Tommy Hilfiger is trying something new.
Their new line Tommy is aimed at customers in their 20s who want something different than Hilfiger’s traditional preppy look.
Tommy will be competing for customers who often shop at Gap, American Apparel, and Abercrombie & Fitch.
Founder Tommy Hilfiger reveals that “Tommy gives us more flexibility and freedom to do something truly conceptual.”
With Gary Sheinbaum, CEO of Hilfiger, adding:
“The way we’re going to merchandise Tommy will be distinctive and different, not so formulaic. It will be more of a fun, dynamic experience. The product itself, we feel, is going to be a fresh take on the preppy traffic, done in a fresh, young, cool way. When we look around, we don’t see anyone doing anything like this.”
As for pricing, the items aren’t ridiculously expensive. Most knits will sell between $24 to $59 and denim from $79 to $129.
And as many new lines have been doing, Tommy will be sold exclusively at Macy’s starting this October.
Unfortunately though, it’s launching in Canada.
[Image via WENN.]
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