Tommy Hilfiger Pivots to Sport as a “Key Growth Lever†in Global Branding Strategy
Historically defined by “Classic American Cool” luxury, Tommy Hilfiger is undergoing a 180-degree strategic pivot. Under the leadership of Marketing Director Virginia Ritchie, the PVH-owned brand is aggressively positioning itself within the sports business sector to capture new, culturally-driven audiences. The F.A.M.E.S. Strategy The brand’s expansion is guided by its F.A.M.E.S. plan—an acronym representing the…