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Case Details

Case Code: BSTR492
Case Length: 13 Pages 
Period: 2005-2010  
Pub Date: 2016
Teaching Note: Available
Price:Rs.500
Organization : Tommy Hilfiger , Apax Partners , PVH
Industry :Apparel
Countries : USA , Europe
Themes:  Business Strategy / Brand Management
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Tommy Hilfiger (B) Turnaround

 

ABSTRACT

 

Tommy Hilfiger (Tommy) is a designer, manufacturer, and retailer of men’s, women’s, and children’s apparel. As of 2016, it was owned by The Phillips-Van Heusen Corporation (PVH). Tommy Hilfiger was named after its founder, Thomas Jacob Hilfiger (Hilfiger). Hilfiger was born in Elmira, New York, in 1951. The cases discuss Tommy’s journey from the year it was founded in 1985 to its acquisition by PVH. Case (B) continues with the early efforts of Tommy to achieve a turnaround. While the US operations were not doing well, Tommy’s European operations were growing under a regional CEO with a different point of view on how Tommy should make a strategic shift from being a domestic-oriented company to a truly global player. The case further unfolds with Tommy going private under a private equity firm named Apex Partners and then reviews the strategic initiatives taken by the PE firm to bring about a turnaround.

 
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Issues

The case is structured to achieve the following teaching objectives:
  • Global Expansion of brand and brand localization.
  • Turnaround strategies for a retail brand.
  • Rationalizing operations.
  • Exclusivity in Distribution.
Contents
INTRODUCTION
BACKGROUND
EARLY EFFORTS AT RECOVERY
BREAKING WITH THE PAST
TURNAROUND BEGINS
EUROPEAN EXPANSION
POST TURNAROUND
EXHIBITS

Keywords

Global Markets, Brand Localization, Retail Strategy, Distribution Exclusivity, Private Equity, Acquisitions.

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