fashion marketing

Marketing Genius

Tommy Hilfiger should be considered the poster child for marketing innovations. He was the first traditional clothing designer to capitalize on the Hip Hop world. From 1990 to 1993 Tommy Hilfiger was only bringing in $25 million a year. But that all changed in 1994 after a performance by Hilfiger-clad Snoop Doggy Dog performed on NBC's Saturday Night Live. After the performance Tommy's sales quickly jumped to $67 million. Since then, Hilfiger's sales have continued to claim nearly $900 million. In 2002 Tommy Hilfiger reported sales of up to $1.9 billion. The company has remained around the billion-dollar mark. In 2006 Apax Partners, a global private equity investment group bought Tommy Hilfiger, Corp. for a reported $1.6 billion along with the agreement that Hilfiger would stay on to run the company.

Ralph Lauren, designer of the POLO brand is synonymous with the word fashion. Since the 1980s Ralph Lauren has been a dominating force in the fashion industry. His sales consistently hit record numbers and in 2006 for the U.S. market reached $3.75 billion. Projections for fiscal year 2007 are anticipated to reach $4.5 billion.

The company Guess?, by designer Maurice Marciano is yet another example of clothing line that has remained on top. Since 1981, the brand has dressed infants to senior citizens. A crossover brand, it has earned sales from both the urban and suburban markets, and in 2006 the company reported profits of $1.2 billion. Both Chairman Maurice Marciano, and co-chairman and CEO Paul Marciano command million-dollar salaries in their leadership positions in the company.

The men of fashion are not the only ones commanding high salaries and huge profits. In 2006 Liz Claiborne Inc, reported sales of $5 billion. While Liz Claiborne unfortunately died on June 27, 2007, her legacy lives on as does the testament to the longevity of the Liz Claiborne brand.