stores for the existing brands. Other brands came up and overtook the company in terms of both innovation and distribution. The turn of the century has witnessed many new fashion brands coming up to offer customers better clothes at cheaper prices. To survive such a landscape, Tommy Hilfiger needs to seek ways of covering all the loopholes available to its design, supply chain, and pricing models. In design, it should focus on a few brands that are still prof itable in its line of offers. This aspect would allow the company to eliminate wasting time and resources on unprofitable ventures. For the supply chain, the company can seek other ways of taking the clothes to the customers such as using companies specialized in supply chain management. The prices should be reduced a bit to match that of competitors but not to be too low that they cheapen the brand. Furthermore, increasing of influence sphere can also affect the sales, increase the overall company’s performance.