FMS IDM

Study of Product and Retail Mix

Aditi Mukul Pendharkar, Amishi Jain, Diya Kumar, Meghana Avadhoot Kumthekar, Tavishi Mukherjee
Chosen Brands:
About Tommy Hilfiger
Establishment (1985): Founded by Tommy Hilfiger, it's a premium American luxury brand.
Brand Identity: Globally recognized for "Classic American Cool," offering timeless classics
with a preppy twist and a distinctive Red-Blue-White logo.
Product Range: Excels in premium casual, semi-formal, and sports wear for all ages,
infusing youthful energy into classic pieces.
Designer Influence: Tommy Hilfiger, the chief designer, is integral to the brand's
reputation, delivering value in timeless classics.
Versatile Appeal: Balancing modern, bold, classic, and sophisticated styles, the brand is
both family-oriented and a choice for individualistic, youthful fashion.

Vision
The brand’s vision has always been a representation of the classic American cool. It
celebrated individuality, relentless optimism, and breaking conventions.

Mission
TOMMY FOR TOMORROW: Tommy Hilfiger aims to be one of the leading sustainable designer
lifestyle brands through how they create their product, manage their operations and connect
with their community and their stakeholders.
Strengths Weaknesses
Premium clothing Strong competitors
Strong global network High brand maintenance costs due to global status
Endorsements and popular promotions
Strong marketing through ads and media

Opportunities Threats
Cultural innovation in apparel with changing times Intense competition
Expanding services Economic slowdown and recession
Increased disposable income due to global Constantly changing fashion trends

expansion
Targeting Positioning
Tommy Hilfiger's targeting strategy is characterized by its focus Tommy Hilfiger's positioning strategy aligns closely with "brand
on the aspirational lifestyle, aiming to attract young, fashion- positioning." The brand has carved out a unique space in the
conscious consumers who seek a blend of classic American market by celebrating the 'classic American cool style' and
style with a modern twist. targeting the upper-middle-class demographic. This reflects a
distinctive brand image with an inviting atmosphere and nods
The brand strategically positions itself as an accessible luxury, to its American heritage, setting it apart from competitors.
appealing to a wide audience while maintaining a sense of
exclusivity through collaborations, celebrity endorsements, and
marketing campaigns that emphasize its heritage and
innovation. Overall, Tommy Hilfiger effectively targets
consumers who value quality, style, and cultural relevance.
Tommy Hilfiger’s Retail Format
Tommy Hilfiger operates primarily as a specialty store retail format. Specialising in clothing, accessories, and fragrances, Tommy Hilfiger stores offer a
curated selection of the brand's products. These stores provide a focused shopping experience, with a strong emphasis on brand identity and customer
service. Through their specialty store format, Tommy Hilfiger aims to create an immersive environment that reflects the brand's values and aesthetic,
catering to the preferences and lifestyle of its target demographic.
Tommy Hilfiger’s Retail Mix
Place
Head Office - Amsterdam, Netherlands
1,500 retail outlets, department stores,
franchises in 200 countries Presentation
Flagship stores in major cities
The Tommy Hilfiger store integrates
Tommy Hilfiger’s website
brand colours effectively
Associated with major e-commerce platforms
Lighting highlights focal points in the
Social media
store.

Product
Promotion Wide Product Portfolio
Supports causes like Save the Children & Autism
Speaks
Engaging Social Media Personnel
Value-Driven Marketing 16,000 employees worldwide
Team of visual merchandisers,
Price store managers, robust R&D
Value & Quality: Priced higher for quality materials &
NYC Fashion Week runway designs.
Customization: Tailored collection offers premium,
value-based pricing with customized fits.
Product

Menswear Womenswear Wallets and Bags Kidswear Tommy Jeans

Tailored Formals Footwear Accessories Fragrances Swimwear and Underwear

Product Lines of Tommy Hilfiger

Products

Men Women Accessories Kids Fragrances

Casual and Semi Casual and Semi Watches Boys

Casuals Casuals

Sunglasses Girls
Tailored Formals Tailored Formals

Wallets and Bags Kids

Footwear Footwear

Caps

Socks
About Calvin Klein
Calvin Klein is a fashion powerhouse woven into the very fabric of American style. Founded in 1968 by
the namesake designer, the brand has transcended mere clothing to become a cultural icon. Its
journey began with a focus on minimalist aesthetics and a touch of sensuality, forever altering the
fashion landscape.
Today, Calvin Klein remains a powerhouse in the fashion industry. The brand offers a comprehensive
range of products,from clothing and accessories to fragrances and homeware. Despite undergoing
ownership changes, the core values of clean lines, high-quality materials, and a touch of sensuality
continue to resonate in their designs. Calvin Klein is not just a brand; it's a cultural touchstone, a
symbol of modern American style, and a testament to the enduring power of minimalist aesthetics
and self-expression.

Vision
Calvin Klein's mission goes beyond just selling clothes. They aim to foster a culture of self-discovery
and progressive thinking. Their core values include authenticity, individuality, and a desire to make a
positive impact. They believe fashion should empower people, and their company culture strives to
inspire passion and embrace unique perspectives.

Mission
This mission is reflected in their vision for the brand. Calvin Klein aspires to timeless elegance through
simplicity. They focus on clean lines, high-quality materials, and a touch of sensuality to create pieces
that are both iconic and eminently wearable. Ultimately, Calvin Klein wants their clothing to be a
canvas for individual self-expression.
Strengths Weaknesses
Modern and Minimalistic
Premium Pricing
Extensive Product variety
Presence of Counterfeit Products
Well-Established Brand Name
affects sales and brand image
High Profile Advertising Campaigns
Controversial Advertising
Excellent Global Reach

Opportunities Threats
Changing Consumer Preferences
Expansion into Developing Markets
Intense Competition
Venturing into Kidswear
Counterfeit Products
Collaborations and Partnerships
Economic Fluctuations
Targeting Positioning
Calvin Klein casts its net globally, seeking fashion- - Brand Positioning: Calvin Klein embodies bold, non-
forward individuals who value both design and conformist ideals with a minimalist, sensual aesthetic.
quality. - Product Focus: Elevates everyday essentials to iconic
The primary target audience resides in developed status.
countries, with major cities acting as hubs. - Target Audience: Caters to both middle-class and
Young adults and professionals with disposable upper-class consumers.
income are a key demographic. - Product Range: Offers a diverse range from
The brand recognizes that style transcends age, affordable to higher-priced items.
attracting those who appreciate both classic - Marketing Strategy: Emphasizes responsible design,
elegance and on-trend looks. high-quality construction, and the elimination of
These individuals prioritize quality, evident in their unnecessary details.
appreciation for Calvin Klein's craftsmanship. - Consumer Appeal: Attracts those seeking timeless
They are also drawn to the accessible luxury the yet stylish pieces.
brand offers. - Ownership: Managed by PVH since 2003.
Beyond aesthetics, brand recognition matters, but - Innovation: Continues to innovate in digital
social consciousness is equally important. platforms and modern marketing campaigns.
Calvin Klein targets those who want to look good and - Market Position: Maintains worldwide relevance and
feel good about the brand they support. drives long-term growth.
The company aligns with values of sustainability, - Leadership: Solidifies its position as a leader in the
ethical practices, and social responsibility. global fashion landscape.
Tommy Hilfiger’s Retail Format
Calvin Klein utilises a specialty store format. Their stores prioritise a curated selection of Calvin Klein apparel, accessories, and fragrances. This focus allows
them to deliver a streamlined shopping experience that aligns with their brand identity: minimalist, modern, and sophisticated. The design aesthetic across
formats, whether flagship stores, lifestyle stores, or department store concessions, reflects these core values. Exceptional customer service is another shared
focus, ensuring a welcoming and informative shopping experience for their target audience.
Calvin Klein’s Retail Mix
Presentation
Place
Clean, minimalist aesthetics
Flagship stores
sleek packaging with simple yet elegant
Department stores and Franchise Partnerships
design elements
Pop-Up Experiences
An immersive brand experience for customers
Brand Website
Store layouts are carefully curated to highlight
E-Commerce Partnerships
key product offerings and collections
Social Media presence

Promotion Product
Bold and Provocative
Wide Product Portfolio
Advertising
Omnichannel Presence
Strategic Collaborations Personnel
10,000 employees worldwide
Robust design, commerce and IT departments
Price
Premium Pricing reflecting premium quality and
exclusivity
Reputation as a luxury brand
Pricing Strategy aims to communicate the value
and prestige associated with owning its products
Product

Menswear Womenswear Underwear and Swimwear Fragrances Calvin Klein Jeans

Kidswear Footwear Home Accessories

Activewear
Product Lines of Calvin Klein

Products

Men Women Home Kids

Apparel Apparel Bath Boys Accessories

Underwear Underwear Bedding Girls Accessories

Denim Denim Boys Underwear

Accessories Accessories Girls Underwear

Fragrance Fragrance Boys Apparel

 Overall Comparison

FEATURE CALVIN KLEIN TOMMY HILFIGER

Embraces minimalism and clean lines, exuding sophistication, Projects a preppy, all-American aesthetic. Characterised by
Brand Identity modern elegance, and sensuality with black, white, and grey classic cuts with contemporary interpretations, bold stripes,
tones. nautical references, and a red, white, and blue palette.

Emphasis on underwear, lingerie, t-shirts, jeans, tailored suiting, Comprehensive range including jeans, polos, shirts, dresses,
Product Portfolio
and dresses with a sleek aesthetic. and activewear. Strong position in denim and children's wear.

Falls within a more accessible price range in the Indian

Pricing Strategy Generally priced higher compared to Tommy Hilfiger in India.
market.

Primarily targets sophisticated, urban clientele interested in Appeals to a broader demographic including young adults,
Target Audience
contemporary fashion trends. families, and fashion-conscious individuals.

Presence in major Indian cities through exclusive stores and Maintains presence in major Indian cities through exclusive
Market Presence
partnerships. stores and partnerships with leading department stores.
 Polo T-Shirts

FEATURE CALVIN KLEIN TOMMY HILFIGER

Price Range ₹4299 - ₹5599 ₹2799 - ₹5599

Quantity per SKU 2-5 2-6

Mostly cotton (regular & regenerative), some with elastane Mostly transitional cotton (recycled/sustainable), some
Material
blend organic cotton with TH Flex

Black, White, Blue (various shades), Green (various shades), White, Blue (various shades), Red, Pink, Yellow, Green (various
Colours (offered)
Pink shades)

Trims &
Mostly minimal (brand logo, buttons) More varied (embroidery, contrasting collars, prints)
Embellishments

Prints Minimal (stripes, brand logo) More varied (stripes, florals, monograms)
SS24 Color Range Comparison
SS24 Material Range Comparison
SS24 Price Range Comparison
 Suggestions (Tommy Hilfiger)

INNOVATION IN CULTURE FOR CLOTHING:

Fusion Collections: Work with Indian designers to produce one-of-a-kind, limited-edition collections that fuse traditional Indian themes or silhouettes with
Tommy Hilfiger classic styles.
Sustainable Fabrics: Provide clothes produced from recycled materials, such as organic cotton or Tencel, to appeal to the growing number of
environmentally conscious customers.
Streetwear Influence: Launch a capsule collection with striking designs and a looser cut to capitalise on the growing appeal of Indian streetwear.
Increasing Service Provision
Personalisation: To produce one-of-a-kind items, provide in-store customisation options like embroidery and monogramming.
Styling Sessions: Offer clients individualised styling advice from qualified personnel to assist them in selecting clothes that suit their unique aesthetic and
cultural preferences.
Experience retail: To make shopping more interesting, create interactive in-store events like virtual reality fashion presentations or workshops with nearby
artists.
Luxury Capsule Collections: To appeal to customers with more disposable income, offer limited-edition, premium collections constructed with premium
fabrics and elaborate detailing.
Provide premium membership plans with exclusive features including first access to bargains, invitation-only shopping occasions, and personalised prizes.
Omnichannel Loyalty Programme: Create a single loyalty programme with tiers of rewards based on expenditure that effortlessly combines online and
offline transactions.
Suggestions (Calvin Klein)

CALVIN KLEIN INDIA: EXPANDING APPROACHES FOR A DEVELOPING MARKET

The following recommendations are for Calvin Klein's India retail model, with an emphasis on entering developing markets, going after childrenswear,
and encouraging strategic partnerships:

Growth into Emerging Markets: Establish stores in cities with an audience who appreciates modern and minimal products in Tier-2 and Tier-3 cities.
Model of Franchise: To increase reach and capitalise on local knowledge in these emerging countries, think about using a franchise model. Enforce
brand uniformity and quality control by implementing stringent franchise agreements.
Digital Focus: To appeal to these tech-savvy customers in growing regions, establish a strong online presence with tailored advertising and regionalized
e-commerce platforms.

TRYING MY HAND AT KIDSWEAR:

"Mini-Me" Collections: To address the growing trend of parent-child twinning, introduce capsule collections modelled by adult Calvin Klein designs.
Put Comfort and Quality First: Give special attention to cosy designs and premium materials appropriate for kids who are active.
Form Strategic Alliances: Work together with well-known Indian manufacturers of children's clothing to take use of their knowledge and connections.
PARTNERSHIPS & COOPERATIONS:

Local Designers: Collaborate with up-and-coming Indian designers to produce limited-edition collections that meld Indian design sensibility with Calvin
Klein's minimalist style.
Sustainability Initiatives: Offer recycled-material, sustainable Calvin Klein product lines by partnering with firms or organisations that share your commitment
to the environment.
Influencers in Bollywood and Sports: To expand brand awareness and attract a larger audience, collaborate with prominent Bollywood personalities or
prominent Indian athletes.
Moreover:
Integrating online and offline channels to create a seamless purchasing experience is known as omnichannel marketing. Provide customers with the
convenience of click-and-collect choices and in-store mobile checkout.
Emphasis on Activewear and Pants: Draw attention to Calvin Klein's history in the popular Indian markets categories of sportswear and knickers. Provide a
greater variety of styles and accommodate a range of body shapes.
Calvin Klein can reach a wider audience in India, access new markets, and position itself as a brand that values innovation and cultural relevance by
putting these recommendations into practice. Long-term success in the changing Indian retail sector will be guaranteed by this strategy.
Advantages of Calvin Klein over Tommy Hilfiger
Modern and Minimalistic Aesthetic: ⁠Calvin Klein is renowned for its sleek, minimalist designs. The brand’s aesthetic is sophisticated and
contemporary, often appealing to those who prefer a clean, streamlined look.
Edgy advertising: The brand is known for pushing boundaries with bold, often provocative advertising campaigns. This has created a
distinct, edgy image that sets it apart from more traditional brands like Tommy Hilfiger.
Calvin Klein’s campaigns, featuring top models and celebrities, generate significant buzz and keep the brand at the forefront of fashion
conversations.
Iconic Product Lines: The attention to detail in Calvin Klein products, from underwear to outerwear, often surpasses that of more mass-
market brands.
Premium Pricing: Calvin Klein positions itself in a higher-end market compared to Tommy Hilfiger. This premium pricing aligns with the
brand’s focus on quality and exclusivity.

While Tommy Hilfiger excels in offering a broad range of products with a classic, preppy American style, Calvin Klein stands out in its modern,
minimalist aesthetic, iconic product lines, and provocative marketing. Calvin Klein’s emphasis on high-quality materials, sophisticated design,
and innovative branding makes it particularly appealing to those seeking contemporary, stylish, and premium fashion.
Advantages of Tommy Hilfiger over Calvin Klein
Adaptability: The versatile designs can be easily adapted for various occasions, from casual wear to semi-formal events, making it suitable
for a wide range of consumers.
Cultural Resonance: The brand’s inclusive approach is reflected in its diverse range of styles, catering to different tastes and preferences,
which helps it maintain relevance across different cultures and age groups.
Variety: Tommy Hilfiger offers a broader range of products compared to Calvin Klein. This includes not only clothing but also accessories,
footwear, home furnishings, and even fragrances. Comprehensive Collections: The brand’s comprehensive collections mean that
consumers can find everything they need for a complete look, from head to toe and even for their homes.
Patriotic Appeal: Tommy Hilfiger’s brand heritage is deeply rooted in American culture, evoking a sense of nostalgia and national pride. This
patriotic appeal is a strong selling point, especially in the U.S. and among consumers who admire American style.
Affordability: Tommy Hilfiger generally offers products at more accessible price points compared to Calvin Klein, making the brand
affordable to a broader audience.
Wide Distribution: The brand has an extensive retail network, with products available in a variety of settings, from department stores and
dedicated brand stores to online platforms. This widespread availability makes it easier for consumers to access Tommy Hilfiger products.
Conclusion
This project analysed potential retail strategies for Tommy Hilfiger and Calvin Klein entering the Indian market. The analysis considered the growing
disposable income, increasing service expectations, and cultural significance of fashion in India.

For Tommy Hilfiger, capitalising on cultural innovation through fusion collections and streetwear influences was recommended. Additionally,
personalised services and experience retail were suggested to enhance the customer experience. To cater to the growing premium segment, limited-
edition luxury collections and an omnichannel loyalty program were proposed.

For Calvin Klein, expanding into Tier-2 and Tier-3 cities with a franchise model and a focus on essential items was recommended. Additionally, a strong
digital presence and a "Mini-Me" childrenswear line were suggested. Strategic partnerships with local designers, sustainability initiatives, and influencer
marketing were proposed to strengthen brand identity.

By analysing the brand advantages, it was evident that Calvin Klein caters to a more sophisticated and fashion-forward audience with its minimalist
aesthetic and high-quality materials. Tommy Hilfiger, on the other hand, offers a broader range of products at accessible prices, appealing to a wider
audience with its classic American style and cultural adaptability.

In conclusion, both Tommy Hilfiger and Calvin Klein have the potential to succeed in the Indian market by implementing the suggested strategies and
understanding their unique brand strengths. Recognizing the growing consumer demand for innovation, experience, and cultural relevance will be
crucial for their long-term success.
Learning Outcomes
1. Understand Brand Vision and Mission: Comprehend the strategic importance of a brand's vision and mission statements and understand how these
elements guide brand strategy and positioning.

2. Apply Segmentation, Targeting, and Positioning (STP) Framework: Conduct detailed segmentation analysis to identify distinct consumer groups, evaluate
targeting strategies used by brands to attract and retain specific customer segments, and assess the effectiveness of positioning strategies in
differentiating brands in a competitive market.

3. Analyse the Retail Mix: Critically evaluate the product strategies and their alignment with brand positioning, examine pricing strategies and their impact
on consumer perception and competitive positioning, analyse place and distribution strategies, focusing on retail formats and channel management,
assess promotional activities and their effectiveness in brand communication, investigate the role of personnel in delivering customer service and
enhancing brand experience, evaluate presentation and visual merchandising strategies in retail settings.

4. Develop Store Merchandise Policies: Formulate and analyse merchandise policies that align with brand identity and consumer expectations.

5. Conduct SWOT Analysis: Perform SWOT analysis to identify strengths, weaknesses, opportunities, and threats for each brand, and utilise SWOT analysis to
inform strategic recommendations.

6. Compare Product Lines and SKU Management: Analyse product line strategies and the range of offerings in current collections, and conduct SKU
analysis to evaluate inventory management and product performance.
7. Assess Retail Formats and Strategies: Compare different retail formats and their effectiveness in delivering brand experience, and analyse the retail
strategies of competing brands to identify key differentiators and competitive advantages.

8. Perform Comparative Brand Analysis: Conduct a comparative analysis of Tommy Hilfiger and Calvin Klein, focusing on various strategic and operational
dimensions, identify and evaluate the strategic advantages of each brand over the other.

9. Provide Strategic Recommendations: Develop actionable suggestions for improving the retail strategies of both Tommy Hilfiger and Calvin Klein, and
propose enhancements to merchandising, marketing, and overall brand strategy based on research findings.

10. Synthesise Research Findings: Integrate and present research findings in a coherent and structured manner, and draw informed conclusions about the
competitive positioning and strategic effectiveness of the brands analysed.
REFERENCES

BRAND - TOMMY HILFIGER. (n.d.). PVH BRAND TOMMY HILFIGER. Retrieved MAY 05, 2024, from https://www.pvh.com/brands/tommy-hilfiger
CALVIN KLEIN OFFICIAL WEBSITE. (n.d.). Calvin Klein® RO - Official Web Store. Retrieved May 08, 2024, from https://ro.calvinklein.com/
Nicholls, E. (2019, May 22). Tommy Hilfiger Brand Book by Ellie Nicholls. Issuu. Retrieved FEBRUARY 25, 2024, from
https://issuu.com/ellienicholls97/docs/tommy_hilfiger_brand_book__1_
PVH CORPORATION. (n.d.). Calvin Klein. PVH. Retrieved May 05, 2024, from https://www.pvh.com/brands/calvin-klein
PVH CORPORATION. (2024, April 01). Full Year 2023 Earnings. New York, USA. Retrieved May 05, 2024, from
https://www.pvh.com/-/media/Files/pvh/investor-relations/PVH-Full-Year-2023-Earnings.pdf
TOMMY HILFIGER OFFICIAL WEBSITE. (n.d.). Tommy Hilfiger USA | Official Online Site and Store. Retrieved May 08, 2024, from
https://usa.tommy.com/en
THANK YOU