Tommy Hilfiger celebrated its 25th anniversary with the Lisbon Tour to reaffirm its position in Portugal.
When Tommy Hilfiger celebrated its 25th anniversary in 2010, it decided that the time had come to strengthen its positioning and recognition in Portugal. In partnership with Global, a strategy was developed that not only met these needs, but also aimed to do so in a sustainable way. The plan was called the Tommy Tour and was divided into three stages: first, a conference about the brand and the competition that had been developed for the students of Lisbon’s fashion faculty; the second, a visit to MUDE, who were offered a piece from the collection, followed by a dinner held jointly with Vogue; to round off with a golden key, it ended with a party attended by 1,000 people.
With this strategy, there was an unquestionable improvement in the brand’s positioning and recognition in Portugal. After this, several stores were opened in the country, with a large number of sales.
About Tommy Hilfiger
TOMMY HILFIGER is one of the world’s most recognized premium lifestyle brands, inspiring consumers since 1985. Tommy Hilfiger offers premium quality and value to consumers around the world under the TOMMY HILFIGER and TOMMY JEANS lifestyles, with a variety of collections including sportswear for men, women and children, denim, accessories and footwear. Tommy Hilfiger has an unwavering commitment to sustainability and inclusion.
Global retail sales of TOMMY HILFIGER products were approximately 9.3 billion dollars in 2021 and the brand is driven by more than 16,000 associates worldwide – present in 100 countries and in more than 2,000 retail stores, including its largest global flagship store. PVH acquired Tommy Hilfiger in 2010 and continues to oversee a focused approach to growing the brand’s global relevance, presence and long-term growth.