Tommy Hilfiger started on his own label in 1985, debuting as a menswear brand after working for a designer in upstate New York throughout the whole of the 1970s. As well as a talent in designing up to the minute fashion, Tommy Hilfiger also had a talent for publicity. After launching his own brand Tommy Hilfiger spent £1.8m on his first ever ad campaign. This campaign prompted a surge of interest and proclaimed Hilfiger as one of the “Four Great American Designers for Men”. Within 5 years, sales of Tommy Hilfiger clothes had topped £15m.
Until the early 1990s, Tommy Hilfiger’s style of clothing was very similar to Calvin Klein; predominantly focusing on audiences of middle-class, middle-aged, mid-American white males. However this all changed when gangster rapper Snoop Doggy Dog appeared on the premier US TV show Saturday Night Live wearing a Tommy Hilfiger shirt, his sales rocketed overnight.
The implications were not lost on Hilfiger. He realised that his designs were being picked up my young Afro-Americans. With this in mind Tommy Hilfiger quickly began to design more casual, baggier clothes to meet the demands for the street wear style.
Today, the Tommy Hilfiger Fashion Empire continues to grow and Excel Clothing are contributing to this by stocking a large range of Tommy Hilfiger menswear, Tommy Hilfiger womenswear and Tommy Hilfiger Kids clothes. So now there really is a Tommy Hilfiger product for all the family all on one website.
