Mon, Jul 06, 2009
 Tommy Hilfiger spoke to the Lundgren Center for Retailing Conference at the Westin La Paloma Resort and Spa on Friday.
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Komatsu Equipment Co Resident Field Mechanic Administrative & Professional Tucson Urban League CEO/President Finance and Accounting Charles E. Gillman Company Accounting Specialist Sales and Marketing Everready Glass Sales Reps Administrative & Professional Jorgensen Brooks Group Counselor Trades/Construction RANCHO RESORT MAINTANANCE POSITION BusinessHis way is the way to fashionTommy Hilfiger, in Tucson, tells gathering of retailers of the need to build a global brand
ARIZONA DAILY STAR
Tucson, Arizona | Published: 04.02.2006
Shoppers in Europe — particularly in Germany and Spain — are snapping up clothing touting the red, white and blue. When they do, more and more, the label reads: Tommy Hilfiger.
Tommy Hilfiger Corp.'s sales in the two countries grew by more than 20 percent in 2005, according to a 2005 shareholder's report. Sales in Eastern Europe, Russia, France and Scandinavia also are growing, the company said.
The challenge, the noted fashion designer said in a speech in Tucson on Friday, is to continue building a global brand while reinvigorating his label in the United States, where sales are stagnant.
Hilfiger was in town to headline the Global Retailing Conference, an industry convention sponsored by the University of Arizona Terry J. Lundgren Center for Retailing and held at the Westin La Paloma Resort & Spa, 3800 E. Sunrise Drive.
Along with its positioning in the worldwide retail landscape, the company itself is in flux. It put itself up for auction in August 2005 and the private equity firm Apax Partners & Co. has bid $1.6 billion or $16.80 a share, according to a March Wall Street Journal article. Pending shareholder approval, the sale is expected to close sometime this month, a company statement said.
As part of the deal, Hilfiger will remain in his current position as honorary chairman and principal designer of the corporation.
Looking back over a 20-year career during his speech Friday, Hilfiger spoke about his beginnings — from selling bell-bottom jeans out of a Volkswagen Beetle in the early 1970s to leading a global "All-American look" in his line of preppy and casual fashions. The corporation also makes children's clothing, accessories, shoes, fragrances and home furnishings.
In an interview before taking the stage, Hilfiger spoke about his label, his influences and the effect in his industry of the nation's growing Hispanic population.
Arizona Daily Star: In its 11th year, the UA's global retail conference continues to draw big names in the industry — why did you decide to come speak at the conference this year? And do you come to Tucson often?
Tommy Hilfiger: Terry Lundgren invited me. I have such tremendous respect for Terry, I figured anything he's involved with was worthwhile. I've been to Tucson three times, and I love it.
Q. After being in the industry for 20 years, what was the reason for putting the corporation up for auction?
A. We've been a public company for a long time. And doing some of the things that we'd like to do as a private corporation would be very good for the brand.
Q. "Innovation's Edge" was the theme for this year's global conference. What strategies or concepts work for your label to stay competitive in a global retail marketplace?
A. Being rooted in pop culture is really important. Just dressing celebrities is really not enough. But using the right celebrities in advertising, using the right celebrities in promotion and dressing music stars for their tours is important because fans look up to these celebrities and want to look like them and want to dress like them. Innovation in terms of quality, shape, fabrication, make, is always important to keep yourself ahead of the pack.
Q. Your designs are described as an "All-American look" yet your brand is gaining fans and sales in Europe and Asia — why do you think this is so?
A. I think the "All-American" look travels well. Certainly it's somewhat more casual. We in America have led the way in casual wear in the world and everyone is sort of jumping on the bandwagon. The Europeans love it, the Asians love it, the South Americans love it. We are really authentic in our approach.
Q. How difficult was it, as a creative person, to make that transition from being a designer to being the head of a corporation?
A. I think any successful designer has to be a successful businessman. When you look at some of the big successful names, they're both.
Q. When you look at American fashion and the change in demographics in the country, especially with the Latino population boom — do you see that having a big influence in the next 10 years?
A. An enormous impact. As a matter of fact, research shows we are the No. 1 designer brand amongst Latinos and in Central America, South America, Mexico, Spain, all over the world.
Q. Which designers influenced your work when you were first starting out and where do you continue to draw your inspiration?
A. I look at a lot of designers, all over the world, all the time — from Giorgio Armani, to Ralph Lauren to Calvin Klein to Versace. I've always looked at various designers' work and I always have to compare mine to keep myself abreast of what's new.
Q. Have you taken a risk that didn't turn out the way you thought it would, or perhaps could be labeled as a mistake?
A. I wish I could have kept it (the label) somewhat more exclusive. When you begin to grow and become so popular, the brand begins to lose some of its cachet.
Q. What legacy would you like to leave behind?
A. The label would remain wholesome, fun, All-American and popular.
● Contact reporter Levi J. Long at 573-4179 or llong@azstarnet.com.
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