“Comparative Analysis for Tommy

Hilfiger & Study of New Entrants”

QUESTIONNAIRE

STORE:

AREA:

Q1 Please specify the theme for this season? --------------------------------------------------------------------------------------------------

Q2. What are the fabrics for SS10, e.g. Cotton, Lycra, Silk, Chiffon etc?

--------------------------------------------------------------------------------------------------

Q 3. Please tick the average number of bills/invoices you generate per day:

Below 20 25 30 35 4045 45 50 55 60 Above

Q4. What is the average number of pieces /merchandise you sell per bill per day?

-------------------------------------------------------------------------------------------------- Q5. What Price range, styles, size and colors are offered in following categories:-

 

WOMENS WEAR

Categories

Price points

Styles Average Depth

Size Range

Colors

Knit tops -

Knit Dresses -

Woven Tops -

Woven Dresses –

Jackets -

Sweaters –

Skirts -

Trousers -

Jeans -

Shorts –

MENS WEAR

Categories Price points

Styles Average Depth

Size Range

colors

Knit Tees -

Knit Shirts -

Woven Tees -

Woven Shirts -

Jackets -

Sweaters –

Trousers -

Jeans -

Shorts –

Q 6. Which category sells the most (in %age)?

Category Men’s wear- Women’s wearTees/ tops ShirtsJeansTrousersShortsJackets/ SweatersSkirts NADresses NATotal contribution 100% 100%

Q7 How much is accessories (if any) contribution in sales? --------------------------------------------------------------------------

Q8. What is your average daily Sales?

a) Less then Rs.30,000 d) Rs. 1,00,001 – 2,05,000

b) Rs.30,001 – 65,000 e) More than Rs. 2,05,000

c) Rs. 65,001 - 1,00,000

Q9.Please specifies approx. how many customers visit your store daily:

a) Less than 50 c) 101 - 200

b) 51 - 100 d) 201 & above

Q 10. Approx. how many pieces you sell in a day? ---------------------------------------------------------------

LIMITATIONS OF THE STUDY

This study has attempted to delve into some of the important issues. However it

is admitted that there are some limitations in the conduct of this study which are

as follows:

Store managers were not so keen in providing any kind of information

about the brands.

Study of competitor brands was limited to Bangalore city only.

Study for the project was mainly carried on weekends, due to office

responsibility & store managers usually have busy schedule on weekends

so therefore they filled the questionnaires in hurry/ impatience.

Instead of all these situations I have tried to give the best possible

picture/mapping of the competitors of Tommy Hilfiger.

The time was limited for the study.

RESEARCH OBJECTIVES

1. Comparative Study of the competitors of Tommy Hilfiger.

Sub Objective:

i. Analyse the competitors of the brand in terms of the positioning,

merchandise carried, price points, relevant retail space occupied,

business generated and other retail parameters like footfalls.

Research Methodology:

Type: Descriptive Study

Scope : combination of theoretical study as well as Statistical Study

Sample Unit: Store managers & Store staff ; Sample Size: 7

Research Instrument -

Primary Data

Questionnaire & Personal interviews of Store Managers.

Interview with back end managing staff and merchandisers.

Secondary data

Collection of Data using Retail software: Retail Pro.

Websites & web pages mentioned in the bibliography.

Questionnaire- design development (Question response format)

1. Open ended questions (unstructured and spontaneous). Help in exploratory

research and opening during initial questions.

2. Closed ended questions (question format which is structured and closed).

Multiple choice questions.

EXECUTIVE SUMMARY

India has sometimes been called a nation of shopkeepers. This epithet has its

roots in the huge number of retail enterprises in India.

Sales through supermarkets and department stores are small compared with

overall retail sales. However, their sales grew much more rapidly (about 30% per

year during the review period). This high acceleration in sales through modern

retail formats is expected to continue during the next few years with the rapid

growth in numbers of such outlets in response to consumer demand and

business potential.

The whole concept of shopping has altered in terms of format and consumer

buying behaviour, ushering in a revolution in shopping in India. The Indian

retailing sector is at an inflexion point where the growth of organized retailing and

growth in the consumption by the Indian Population is going to take a higher

growth trajectory.

In such a scenario one of the key areas of concern is to cater to a diverse

customer base and that too spread over extensive geographical boundaries.

Hence there is a constant quest to identify ideal processes in retailing which

would give maximum profit that too in most cost effective manner.

INDIA'S ORGANISED RETAIL STORY

The Indian retail market, which is the fifth largest retail destination globally, has

been ranked as the most attractive emerging market for investment in the retail

sector by AT Kearney's eighth annual Global Retail Development Index (GRDI),

in 2009. As per a study conducted by the Indian Council for Research on

International Economic Relations (ICRIER), the retail sector is expected to

contribute to 22 per cent of India's GDP by 2010.

With rising consumer demand and greater disposable income, the US$ 400

billion Indian retail sector is clocking an annual growth rate of 30 per cent. It is

projected to grow to US$ 700 billion by 2010, according to a report by global

consultancy Northbridge Capital. The organised business is expected to be 20

per cent of the total market by then. In 2008, the share of organised retail was

7.5 per cent or US$ 300 million of the total retail market.

A McKinsey report, 'The rise of Indian Consumer Market', estimates that the

Indian consumer market is likely to grow four times by 2025. Commercial real

estate services company, CB Richard Ellis' findings state that India's retail

market has moved up to the 39th most preferred retail destination in the world in

2009, up from 44 last year.

India continues to be among the most attractive countries for global retailers.

Foreign direct investment (FDI) inflows as on September 2009, in single-brand

retail trading, stood at approximately US$ 47.43 million, according to the

Department of Industrial Policy and Promotion (DIPP).

India's overall retail sector is expected to rise to US$ 833 billion by 2013 and to

US$ 1.3 trillion by 2018, at a compound annual growth rate (CAGR) of 10 per

cent. As a democratic country with high growth rates, consumer spending has

risen sharply as the youth population (more than 33 percent of the country is

below the age of 15) has seen a significant increase in its disposable income.

Consumer spending rose an impressive 75 per cent in the past four years alone.

Also, organised retail, which is pegged at around US$ 8.14 billion, is expected to

grow at a CAGR of 40 per cent to touch US$ 107 billion by 2013.

The organised retail sector, which currently accounts for around 5 per cent of the

Indian retail market, is all set to witness maximum number of large format malls

and branded retail stores in South India, followed by North, West and the East in

the next two years. Tier II cities like Noida, Amritsar, Kochi and Gurgaon, are

emerging as the favoured destinations for the retail sector with their huge growth

potential.

Further, this sector is expected to invest around US$ 503.2 million in retail

technology service solutions in the current financial year. This could go further up

to US$ 1.26 billion in the next four to five years, at a CAGR of 40 per cent.

Moreover, many new apparel brands such as Zara, the fashion label owned by

Inditex SA of Spain, UK garment chain Top shop, the Marc Ecko clothing line

promoted by the US entrepreneur of the same name and the Japanese casual

wear brand Uniqlo are preparing to open outlets in India.

PREMIUM BRANDS SECTOR & BACKGROUND

The domain of Premium brands in India has been an uncharted territory till now.

And new business development till now has been a complicated proposition

considering the risk involved due to the high unit value of the merchandise

involved and the decision factors bearing a mix of inspirational and regular

customers.

THE MARKET TODAY- INDIA AND BEYOND

As economic growth picked up to more than 9 per cent in recent years, global

retailers Wal-Mart, Tesco and Germany's Metro AG felt the pull. But the lure has

dimmed as economic growth has slowed to below 7 per cent and spending has

tightened. Retailers are closing stores, curbing spending and repositioning

themselves to ride out the tough times. Some brands are going for a perpetual

sale, analysts say these are strategies to wade through troubled times and to be

able to pay rent till the markets start looking positive. Analysts say the economic

slowdown is likely to lead to more focus on value-retailing in clothing and food in

coming months and a shift away from lifestyle retailing, a strategy that should

benefit local retailers but something that that is augured not to go down well with

the premium foreign brands that have invested a lot in the India story. India's

largest listed retailer, Pantaloon Retail, faced with falling sales in various

products and high inventory costs, is reworking its strategy. It is focusing on cost

and supply chain efficiencies, high-margin private labels, better credit terms and

prices from vendors and re-negotiating lease rental agreements, Fitch Ratings

said. Cash-strapped Vishal Retail is closing stores and has no plans to open

more next year, but will expand through the franchisee route. British retailer

Marks and Spencer, facing falling sales at home, is repositioning itself in India,

and is looking at larger format stores to attract more people. Also, M&S has

started to source a major chunk of its merchandise from India and reduced prices

by 20% as part of its new strategy. Others are more cautious -- Britain’s Home

Retail pulled out of an Indian mail-order catalogue venture in January because its

expectations had not been met. French retailer Carrefour, which, media reports

say is searching for a joint venture partner for its India retail operations, plans to

open its wholesale outlets in the country by the end of 2009 or early 2010.

The setback for retailers in India is seen as a necessary one after companies

opened outlets at a furious pace in unviable locations at exorbitant rents, charting

out ambitious expansion plans relying on debt. Overseas retailers are still keen

on India but prefer to wait for a year or more.

The credit crunch that began in the United States and quickly spread globally has

slowed retail growth and added to the financial stress of retailers worldwide.

India’s GDP growth forecast for 2009 has been brought down to around 6% by

the central bank head D Subbarao. Indian retail had to face a reality check as the

sky-high rentals and super aggressive expansion plans made a lot many gather

dust as the weak fundamentals of their fast-paced growth could not withstand the

onslaught of recession- a case in point Subhiksha.

India topped the AT Kearney's annual Global Retail Development Index (GRDI)

for the last three years, maintaining its position as the most attractive market for

retail investment. But this year, as the markets started to tumble and growth

started to slide taking the retail growth story along with it- at least for the near

future. According to the findings, India has already achieved its peak in 2006 as

the most viable destination and is now expected to give the podium place to

other smaller countries like Vietnam. But large countries like India and China are

long term prospects and would remain viable for a long time due to their large

bourgeois population and the extent of opportunities that would reveal

themselves as growth moves from metros to rest of the country.

Also, India is facing a new predicament this time after last years’ free upward

spiral in Inflation- Deflation. Inflation has been hovering around zero for some

time now and is expected to become negative around mid 2009 and continue till

November before it again starts to rise. This has it’s pros and cons- it could be

beneficial as the prices of commodities, realty and other supply variables would

fall and that would help the industry a little in their struggle to stay afloat during

these troubled times. Also, it gives the government a free hand to reduce rates

and infuse more money into the economy to further growth. On the other hand,

Deflation could be dangerous as it has a tendency to fall into a vicious circle.

The emerging markets have retrenched, but not to such a degree that their

overall growth has been endangered. That larger growth story remains very

much intact.

For its part, India has had an unparalleled year in 2008. Its organized retail

industry grew by more than 25 percent, with new entrants coming in across all

formats and categories. In the grocery category alone, the top five firms had a

combined store growth exceeding 50 percent. Specifically, Casino opened the

first of 25 Le Marché stores it plans to open in India, while competition intensified

as more retailers moved into the smaller, less competitive cities. However, what

remains to be seen is whether India can sustain the growth in 2009 as the credit

crunch and higher cost of capital will make large-scale expansion on multiple

fronts more difficult to sustain.

India continues to be among the most attractive countries for global retailers

despite the recent slump in the economy that economists say is temporary and

does not dent the long term story. But restricted foreign investment in Indian

retail puts off overseas firms, who prefer coming in on their own. Single brand

foreign retailers are allowed to take up to 51 per cent in a venture with a local

firm, while multi-brand retailers are limited to franchise license operations.

At $511 billion in 2008, its retail market is larger than ever and drawing both

global and local retailers. While GDP, which grew by around 8 percent in fiscal

year 2008, projections for 2009 are a more modest—at least by Indian Standards

—7 percent. Organized retail, which still accounts for less than 5 percent of the

market, that was expected to grow at a compound annual growth rate (CAGR) of

40 percent, is now expected at around 10-15 % for next few years.

Consequently, as a democratic country with high growth rates, India’s retail

market opportunity is unchallenged. Consumer spending has risen sharply as the

youth population (more than 33 percent of the country is below the age of 15)

has seen a significant increase in its disposable income. In the past four years

alone, consumer spending rose an impressive 75 percent.

But challenges have emerged that could potentially slow the pace of growth for

new global entrants—stifling regulations, soaring real estate costs and fiercely

competitive domestic retailer groups. Also, recent credit crunch has forced a lot

of companies to rethink expansion and focus and sustenance and forced a lot of

companies into oblivion. In addition, shopping mall projects are running into

resource constraints that are delaying completions and disrupting many retailers’

entry strategies.

Global retailers, hungry to enter this market, continue to be frustrated by

restrictive government regulations. In the past couple of years, numerous

retailers, including the SP AR Group, Carrefour, Marks & Spencer and Nautica

have entered the market. The industry is also beginning to consolidate and

restructure itself to wade through the troubled times. A lot of brands that were not

strong in terms of target consumer profile and demand-supply match have had to

shut shop in a small amount of time- cases in point being Peter England People

and Allen Solly Youth.

India has one of the largest numbers of retail outlets in the world. Of the 12

million retail outlets present in the country, nearly 5 million sell food and related

products. Even with this large number of outlets, organized retail accounts for

only 4 per cent of the total market, opening huge growth potential in this

segment.

Primus Retail is a fast growing retail and distribution chain of lifestyle products -

sports and fashion apparel, accessories and footwear. A key partner for leading

international brands such as Adidas, Nike, Reebok and Levis, Primus has

presence across key markets in India through a chain of small format specialty

retail stores.

Established around 6 years back formerly known as Gitanjali Lifestyle Pvt

Limited, today commands a fleet of close to 280+ owned stores across country.

Deals from Fresh Monobrand stores to the combination of EBOs, DBOs and

MBO's in the Factory Outlet Format. We deal in the one of the most renowned

brands across India, Nike, Adidas, Levis, Puma, Reebok coupled with our

licensee brands Weekender, Disney etc. The business does extend to a lot of

LFRs in form of Shop in Shop concept. Where we command the complete

Sportswear contribution of the branded brigade of Nike, Adidas, Puma,

Caterpillar, Reebok etc.

KEY STATISTICS ABOUT PRIMUS RETAIL PVT. LTD

Locations

Bangalore Area, India

New Delhi Area, India

Headquarters India

Industry Retail

Type Privately Held

Company Size 1,500 employees

Primus Retail acquired the retail assets, including stores as well as inventory, of

Aryan Lifestyle. However, the deal did not cover Aryan Lifestyle’s corporate staff,

as Primus already had a team in place to manage the business.

Primus Retail already manages stores for Levi’s and Adidas, apart from

managing the distribution for brands like Disney. It acquired Weekender brand

from Gokaldas Images two years ago and manages a retail portfolio of around

280 stores, nationally.

Aryan Lifestyle’s exit comes at a time when India’s fashion retail industry is

wilting under the economic slowdown with rampant discounting and store

closures. Primus Retail’s move may be driven by the strategy to acquire retail

distribution assets at low valuations in a downturn.

This is an indication of the process of consolidation quietly taking in the fashion

industry, where not only the pace of sales growth has declined but margins are

also under the pressure.

Globally, there are powerful distribution players, or store aggregators, in the

fashion industry even though a big player on similar lines have still not emerged

in India.

STORES OF TOMMY HILFIGER WITH PRIMUS

1. BRIGADE STORE (2500 SQ FT)

2. LINKING STORE (3257 SQ FT)

3. GURGAON STORE (1314 SQ FT)

4. SAKET STORE (2500 SQ FT)

5. KHAN MKT STORE ( 670 SQ FT)

6. SOUTHEX STORE (440 SQ FT)

ABOUT THE BRAND

“The brand celebrates the essence of classic American cool and provides a

refreshing twist to classic American fashion. “

Tommy Hilfiger Group is a multi-billion dollar global apparel brand which remains

one of the most widely recognized and strongest names in the industry. Since

1985, the Company has developed an extremely valuable and recognizable

brand and a solid consumer base with broad demographic appeal. The

Company’s apparel products are recognized throughout the world for their classic

and timeless design. By virtue of the Company’s unique approach to fashion and

styling, the brand is firmly established within the multi-billion dollar lifestyle

market.

Nowadays Thomas Jacob Hilfiger's company, Tommy Hilfiger Inc., is a multi-

billion dollar business, which has a number of product lines including jeans,

fragrances, kids, home, golf, plus mens and women’s wear.

Tom Hilfiger is often credited with pioneering urban wear for not only generation

X in the late '90s, but also generation Y today, and many are quick to applaud

him for predicting abloom in such youth markets. An atypical American designer

to begin with, Hilfiger's signature style first started to take form - in what would

eventually become the benchmark for today's quintessential street wear.

The Company’s strategy has been to develop and leverage a highly recognizable

lifestyle brand. In its product offerings, and through the offerings of its licensees,

the Company seeks to deliver superior styling, quality and value to its consumers

worldwide. The Company’s designers work to combine spirited American styling

with unique details and fit to give time-honoured classics a fresh and updated

look. The Company emphasizes core and basic styles as the principal

components of its product offerings and its apparel products are designed to

appeal to customers who desire high quality clothing at competitive prices.

Tommy Hilfiger Group, through its subsidiaries, designs, sources and markets

men's and women's sportswear, jeans wear and children’s wear. The Company's

brands include Tommy Hilfiger, Hilfiger Denim, Hilfiger sport and Karl Lagerfeld.

Through a range of strategic licensing agreements, the Company also offers a

broad array of related apparel, accessories, footwear, fragrance, and home

furnishings. The Company's products can be found in leading department and

specialty stores throughout the United States, Canada, Europe, Mexico, Central

and South America, Japan, Hong Kong, Australia and other countries in the Far

East, as well as the Company's own network of outlet and specialty stores in the

United States, Canada and Europe.

Tommy Hilfiger works on the design philosophy that says “American classics with

a twist” and that is exactly what they create season after season by making time-

honoured classics and giving them an updated look to match the discerning

customers of today.

Tommy Hilfiger distributes its products in about 65 countries worldwide with

around 800 retail locations that distribute its products throughout the world.

The brand Tommy Hilfiger targets the age group 25 to 35 and appeals to all

those people seeking a new interpretation on the classic American style.

BRAND OVERVIEW

Founded in 1984, Tommy Hilfiger Corporation, through its subsidiaries, designs,

sources and markets men's and women's sportswear, jeans wear and children’s

wear under the Tommy Hilfiger trademarks. Through a range of strategic

licensing agreements, the Company also offers a broad array of related apparel,

accessories, and footwear, fragrance and home furnishings. The Company's

products can be found in leading department and specialty stores throughout the

United States, Canada, Europe, Mexico, Central and South America, Japan,

Hong Kong and other countries in the Far East, as well as the Company's own

network of specialty and outlet stores in the United States, Canada and Europe.

The Tommy Hilfiger brand was born from the concept of adding a modern twist to

classic American-styled apparel. The universal appeal of the brand has allowed

the Company to become one of the world's most highly recognized designer

brands. As a result, Tommy Hilfiger has succeeded in establishing a connection

with consumers that goes beyond a single product category. By offering a broad

array of apparel, shoes, accessories, fragrances and home products and utilizing

innovative marketing programs, the Company has built a global lifestyle brand for

men, women and children of all backgrounds. The Company's objective is to

deliver a consistent brand message across its full product offering. To ensure all

products reflect the Tommy Hilfiger brand image, the Company works closely

with each licensee to maintain its brand's high standards.

THE INDIA STORY: TOMMY HILFIGER

In April 2004, The Murjani Group launched the first International Lifestyle

Designer Brand in India – Tommy Hilfiger. Within the first twelve months, the

group opened a record breaking eight free standing Tommy Hilfiger stores,

across six cities. Tommy Hilfiger was launched as a joint venture of the Arvind

Lalbhai group. Called Arvind Murjani Brands Pvt Ltd, the company was a joint

venture between Murjani and Lalbhai groups for marketing and distribution of this

brand in the country.

AMB started in India with the introduction of Tommy Hilfiger’s sportswear, men’s

jeanswear and junior jeanswear collections in speciality stores across the

country. Later on, the brand increased its range to include Sportswear and

Jeanswear for men and women though kids wear was discontinued due to

consistent lack of sales and a feasible short term future for the range in India.

Five years after its foray into India, the premium lifestyle brand is the biggest in

Indian premium retail space.

Although Tommy Hilfiger’s Brand Equity was a given, this has been made

possible by an aggressive management wherein the brand was the first premium

brand to look forward and expand to TIER-II cities like Pune, Ahmadabad, Kochi

and many others through presence in department stores such as Pantaloons

and Shoppers' Stop. What also helped was the early bird effect wherein the

brand benefitted from being one of the first entrants in the Indian retail space.

The CEO for Tommy Hilfiger India is Mr Shailesh Chaturvedi.The Company

currently has flagship stores across all major cities like Delhi, Mumbai, Chennai,

Kolkata, Bangalore, Hyderabad and Chandigarh and is also present across the

TIER-II cities.

The prices in India are in-tune with what is there internationally and the apparel

range starts at Rs.2, 000 for a shirt to Rs.40, 000 for a jacket. The accessories

start at Rs.2, 500 and go up to Rs.7, 500.

In addition, the group also launched several licensed categories including

eyewear, watches, men’s underwear, shoes and fragrances through relationships

with some of India’s largest and most respected organizations. This again made

the Murjani Group the first, to introduce the concept of licensing of lifestyle

brands in India. In India, the Murjani Group is the master licensee for the Tommy

Hilfiger brand.

Earlier the company had Sierra Industries for footwear as Licensee for footwear

in India, but due to some complications with the licensee, footwear as part of the

Indian product portfolio was discontinued.

The sizes at Tommy India are US based only and a general rule of thumb

followed by store staff is to take the American sizes as one size bigger than

Indian sizes- though it also depends on the fits as Tommy Hilfiger is available in

a number of fits- custom fit, regular fit, trim fit, slim fit, etc and the maximum

sellers are M & XL which are L & XXL respectively for Indian sizes. A lot of

customers at Tommy Hilfiger are foreigners and global travellers and therefore

they stock cardigans even in summers.

Tommy Hilfiger is one of the largest spenders in the premium apparel space in

India on advertising (print and outdoors) and a significant portion of the

company's expenditure goes into media spends. Till recently, it was the biggest

spender in media in its category but brands like Esprit have taken that mantle

now. The company executives maintain that the appeal of the brand is such that

they don’t need to advertise and the brand has its set of loyalists who keep

coming back.

Music is an integral part of the brand's image. Tommy Hilfiger is involved in

encouraging and promoting music talent and organising performances. Singers

Enrique Iglesias and Beyonce Knowles are the faces of its perfume range.

As of now, the brand sources all its products from the US but keeps the Indian fit

and size in mind. The colour palette, trends, pricing and quality remain the same

worldwide. But to counter other brands like United colors of Benetton-though that

is not a direct competitor and plays in the mass to lower-premium market while

Tommy plays in the Mid-Premium market- that have their production in India and

hence reap higher profits due to greater control over margins, pilot runs are being

carried out for production in India for certain products. This is especially

important considering the highly competitive market these days with a barrage of

international brands finding their way towards Indian shores lately.

Tommy Hilfiger recently announced the national

launch of its exclusive customer loyalty programme.

This is a part of the company's CRM (Customer

Relationship Management) programme and is titled

THE CLUB. For the launch the apparel giant tied up

with Accentiv, the French expert on loyal marketing.

The launch event was held at the brands flagship

store at DLF Mall, Vasant Kunj, and New Delhi and attended by celebrities the

Roadies star Rannvijay and the glamorous actor Chitrangadha Singh and both

were were presented with exclusive membership of this loyalty programme.

At the launch Shailesh Chaturvedi, CEO and Director of Tommy Hilfiger Apparels

India said, “The 80:20 rule works for our set of ‘well to do’ consumers, where

80% of store business comes from 20% of our core consumers. There has

always been a need for pampering this loyal set with exceptional privileges to

strengthen the brands connects. For a premium brand like Tommy Hilfiger, CRM

is something very strategic which can lead to an increase in store business, and

further strengthen Tommy Hilfiger’s leadership position in India.”

There are 2 levels of membership in THE CLUB, Gold and Silver, with separate

eligibility criteria. The customer loyalty programme is strongly aligned with the

brand's architecture and its marketing philosophy of FAME, which stands for

Fashion, Art, Music and Entertainment. All the privileges in this programme have

been linked to these four focus areas.

The privileges include invites to events held by stylists and designers, music

launches, movie invites for the opening weekends and the likes. The value

benefits for the Gold members are previews of collections, extended shopping

hours for their convenience, home delivery of altered garments, exclusive

changing rooms and thoughtful gifts on special occasions such as birthdays and

anniversaries.

The event also included an exclusive preview of the brand’s Spring/Summer

2010 collection. The audience was an eclectic mix of personalities from fashion,

music and the corporate arena in the capital.

Tommy Hilfiger was launched in India, in April 2004 by Arvind Murjani Brands

Pvt. Ltd., a joint venture between the Murjani Group and Arvind Brands Ltd. And

since then the Tommy Hilfiger has become a leading international apparel and

accessories brand in India. The brand is available through over 700 select points

of sale, covering over 60 cities across India.

VENDORS OF TOMMY HILFIGER

The group has sub-licensing relationships with several Indian companies

for the various categories of Tommy Hilfiger —

Arvind Murjani Brands for apparel,

Titan Industries for watches,

Intercraft for perfume ,

Brand concepts for leather bags & accessories,

Portico for Bed & Bath,

Eastman Clothing for underwear and

Sterling Metaplast for eyewear.

TOMMY HILFIGER CATEGORIES

RANGE – TOMMY HILFIGER

Tommy Hilfiger is a premium global lifestyle brand, covering a range of major

product lines and categories organized by various divisions: Men’s wear,

Women’s wear, Children’s wear, Denim, Sport Wear and other various licensed

products such as fragrance, accessories and home furnishings. The Tommy

Hilfiger brand combines American style with unique details to give time-honoured

classics an updated look for customers who desire high quality, designer apparel

at competitive prices under the following labels or collections: Tommy (flag)

Hilfiger, Hilfiger Denim, and Hilfiger Sport.

I. TOMMY (FLAG) HILFIGER

The Tommy Hilfiger collection consists of casual sportswear and accessories

for men and women that emphasize classic American cool styling.

Product Distribution: Casual wear for men and women, footwear, socks,

eyewear, sun wear, watches, swimwear, robes and sleepwear, handbags, bags,

dress shirts, ties, suits, belts, wallets, small leather goods, fragrances, home and

bedding products, bathroom accessories, and luggage. Distribution: Department

stores and specialty stores worldwide.

II. HILFIGER DENIM

The Hilfiger Denim label consists of casual sportswear, with a focus on

premium denim-related separates for men and women. Designs are

inspired by American classics, and finished with a modern edge and fresh

spirit.

Distribution: Department stores and specialty stores in Canada, Mexico,

Central and South America, Korea, Japan, Asia Pacific, India, Australia,

and Europe.

III. HILFIGER SPORT

The Hilfiger Sport collection consists of active wear for men and women,

including apparel for fitness/training, golf, skiing, swimming and sailing.

The label is positioned at the upper end of the sportswear market.

Distribution: Department stores and specialty stores in Europe and Japan 

MERCHANDISING MANAGEMENT OF TOMMY HILFIGER

Merchandising is termed as the analysis, planning, acquisition, handling and control of the

merchandise investments of a retail operation.

S.

no. Activity

EXECUTION

1 Master updating

2 Report generation from R-pro

3 Daily DSR

4 Follow up with Licensees on indents/invoices

5 PO generation

6 Tracking returns from Stores to AMB (prepare dispatch report)

7 Track uniforms

8 Defective returns tracking (all licensees : monthly returns)

9 Tracking dispatches from AMB

10 Old non moving merchandise returns (every 45 days): Only

accessory vendors

11 Ensure timely inwards

12 Maintaining allocation with pictures

This helped me understanding the working of Merchandising Department of

Tommy Hilfiger in PRIMUS Retail Pvt. Ltd.