In a bid to accelerate growth by appealing to its younger consumers, PVH’s Tommy Hilfiger business is rebranding its global denim offering as Tommy Jeans, transitioning from the current Hilfiger Denim label starting with its pre-spring 2018 collection.
Building on what it calls “strong momentum” at both its namesake brand and globally established denim business, Tommy Hilfiger says the move will unlock further growth opportunities and place greater focus on the next generation of consumers.
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“We have built a significant global denim business that celebrates our brand DNA and heritage, and resonates strongly with Tommy fans around the world,” says chief brand officer Avery Baker. “There is tremendous momentum around this business, driven by a fresh new product strategy and a new wave of influencers. This transition reflects our commitment to accelerate growth and demand for Tommy Jeans with young millennial and Gen Z consumers globally.”
Meanwhile, according to Hilfiger himself, Tommy Jeans works to “celebrate” the denim pieces that put the brand in the fashion map. “Denim has always been a staple at the heart of our classic American cool style,” he adds. “Bringing our original denim label back to the forefront recognises our long history of celebrating pop culture with inspiring and unique denim styles that our consumers love.” “
Most recently, the Tommy Jeans label has been used in the heritage flag logo-inspired capsule collections within Hilfiger Denim, and going forward it will be used across the entire denim business, while special edition Tommy Jeans heritage capsules will continue to be a part of the larger label.
Last month, building on the success of a similar collection for children earlier this year, Tommy Hilfiger developed a new clothing line for adults who may experience difficulty dressing themselves.
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