A

Summer Internship Project Report

On

“Understanding buying persona & fulfilling their requirement in

apparel industry”

Submitted in the partial fulfilment of the requirements for

Post Graduate Diploma in Management - PGDM

SUBMITTED BY

Name: Akarsh Vaibhav

Roll No: 2104

Batch: PGDMBM5CM

AY 2021 -2022

UNDER GUIDANCE OF

Dr. Logasakthi Kandasamy

Universal Business School,

Mumbai (Karjat), 410201

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 DECLARATION
This is to declare that I Akarsh Vaibhav student of Universal Business School, Mumbai
(Karjat), PGDMBM5CM2104 2021-2022, has given original data and information to the best
of my knowledge in the project report titled understanding buying persona & fulfilling their
requirement in apparel industry is a record of independent work carried out by me under the
guidance and supervision of Dr Logasakthi Kandasamy towards the partial fulfilment of
requirement for the PGDM course.
I also agree in principal not to share the vital information with any other person outside the
organization and that I have not submitted it for any award or any other title, degree or diploma.

Date: 19/07/2022
Place: Mumbai (Karjat)
Name: Akarsh Vaibhav
Batch: PGDMBM5CM
Roll No: 2104
Specialization: Marketing

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 CERTIFICATE

This is to certify that the project entitled “understanding buying persona & fulfilling their
requirement in apparel industry”, submitted to Universal Business School, Mumbai (Karjat)
in the partial fulfilment of the requirements for the award of the Post Graduate Diploma in
Management (PGDM) embodies the results of bonafide project work carried out by Akarsh
Vaibhav under the guidance and supervision of Dr. Logasakthi Kandasamy.

To the best of my knowledge the results embodied in this project have not been submitted to
any other university or institute for the award of Degree or Diploma. The assistance and help
received during the course of this investigation has been duly acknowledged.

Dr. Logasakthi Kandasamy Prof. Elora Basumatary (PGDMBM5CM)

Faculty Guide Name Program Director ( Batch ):

Date: 19/07/2022
Place: Mumbai (Karjat)

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 Acknowledgement

It gives me immense pleasure to present this Concurrent Project Report. However, it would not
have been possible without the help and support of all the team members of Tommy hilifger
I would like to thank my Company guide Shefali patel and Faculty guide
Dr. Logasakthi Kandasamy for guiding me in my tenure of internship on “understanding
buying persona & fulfilling their requirement in apparel industry”.

Without their support and guidance, I wouldn’t have come so far to prepare this report.
I would like to express my thankfulness to Placement team of Universal Business School, who
gave me this great opportunity to work on this interesting project.

I am also grateful to my loving parents and my kind friends whose prayers, affection and support
are always a source of encouragement. Their suggestions and supply of information were really
very valuable and helpful to me. Their continuous encouragement and support helped me for
completing this project successfully.

Name: Akarsh Vaibhav

Batch: PGDMBM5CM
Roll No: 2104
Specialization: Marketing
Universal Business School, Mumbai (Karjat)

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 TABLE OF CONTENT

Sr. no. topic Page no.

1 Executive summary 10
2 Part A-Industry profile 11-13
3 Company profile 14
4 Background and inception of company 15-17
5 Nature of business carried out 17-18
6 Vision and mission statement
7 Products
8 Competitors landscape
9 Achievements and Awards
10 Part B
11 Workflow model
12 PESTLE Analysis
13 SWOT Analysis
14 Industry key factors
15 Challenges & Issues before the company/product
16 Research
17 Literature review
18 Recent news
19 Research and analysis
20 Key objective
21 Sample design
22 Data analysis
23 Learning experience
24 Questionnaire
25 bibliography

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 EXECUTIVE SUMMARY

During my tenure of the internship, I was appointed as a CUSTOMER RELATIONSHIP

OFFICER(CRO) for Tommy Hilfiger and was responsible for-
• Customer Relationship Management
• Stock Handling
• Effective stock merchandising
• Visual Merchandising
• Understanding customer behaviour
• Sales
Tommy Hilfiger comes under the category of Fashion industry and my tenure was during the
sale period which taught many things related to customer behaviour and industry. How it
functions and how it runs with all the important aspects of the industry that needs to be learned
by an intern.

Following are the skills and abilities I got to learn during this period and some of them are-
• Consumer Behaviour
• Relationship Management
• Achievement of targets
• Sales
• Conflict Management
• Understanding Fashion Industry
• Knowledge about Retail
• Learning the system
• Getting to know about the technical terminologies

During my internship I have also collected data from the customer regarding their behaviour
towards the visual merchandising and what attracts them towards a brand and how they take
the purchasing decision. Also, how a brand needs to do its marketing and branding to attract
more customers towards them.
The data was collected from 140 people which gave a clear idea about how the consumers
functioned and what they expect from a brand with some marketing and brand awareness.

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 PART A: INDUSTRY PROFILE
Fashion industry
The design, production, distribution, marketing, retailing, advertising, and promotion of all
kinds of clothing (for men, women, and children) are all included in the fashion industry. This
includes everything from the most exclusive and pricey haute couture (literally, "high sewing")
and designer fashions to regular everyday clothing, such as formal ball gowns and comfy
sweatpants.
There are four layers to the fashion industry:
1. Textile design and production
Textiles are mostly used to create clothing.
One of the earliest successes of the Industrial
Revolution in the eighteenth century was the
partial automation of the spinning and
weaving of wool, cotton, and other natural
fibres. Producing textiles for clothing is a
significant portion of the textile industry.
Both natural (such wool, cotton, silk, and
linen) and synthetic (like nylon, acrylic, and
polyester) fibres are employed. Through weaving, printing, and other manufacturing and
finishing techniques, fabrics may be created with a broad variety of effects. To make
textiles with colours, textures, and other attributes that anticipate customer desire, textile
producers collaborate with fashion forecasters far before the clothes manufacturing cycle.
2. Fashion design and manufacturing
Many different things serve as inspiration
for designers, such as street trends, active
sportswear, and costumes from movies
and television. Most designers now use
computer-assisted design approaches in
addition to or in substitute of more
conventional design processes like
drawing designs on paper and draping
cloth over mannequins. These enable
designers to quickly alter a suggested design's silhouette, fabric, trimmings, and other
aspects and provide them the opportunity to instantly discuss the proposed modifications
with colleagues—whether they are in the same room as them or on a different continent.
( John S. Major, 2022)

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3. Fashion retailing, marketing, and merchandising
The clothing must be sold after it has
been created and made. But how will
garments travel from the maker to the
buyer? Retail is the industry that deals
in acquiring clothing from producers
and selling it to consumers. Three to
six months before a buyer may
purchase the clothing in-store, retailers
make their initial resale purchases.
Fashion marketing is the act of controlling the flow of merchandise with the aim of
maximizing a company's sales and profitability, from the initial selection of designs to be
made through the display of products to retail buyers.
These levels are made up of a variety of distinct but interconnected sectors, all of which
are committed to meeting the demand for clothing among consumers in ways that allow
industry players to turn a profit.
4. Media and marketing
The promotion of fashion requires the use of
all forms of media. In the latter half of the
18th century, the first fashion-specific
journals debuted in France and England.
The 19th century saw a proliferation and
flourishing of fashion periodicals, including
the French La Mode Illustrée, the British
Lady's Realm, and the American Godey's
Lady's Book. Fashion magazines, which
often included editorial content, hand-colored fashion plates, and advertisements, along
with other innovations like the sewing machine, department stores, and ready-to-wear
clothing made in uniform sizes, were major forces in the modern era's push for
democratisation of fashion.
The early 20th century saw the emergence of fashion photography and extensively
illustrated fashion publications like Vogue thanks to the advent of efficient and affordable
techniques for reproducing photos in print media. The fashion industry quickly adopted
magazine advertising as its primary marketing strategy.

( John S. Major, 2022)

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Fashion system
The "fashion system," a term that encompasses the business of fashion as well as the art and
craft of it, as well as not only production but also consumption, refers to the fashion industry
as a subset of a wider social and cultural phenomena. In addition to the individual customer
who picks, purchases, and wears clothing as well as language and images that influence
consumer perceptions of fashion, fashion designers have a significant role in the industry.
The fashion system includes every element engaged in the entire process of changing fashion.
Some aspects of fashion, which involves variety for the sake of novelty, are inherent (e.g.,
when hemlines have been low for a while, they will rise). Other elements are outside (e.g.,
major historical events such as wars, revolutions, economic booms or busts, and the feminist
movement).

Fashion industry in India

India's domestic clothing and textile sector generates 7% of the country's value-added
production, contributes 2% to GDP, and India's overall exports in 2020–21 included 11.4
percent of textile, clothing, and handicrafts. India's share in the global textile and apparel trade
is 4%. India is the world's sixth-largest exporter of clothing and textiles.
One of the world's top producers of jute and cotton is India. 95% of the hand-woven fabric in
the world originates from India, which is also the second-largest producer of silk in the world.
According to estimates, the technical textiles industry in India is about $16 billion, or around
6% of the worldwide market.

The second-largest employer in India, the textile and garment sector employ 45 million people
directly and another 100 million indirectly via affiliated businesses.

( John S. Major, 2022)

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 COMPANY PROFILE
Introduction
In 1985, Tommy Hilfiger as a brand was
introduced. A clothing line called Tommy
aims to provide customers "American
classics with a twist." These days, such
customers are found in almost every nation
on earth and represent individuals of all racial
and ethnic origins. Tommy is an international
brand, and its preferred suppliers are those
that have a thorough understanding of each
distinct region. A clothing line called Tommy
aims to provide customers "American
classics with a twist." Worldwide recognition for the company's timeless and classic designs
may be seen in its garment goods.
Overview
The Tommy Hilfiger Group is a multi-billion-dollar worldwide garment company.
The company's objective since 1985 has been to create a name-recognized lifestyle brand.
To its customers across the world, the company aims to provide products with excellent design,
quality, and value.
The global fashion and retail brand Tommy Hilfiger Group now has a market capitalization of
3 billion EUR.
Tommy Hilfiger in India
A combined venture between the Lalbhai
company, which owns the Arvind brand, and
the Murjani group, which owns Tommy
Hilfiger, brought Tommy Hilfiger to India.
Under the name Arvind Murjani Brands
Private Limited, the joint venture has decided
for the marketing and sale of Tommy Hilfiger
clothing in India.
In the spring of 2004, ABM launched
Tommy Hilfiger independent specialty
boutiques around the nation. As a result of
increasing the variety in his clothing line, Tommy Hilfiger was able to create garments that a
wide range of individuals like wearing in response to the diversity of his clientele. The same
may be said about his scents.
(Tommy hilfiger, 2022)

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The apparel business has grown to now feature accessories, home goods, eyewear,
footwear, swimwear, jewellery, and sub-divisions including Tommy Hilfiger Athletics. As an
authentic American designer, Tommy Hilfiger

BACKGROUND AND INCEPTION OF THE COMPANY

Before the Brand
In 1968, the year he co-founded a record and apparel store
in New York called People's Place, the company's
namesake began his career in the fashion industry. This
was before the Tommy Hilfiger brand was established.
With just $150 to launch the brand, Hilfiger was able to
grow it to include 10 more locations. In 1977, People's
Place regrettably filed for bankruptcy.

Tommy Hilfiger began working as a fashion designer for many firms two years after People's
Place declared bankruptcy. One of the most well-known companies where he worked was
Jordache Jeans.
Creation of Tommy Hilfiger
Then, in the early 1980s, Hilfiger met Mohan
Murjan, an Indian textile entrepreneur looking to
launch a men's apparel brand. Tommy Hilfiger's
first trademark collection under his own "Tommy
Hilfiger" brand was made possible thanks to a
partnership with Murjan. Murjan's greatest
investment allowed the Tommy Hilfiger company
to execute a significant marketing campaign that
featured a George Lois-designed giant billboard in Times Square.
However, Hilfiger would depart Murjani's business in 1989, even though his brand was being
supported financially by Silas Chou. Hilfiger would later establish his own business, Tommy
Hilfiger, Inc., with former Ralph Lauren executives working as executives.

(Tommy hilfiger, 2022)

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Expansion of the Brand
Tommy Hilfiger's business went public in 1992. Additionally, the company declared its
intention to expand to offer women's goods in 1996. Online retailers like ASOS still sell this
merchandise today. Use an ASOS coupon code for savings if you plan to make a purchase on
the website.

The first Beverly Hills location for Tommy Hilfiger finally opened in 1993. The company then
inaugurated its first location in London in 1998. Tommy Hilfiger introduced a range of bed and
bath items the same year the London location opened.
Tommy Hilfiger increased his notoriety in the 1990s by working with and signing deals with
several musicians, including Pete Townshend (for his Psychoderelict tour), Snoop Dogg (for a
performance on Saturday Night Live), Coolio, Puffy, Sheryl Crow, Lenny Kravitz, and Britney
Spears. In the 1990s, Tommy Hilfiger established a reputation as a leading brand for pop
singers and hip-hop musicians through sponsorships and endorsements.
Up-and-Down Sales of Tommy Hilfiger
Tommy Hilfiger's net revenue and sales decreased in 2001, thus the company chose to include
women's intimate clothing to its line-up as a solution. Tommy Hilfiger would achieve $1.87
billion in yearly sales by 2002. Tommy Hilfiger would experience financial difficulties
throughout the 2000s, therefore the introduction of a new clothing line was insufficient. Sales
of the brand in the United States decreased from $1.9 billion in 2000 to $700 million in 2009.
The firm was able to generate $1.13 billion in revenue in the 2000s because to Tommy
Hilfiger's popularity in Europe.
The management of Tommy Hilfiger made the decision to concentrate on strengthening the
brand's marketing in nations besides the United States after observing the success the company
is experiencing elsewhere. Across addition to opening new locations, Tommy Hilfiger also
worked with a number of boutiques and department shops in Europe to offer the brand's
clothing. By the end of the 2000s, Tommy Hilfiger was available in more than 4,500 boutiques
and department shops throughout at least 15 different nations.
In 2004, Tommy Hilfiger would also lend his support to the True Start fragrance, with Beyoncé
Knowles serving as its face. The creator of Tommy Hilfiger opted to sell the business to Apax
Partners in 2006 for $1.6 billion, despite the brand's success abroad. Although the firm was
acquired, Tommy Hilfiger and a small number of executives continued to run it.

(Tommy hilfiger, 2022)

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Tommy Hilfiger in the 2010s and Beyond
In March 2010, Apax Partners' Tommy Hilfiger brand was acquired by Philips-Van Heusen,
also known as the PVH Corporation, for $3 billion. In 2013, Tommy Hilfiger's worldwide sales
increased to $6.4 billion, years after the acquisition. In the early 2010s, Fred Gehring, who had
a significant impact on the company's success in Europe in the mid-1990s, was appointed CEO
of Tommy Hilfiger. As the organization's CEO in 2014, Gehring was succeeded by Daniel
Grieder. Then Gehring would become the vice-chairman of the PVH Corporation as well as
the executive chairman of Tommy Hilfiger.
Gehring would later resign as Tommy Hilfiger's executive chairman in 2015, although he
continued to be involved with the company as PVH's vice-chairman. Tommy Hilfiger
continues to serve as the brand's head designer despite having been absent from the company's
leadership for a considerable amount of time since he is still in charge of supervising the
creative process within the studio.
In 2020, PVH made the announcement that its brands will support animal welfare and stop
using exotic skins. Tommy Hilfiger, which modified its policy the same year, is one of the
companies that ceased utilising exotic skin. Then, in 2021, Tommy Hilfiger debuted their
collection of genderless clothes, which was created in association with well-known American
actor and model Indya Moore, who is transgender and non-binary.

(Tommy hilfiger, 2022)

NATURE OF BUSINESS CARRIED OUT

With a wide range of collections, including the Tommy Hilfiger Collection, men's, women's,
and children's sportswear, denim, accessories, and footwear, Tommy Hilfiger, founded in 1985,
provides premium styling, quality, and value to consumers worldwide under the TOMMY
HILFIGER and TOMMY JEANS labels. The brand also has licences for a variety of goods,
such as perfumes, eyeglasses, watches, and home furnishings. Principal Designer and business
founder Tommy Hilfiger still sets the firm's direction and leads the creative process.
An international fashion and retail brand with more than 16,000 employees globally, Tommy
Hilfiger was bought by PVH Corp. in 2010. Tommy Hilfiger has established a vast distribution
network in more than 100 countries and more than 2,000 retail locations in North America,
Europe, Latin America, and the Asia Pacific area with the help of widespread customer
recognition. The TOMMY HILFIGER brand generated $6.9 billion in retail sales worldwide
in 2020.
(Tommy hilfiger, 2022)

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Tommy Hilfiger Mission, Vision & Values
Tommy Hilfiger Mission Statement
Our mission is to be one of the leading sustainable designer lifestyle brands through how we
create our product, manage our operations, and connect with our community and our
stakeholders.
Tommy Hilfiger Vision Statement
It's a Sustainable Evolution
Tommy Hilfiger Values
• Individuality
• Partnership
• Passion
• Integrity
• Accountability

Products in focus
Clothing for sports (golf and swimming), socks, small leather goods, home goods, and luggage
are just a few of the lifestyle products offered by Tommy Hilfiger. Men's and women's denim
clothing and shoes, as well as accessories and fragrance, are all part of the Tommy Jeans
product range.
The essence of traditional American-cool design with a preppy touch is embodied by Tommy
Hilfiger, our flagship brand.

(Tommy hilfiger, 2022)

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Bold colors meet elevated city streetwear.
Since Tommy Hilfiger originally debuted his men's sportswear line in 1985, the company has
grown to include a full-service luxury lifestyle on a worldwide level. Under the TOMMY
HILFIGER and TOMMY JEANS brands, Tommy Hilfiger provides consumers all over the
globe with premium fashion, quality, and value. His collections include the HILFIGER
COLLECTION, TOMMY HILFIGER TAILORED, men's, women's, and children's
sportswear, denim, accessories, and footwear. The brand also has licences for a variety of items,
including perfumes, eyeglasses, watches, and home goods.

1. TOMMY HILFIGER SPORTSWEAR

Sportswear by TOMMY HILFIGER, our flagship collection, is renowned for capturing the
timeless American cool ethos at the foundation of the brand. With Hilfiger's own spin, the
collections unleash timelessly stylish pieces while honouring individuality and optimism.
Those in the age range of 25 to 40 make up the collection's target market.
(Tommy hilfiger, 2022)

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 2. TOMMY JEANS

With a contemporary, relaxed edge, inspired by American denim classics. The men's and
women's collections emphasise fine denim while injecting a young energy and irreverent twist
into our legacy. The collection is intended for consumers who prefer denim and who are in
their 18 to 30s.

(Tommy hilfiger, 2022)

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 3. HILFIGER COLLECTION

The apex of Tommy Hilfiger's product line, HILFIGER COLLECTION is upscale and elegant,
fusing the company's Americana legacy with modern influences and a sassy fashion edge.
Classics from the past are updated for the present, and a carefully chosen assortment of famous
pieces are creatively combined to create a contemporary, self-assured, and easygoing look. The
collection is aimed at consumers between the ages of 25 and 40, both male and female.

(Tommy hilfiger, 2022)

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 4. TOMMY HILFIGER TAILORED

This range combines the brand's history in American menswear with a sleek, refined aesthetic.
From tailored suits to comfortable weekend attire, classics are reinterpreted with a precise fit,
quality materials, contemporary cuts, rich hues, and opulent details—all done with Tommy
Hilfiger's own spin. Ages 25 to 40 are the target market for the collection.

(Tommy hilfiger, 2022)

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COMPETITORS

(owler inc, 2022)

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 (cfda, 2022)

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PART B
WORKFLOW MODEL

(Vaibhav, 2022)

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Day-To-Day Store Operations
1. Opening
2. Floor Walk – replenishments and re-folding
3. Stock Management – folding, hanger spacing, checking style code, replenishment,
returns outwards and inward, global count
4. Cash Deposit
5. Delivering Customer Experience – Listen and Communicate, offer help with bags,
recommend/suggest ideal styles and fit, Smooth Billing Process, ensuring no tags, home
delivery, checking for products at other store
6. Software Used – Billing and CRM (Shopper and Capillary)
7. Closing

(Vaibhav, 2022)

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 PESTLE analysis
Tommy Hilfiger's PESTLE Analysis examines the company's business strategies. The PESTLE
analysis of Tommy Hilfiger looks at the different external elements such as political, economic,
social, and technical (PEST) that affect its company as well as legal and environmental
considerations. The various extrinsic circumstances that have an influence on the brand's
business are highlighted by the PESTLE Analysis. For businesses like Tommy Hilfiger, the
PESTLE analysis methodology is essential since it aids in understanding market dynamics and
ongoing company improvement.
Political Factors:
A well-known fashion company with a significant worldwide presence is Tommy Hilfiger. Due
to the inventor of Tommy Hilfiger's racist statements, the fashion brand has been at the centre
of several very severe political problems. Tommy has previously said that if he had realised
that the blacks would also be wearing the apparel, he would not have produced any of it. He
became embroiled in a dispute in 2016 after making a controversial remark. Because of this
statement, the firm received harsh criticism from the general public, with some calling for a
boycott of the company's clothing. This can damage Tommy Hilfiger's reputation, which might
make consumers less loyal to the company.

(Sadun, 2022)

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Economic Factors:
Britain's decision to leave the European Union, made in a vote, resulted in a sharp decline in
the value of the pound relative to the dollar. Numerous fashion firms that trade compilations
are anticipated to be impacted by this. Economic growth is slowing down around the world.
The rate of global economic growth has decreased from 3.6 percent (the previous year) to 2.9
percent (this year). Although the economy is not doing well, Tommy Hilfiger has managed to
grow its entire revenues by 12 percent. Additionally, China, one of the company's most
significant markets in Asia, is said to have seen double-digit growth. Recently, the business
has expressed interest in making investments in economically secure nations like Australia,
where they haven't yet made a significant expansion.
Social Factors:
Tommy Hilfiger has a significant internet following. They have a vibrant social media
presence, and social influencers frequently appear in public while dressed in the culture, giving
the brand additional visibility and introducing a new target market. Celebrities like Bruno Mars
and Drake frequently appear in this brand. With a presence in several nations throughout the
world, Tommy must develop cross-cultural marketing strategies. For instance, certain nations
might not feel it acceptable for the brand logo to be printed on the items. However, in nations
like India where individuals like making a fashion statement, they choose a printed brand
emblem on the merchandise.
Technological Factors:
Tommy Hilfiger doesn't have a dedicated e-commerce website. While its rivals advance in
developing an internal e-commerce platform, Tommy has not done so to far. The business
should be well-represented on e-commerce websites like Amazon, Flipkart, etc. It will enable
them to reach a wider audience. Furthermore, the typical individual today tends to check their
social media more than six times every day. As a result, Tommy Hilfiger should utilise all of
these social media sites, including Facebook, Instagram, Youtube, Pinterest, and Twitter. To
reach out to potential consumers, it should launch paid advertising efforts. This will assist LV
in maintaining ongoing contact with potential consumers.
Legal Factors:
After Hilfiger's fairground fashion display, the American company "GIGI" threatened the
brand with "legal action." The unveiling of their partnership didn't impress the leather goods
company (GIGI NEW YORK), who believed that Tommy Hilfiger had "copied" them and
caused "customer confusion." The handbag company was said to have "law property rights
since 2010."
Environmental Factors:
In both its retail stores and production facility, Tommy Hilfiger has preserved a green
environment. The business has invested more money in implementing a low waste, recycling,
and pollution-controlled unit. They participate in a number of organizations and groups, such
as the Better Cotton Initiative and the Leather Working Group.
(Sadun, 2022)

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By 2030, PVH, the parent company of Tommy Hilfiger, wants all of its buildings
and warehouses to run entirely on renewable energy. Additionally, it has set a goal for its supply
chain to cut carbon emissions by 30%.
They participate in several organisations and groups, such as the Better Cotton Initiative and
the Leather Working Group. By 2030, PVH, the parent company of Tommy Hilfiger, wants all
of its buildings and warehouses to run entirely on renewable energy. Additionally, it has set a
goal for its supply chain to cut carbon emissions by 30%.
The PESTLE analysis of Tommy Hilfiger above reveals the numerous factors that have an
influence on the company's financial success.
(Sadun, 2022)

SWOT ANALYSIS

The brand's strengths, weaknesses, opportunities, and threats are examined in the Tommy
Hilfiger SWOT analysis. While opportunities and threats are external elements, Tommy
Hilfiger's internal aspects are its strengths and limitations.
STRENGTHS
Learning from Trends
Tommy Hilfiger was never one to set trends, but the group's approach was to observe what
people were wearing and then use it to inform new ideas that were inspired by it. It also made
an effort to combine major elements of notable style.
Individuals
Both of their goals and Tommy Hilfiger's success are closely related. It embraces highly
creative people and assures that the great majority of their creators are, at their core, young.
Due to this, their strategies will be original and fashionable.
Initiative
Because to Tommy Hilfiger, the brand's founder, it is what it is now because to his ability to
plan ahead, his creative vision, and his never-say-die attitude. It began by modifying and
trading clothes that had been purchased in New York in his former neighbourhood. Then, he
used his great business acumen to grow the brand from a small chain of stores named People's
Place to a large corporation.
Variety of Products
Tommy Hilfiger is a company that offers men's, women's, and children's clothing at affordable
prices. The company distributes a variety of products that are very American in origin in
categories including active wear, denim, fragrances, home decor, watches, and so on. Plans
that are modern, laid-back, and current accommodate all age groups and tastes.
(david, 2022)

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WEAKNESSES
Price
The clothing and other products from Tommy Hilfiger are valued at a greater price than
anticipated, and the majority of people may not find the brand to be affordable. They become
more focused on the greater salary component as a result.

Supporting the brand picture

Tommy Hilfiger is consistently regarded as an odd and exceptional American brand. The
company has continually promoted itself in a way that upholds this image, and this has played
a crucial role in the growth of the brand. In fact, the organisation still has to provide a large
financial contribution to sustain this image.
Low infiltration in economy portions
Given that Tommy Hilfiger has always been an expensive brand, higher paid groups have
constantly preferred it. The brand's penetration into the lower pay scale is weak, and as a result,
the organisation has weak competitive advantages.
OPPORTUNITIES
Changing customer preferences
Numerous specialised classes have emerged as a consequence of customers' evident
requirements since they are clear about what they need. For instance, there are several
subcategories of pants, such as skin fit, loose fit, tailor-cut, and can. For firms like Tommy,
these seminars frequently represent new divisions.
Changing Technology Landscape
The innovative landscape in which Tommy Hilfiger works is shifting as a result of the
explosion of machine learning and AI. Hilfiger Tommy may make use of these developments
to increase efficiency, lower costs, and alter cycles, as stated by Raffaella Sadun, Hanoch Feit,
Vaibhav Gujral, and Gerard Zouein.
E-Commerce and Social Media Oriented Business Models
Hilfiger Tommy may connect with local suppliers and organise suppliers on the global market
with the use of an e-trade strategy. Online media development may help it reach customers at
a significantly cheaper marketing budget and reduce the cost of entering a new market.
Additionally, depending on the data and purchasing patterns, it may lead to openly endorsing
certain services and customers.
(david, 2022)

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Increasing Standardization
Hilfiger Tommy may make use of this pattern to reduce the amount of contributions on the
lookout and concentrate marketing efforts on only the greatest products.
THREATS
US-China Trade Relations
Hilfiger Tommy is focused on China for its upcoming phase of growth. Whatever the case,
tensions between the US and China in their trade ties are growing, and this might lead to
protectionism, more global trade, and rising costs for both working and collaborating.
Increasing costs due to ecological guidelines
Hilfiger Tommy needs to manage these expenses as governments are attempting to collect
higher natural duties to advance cleaner choices. For Hilfiger Tommy, it might result in higher
coordinations costs and higher bundling costs.
Increasing bartering force of purchasers
The Hilfiger Tommy consumer base has essentially grown in size throughout the years, which
has led to price reductions. Although flat joining will only be a temporary solution, the
organisation might pursue it to stabilise and provide efficiency. Gerard Zouein, Raffaella
Sadun, Hanoch Feit, Vaibhav Gujral, and Tommy Hilfiger all believe that the strategy has to
be changed fundamentally rather than only cosmetically.
CONCLUSION
One of the most valuable fashion brands in the world, according to the analysis of Tommy
Hilfiger's SWOT Analysis. With a large range of items on the market, it has been able to learn
from various trends. The chance for the organisation to expand in the industry is brought about
by the evolving nature of technology and shifting consumer preferences. However, despite
these benefits, the market has several limitations that limit its ability to expand.
Due to its extremely high pricing strategy and the economy's low inflation, it is challenging for
customers to purchase the goods. The corporation is threatened by the trade tensions between
the US and China and the rising costs brought on by environmental regulations. With the help
of cutting-edge digital marketing, some of the drawbacks may be reduced. As most people
these days use social media, it is crucial for any business to have a digital presence through
digital marketing. They will be able to easily target their consumers thanks to this.
(david, 2022)

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 KEY SUCCESS FACTORS
Designer Clothes
The logo colours are the most popular choice among lovers of this brand's collections, which
come in a variety of traditional colour schemes. You can't go wrong with Tommy Hilfiger if
you're seeking for styles that exude a current attitude while yet including a hint of the 1980s.
The brand's evolution from the traditional to a variety of cuts and colours may be seen in the
Tommy Hilfiger history. Finding the perfect outfit to match the taste should be simple because
there are so many different designer clothing options.
They often blend modern west coast and traditional east coast style in their designer assortment,
which is another interesting aspect of it. With the help of this function, the company may create
a classic style that you can wear to any occasion.
Fast Fashion
Because it often produces new collections of clothing, Tommy Hilfiger isn't inherently a fast-
fashion company. Additionally, it occasionally works with different brands. The company does
not adhere to fast fashion in the traditional meaning of the term, where new clothing are
provided every week and clients are forced to periodically purge their wardrobes. Instead,
Tommy Hilfiger offers clothing at extremely low costs, which encourages buyers to buy a lot
of goods and then return for me in a few weeks.
Additionally, Tommy Hilfiger declared that it was utilising all available means to reduce
greenhouse gas emissions. The company does, however, support sustainable fashion methods.
Consequently, while not being a fast-fashion company, its low prices encourage its users to
adopt this way of life.
Luxury Items
Despite being affordable, this brand occasionally launches premium collections. However,
because of its accessibility, it is not a well recognised premium brand. Since the elite society
is the intended audience, it is not available to the current client base. However, Tommy
Hilfiger's high-end collections are frequently of very high quality. The fact that Tommy
Hilfiger is not a premium brand deserves mention, though.
Suits
Additionally, the company provides its clientele with personalised outfits. Their suits uphold
the brand's reputation for offering high-quality goods at competitive pricing. One of the most
popular daily suits available is one of their slim-fits. This is often tailored by Tommy Hilfiger
using a wool blend that is appropriate for most of the year. Their outfits come in a variety of
pricing points, and the price also affects how high the quality of the suit is.
Other Niches
In addition to the categories that Tommy Hilfiger history demonstrates the firm experimented
in, the brand is renowned for its line of shoes, purses, and wallets. The shoes have a good
reputation for being fashionable, cosy, and adaptable.
(Hitesh Bhasin, 2022)

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In the Tommy Hilfiger line, shoppers can expect to discover a variety of bags. The
bags have striking forms and original patterns. The company also makes wallets, which have a
distinguished background in Tommy Hilfiger history. These wallets are streamlined,
understated, and highly durable. Although they can be too expensive for the typical consumer,
Tommy Hilfiger wallets are an investment.
Final Thoughts
Because of how well the company understands its clients' tastes, Tommy Hilfiger history
demonstrates the brand's enormous success. The company is aware that today's consumers are
largely fashion-conscious and on the lookout for variety. As a result, it offers a wide selection
of apparel lines at reasonable prices when compared to its rivals. All of the products from this
company are highly trendy, and given the variety of markets they serve, Tommy Hilfiger is a
flexible and all-encompassing brand.

CHALLENGES
Sustainability
The fact that the fashion business is the second most polluting on the globe is scarcely news,
but for Tommy Hilfiger, the biggest issue right now is sustainability. Huge amounts of
hazardous waste are produced during the manufacture of clothing, and most of it is dumped
straight into waterways.
Production challenges
One of the most resource-intensive industrial sectors on the globe is the manufacture of
materials for clothes. Unimaginable quantities of natural resources are needed to make the most
popular textiles used today. It is difficult to fathom that a single cotton t-shirt takes an
astounding 2706.57 litres of water to make. According to WWF, that is the same amount of
water that a person would need to consume for three years.
Consumption challenges
Fast fashion is another kind of trash that has a significant negative impact on the environment
since it treats clothing like a fast-moving consumer commodity. Selling several items of
clothing that are only worn a single or few times before being thrown is how the business makes
money. Unwanted used clothing is accumulating in landfills or being transported in large
quantities to underdeveloped nations.
Poor working conditions
The bad working conditions of garment workers in developing nations is a problem for which
there is no quick fix in sight. In order to keep costs down and create hazardous and abusive
working conditions, Tommy Hilfiger outsources the manufacturing of his goods to suppliers
that base their decisions on price.

Page 33 of 57
Forced labour
Forced labour is another problem that is even more obscure than subpar working conditions for
contractors. The second and third tiers of the fashion supply chain, in particular, contain a
sizable portion of forced and trafficked labour.
Technological challenges
When it comes to technology, the fashion industry has lagged behind. Fashion manufacturing
continues to be one of the most labor- and resource-intensive businesses, and manufacturers
don't seem to be particularly interested in automation or technology utilisation.

(Lin, 2022)

RESEARCH
LITERATURE REVIEW

(D, 2022)The study attempts to investigate Purchase Intentions of Consumers towards Tommy
Hilfiger.Purchase intentions are one of the main concepts.Purchase intention is the implied as
a promise to one’s self to buy the product again whenever one makes next trip to the market.It
has a substantial importance because the companies want to increase the sale of specific
product for the purpose to maximize their profit. Purchase intention depicts the impression
ofcustomer retention. There are certain functions of the brand, which have a strong influence
on the purchase intention of the customer’s i.e. brand image, product quality, product
knowledge,product involvement, product attributes and brand loyalty.

(Taylor, 2022)Tommy Hilfiger is a popular fashion designer who incorporates a unique mix of
style, patriotism and cultural diversity into the advertising and marketing of his products. But
does his approach communicate true equality or divide Americans through race, class, and/or
consumerism? Does his conceptualization of cultural diversity support ideals of
multiculturalism or promote principles of assimilation? Tommy Hilfiger's official website,
www.tommy.com, is analyzed from a cultural studies perspective to examine these questions.
Political economic, cultural economic and semiotic theories are applied at the levels of
production, text and consumption to reveal whether hegemonic or counter-hegemonic themes
prevail.

(Chaitanya Mahaprabhu Seth, 2022)Tommy Hilfiger is a recognised premium fashion brand, offering
customers a range of high-quality product lines including men's, women's and children's casual
apparel, denim, accessories and a variety of licensed products such as fragrances. Secondary
sources have been used to look into the apparel sector of India. Moreover, the study further
seems into the branded T-shirt/ Jeans market through an initial survey conducted in Delhi and
NCR region.

Page 34 of 57
(Wintjes, 2022)This research employs an inductive exploratory based research of a cross-
sectional case study approach. Tommy Hilfiger is the subject taken for detailed investigation
within this thesis. The outcomes of this thesis are: a) an approach to solutions and an effective
and holistic omnichannel management strategy for fashion retail brands; b) the creation and
development of a standardised omnichannel process model with integrated channel
architecture, thereby aligning marketing activities aimed to creating an omnichannel consumer
offer, as well as the set-up of appropriate operational functions; and c) the development of a
holistic omnichannel transformation roadmap for fashion retail brands, based on the practical
case study of Tommy Hilfiger.

(Charney, 2022)Born in the small town of Elmira New York, Tommy Hilfiger went on to
revolutionize the classics with his famous 'Tommy Twist.' America's favorite flag bearer
launched his label in 1985. Hilfiger's irreverent take on Americana merged with a hip-hop
attitude earned him instant street cred and global recognition. The self-taught designer offers
everyone a piece of the American dream.

(Chochrek, 2022)At the top of his game, the industry legend married his design expertise with the
vision of two young partners to create magic with consumers. Hilfiger's partnership with
Zendaya began with a meeting at the Chateau Marmont in Los Angeles several months before
the pair debuted their first collaboration in March at a spring '19 see-now, buy-now show in
Paris. The fashion icon is no stranger to successful partnerships. Since launching his label in
1985, Hilflger has teamed up with stars of every decade.

(Moore, 2022)"When they showed up at Chateau Marmont with their [inspiration] boards, I
started shaking," said Hilfiger. "Because the Seventies were my era [my first store in Elmira,
N.Y.] People's Place was all about this groove. (Zendaya and her stylist originally wanted to
stage the show at Versailles, but got shut down for logistical reasons.) Figure-flattering for all
sizes, belted mini skirts came in denim or oxblood leather (which will carry a bit of a higher
price point), topped with multi-coloured Lurex striped sweaters, silk shirts in a groovy, zodiac-
inspired print, cropped or halter tops. (Unlike the Battle of Versailles models, who famously
had no heat or toilet paper backstage in an attempt at French sabotage, "ours are staying at the
Ritz," Hilfiger quipped.) For evening, Halston-like beaded jumpsuits, and Burrows-like halter
dresses, swirling in Lurex pleats or multi-coloured jersey, which Cleveland used to full
dramatic effect in her signature dance down the runway, were among the even more dressed-
up options inspired by Zendaya's reputation as a "red carpet girl," her stylist said.

Page 35 of 57
 RECENT NEWS
PVH reports strong earnings growth in Q1
Revenue for the first quarter climbed by 2% or by 7% on a constant currency basis for PVH
Corp. to $2.123 billion.Before interest and taxes, the company's earnings were 210 million
dollars, up from 197 million dollars on a GAAP basis and 249 million dollars on a non-GAAP
basis in the same period last year.On a non-GAAP basis, earnings per share were 1.94 dollars,
compared to 1.92 dollars and 1.38 dollars, respectively, in the same quarter last year.The
company's CEO, Stefan Larsson, offered the following statement on the figures: "We are happy
with our first quarter performance, in which we produced strong underlying top-line growth
and exceeded our target. The continued momentum of our broad underlying trends gives us
hope for the future, and we remain optimistic about the rest of the year.
PVH projects negative impact of Ukraine war on outlook
The company added that revenue for the entire year 2022 is anticipated to rise by 1 to 2 percent
or by 6 to 7 percent on a constant currency basis compared to 2021. This reflects a 2 percent
decline brought on by the Heritage Brands transaction and the exit from the Heritage Brands
retail business, as well as a 2 percent decline brought on by the conflict in Ukraine.Earnings
per share on a GAAP basis are expected to be at $9.20, down from $13.25 in 2021, and
operating margin will be around 10%. On a non-GAAP basis, earnings per share are anticipated
to be at $9, down from $10.15 in 2021.
Tommy Hilfiger reveals sustainably centred partnership with Shawn Mendes
The Canadian singer-songwriter Shawn Mendes and the American clothing company Tommy
Hilfiger have launched their "Play it Forward" collaboration.
The focus of the partnership, which debuts with Mendes acting as the brand's face for its
summer 2022 advertising campaign, will be its more environmentally friendly product range.
The artwork features antique and organic cotton clothing, many of which are evocative of
classic Hilfiger designs.
Along with the promotion, Tommy Hilfiger will assist Shawn Mendes on his forthcoming
Wonder: The World Tour by providing assistance. Mendes will wear some specially crafted
Hilfiger pieces constructed from eco-friendly materials. A million dollars will also be donated,
according to the PVH-owned company, to assist lessen the tour's negative environmental
effects.

(india, 2022)

Page 36 of 57
PVH partners with Infinited Fiber Company to drive sustainable product
development
Infinited Fiber Company, a company that develops circular fashion technology, and the
European headquarters of PVH Corp. have established a multi-year agreement.
The agreement is a component of the group's ambition to expand its line of environmentally
friendly items in Europe by using the Infinna textile fibre, initially for Tommy Hilfiger clothing
before expanding to Calvin Klein clothing.
Tommy Hilfiger to launch podcast telling ‘untold stories’ of Black community
The five-part podcast series will emphasise the underappreciated contributions of Black culture
and communities to American fashion and will be released by PVH Corp-owned Tommy
Hilfiger.
The weekly programme, The Invisible Seam: Unsung Stories of Black Culture, was created by
Audacy's Pineapple Street Studios in collaboration with The Fashion and Race Database and
the brand's People's Place Programme.
Tommy Hilfiger launches gaming initiative as it continues its metaverse expansion
Tommy Hilfiger has started a new programme focused on gaming to support game industry
creatives in an effort to advance in the digital space.

Eight carefully selected international gamers from Team Tommy will represent the gaming
industry on various streaming and entertainment channels. The gamers will participate in
weekly livestreams, monthly group broadcasts, and in-person meet-and-greets. Each already
has sizable fan bases.

(india, 2022)

Page 37 of 57
 RESEARCH AND ANALYSIS
OBJECTIVE
• The Primary objective to conduct this research was to
• To know that are the factors that affect customers buying decision while making the
purchase. Understand the consumer brand preference towards apparels
• To know the preferred packaging type by the consumers

RESEARCH METHODOLOGY
OBJECTIVE
• To conduct the survey, a questionnaire was created.
• To get responses from the sample and gather primary data, the questionnaire was made
available as a google form.
• evaluation of the replies given.
• Conclusions were drawn based on the respondents' responses as well as questionnaire
results.
There were two sections to the questionnaire. To determine the participants' demographics, part
one of the survey included personal questions. The second section included study-related
questions. All the participants should find the questions in the questionnaire to be pertinent,
and they shouldn't have any trouble comprehending them. The key components of the survey
were questions about brand awareness and variables influencing customers' purchasing
decisions. We tried to understand many aspects of purchasing in comparison to all the
accessible brands. The information regarding customer buying habits and behaviour was nearly
all captured in this extremely short and concise survey form.
SCOPE OF THE STUDY
The purpose of the study, which was carried out in several regions of Maharashtra, was to
better understand consumer brand preferences and purchasing patterns while also learning
about the consumers' fundamental needs and what they wanted from Tommy Hilfiger. The
study also examined the market's various brands' brand recall and brand awareness.
RESEARCH DESIGN
There were two sections to the questionnaire. To determine the participants' demographics, part
one of the survey included personal questions. The second section included study-related
questions. All the participants should find the questions in the questionnaire to be pertinent,
and they shouldn't have any trouble comprehending them. The key components of the survey
were questions about brand awareness and variables influencing customers' purchasing
decisions. We tried to understand many aspects of purchasing in comparison to all the
accessible brands. The information regarding customer buying habits and behaviour was nearly
all captured in this extremely short and concise survey form.

Page 38 of 57
It is broadly classified into three types as:
• Causal Research Design
• Descriptive Research Design
• Exploratory Research Design

Using a descriptive research design, this study was carried out. A researcher using a descriptive
design is only concerned with outlining the circumstance or case that is the subject of their
investigation. By collecting, examining, and presenting obtained data, it is possible to construct
a theory-based design technique. As a result, a researcher is able to offer explanations for the
objectives and methods of their research. The descriptive design makes it easier for others to
comprehend why the study was necessary. You can carry out exploratory research if the
problem description is ambiguous.
Source of Data
• Primary data- are those that are gathered directly from sources utilising methods like
interviews, questionnaires, etc. A questionnaire was used to gather primary data for this
study.
• Secondary Data: - Secondary data refers to information that is already in the public
domain, meaning it is information that has already been gathered and examined. The
internet has served as the source of the secondary data used in this study.
Tool of data collection-google forms and personal interviews during SIP

SAMPLE DESIGN-
Duration of the study- this study is conducted over a period of 60 days.
Sample Size- For this study, the sample size was 140 individuals.
Sampling method- Sampling method was random sampling to ensure that the data collected so
that the population has an even chance and likelihood of being selected in the sample.
Area of Sample Work- Area of Sampling is Maharashtra.
METHODS & TECHNIQUES OF DATA ANALYSIS
Data analysis is the act of organising and analysing newly received raw data so that it may be
presented in understandable informational forms. Data may be analysed in a variety of ways,
and it is handy and simple to modify the results to support or advance biassed viewpoints or
conclusions. As a result, caution must be used while presenting the studied data and bias must
be avoided at all costs.

Page 39 of 57
Measurements, survey replies, and observations are only a few examples of raw
data's many formats. In such forms, it is overwhelming and impossible to comprehend, much
alone make any conclusions. Raw data is organised for data analysis in a way that makes it
simple to comprehend. To readily understand how many individuals participated in a survey
and how they replied to certain questions, for instance, the results of surveys may be added up.
There may be some trends that emerge during the data organisation process and modelling the
data with the aid of mathematics and other software programmes like Excel and SPSS can help
the researcher present complex data in a meaningful way by representing it in the form of
charts, graphs, and textual write-ups. These kind of data visualisations make it easier for the
audience to quickly comprehend the findings of the study.
Measurements, survey replies, and observations are only a few examples of raw data's many
formats. In such forms, it is overwhelming and impossible to comprehend, much alone make
any conclusions. Raw data is organised for data analysis in a way that makes it simple to
comprehend. To readily understand how many individuals participated in a survey and how
they replied to certain questions, for instance, the results of surveys may be added up.
Process of Data Analysis
After the relevant data has been gathered, the data must next be aggregated in a meaningful
way. Several. Among them are:
1.Objectives must be distinctly specified as the first stage: To get the most value from the
data, the objectives must be unmistakably stated.
2. Asking Questions: After posing the questions, it is time to get the participants' replies from
them.
3. Data Collection: Data collection is the next phase. The data collection has been done via
Google Forms due to unanticipated situations and limitations during the days of the covid
epidemic.
4.Data cleaning: When collecting raw data, it may be done so in a variety of forms and contain
a lot of clutter and erroneous numbers. So that it may be imported by data analysis tools, the
data is cleansed and transformed. Although not particularly exciting, this stage is crucial.
5.Data Analysis: Enter the newly cleaned data into the instruments for data analysis. With the
help of these tools, you may investigate the data, look for trends, and provide what-if scenarios.
You discover results here, and this is the payoff.
Making predictions and drawing conclusions from your data are the next two steps. To achieve
the desired outcomes, it may be necessary to synthesise these findings in a report, a visual, or
both.

Page 40 of 57
 DATA INTERPRETATION

Two demographic groups were surveyed. In the first section, users' names, ages, genders, and
occupations as well as other demographic information about participants was collected. In the
second section, study-related questions were included.
To better understand the shopping habits of each gender individually, the study is split into two
sections, one for each demographic category of males and females.
As a result of data analysis, the following conclusions were made:

Part 1

Page 41 of 57
 Part 2

Q. 1. What is the most influencing feature driving you inside the store? *
Store Exterior Graphics and Signage

Window Display Setting

Outer Glimpse of Store

Kind of Merchandise on display

Brand Name and Logo

Promotional Offering at the entrance ( Sale / Discounts)

70% of males chose brand name and logo and 65% of females chose kind of merchandise on
display
Q 2 What is the most noticed feature inside store display? *

Bold Graphics

Music and Lighting

Mannequin Styling

Creative Product Display

80% males and females chose creative product display

Q 3 You choose to enter in a store because of Attractive Mannequin and Window display? *

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

Page 42 of 57
90% of males chose disagree and 57% of females chose neutral
Q 4 You choose to shop in an outlet with good layout, moving /browsing space and
ambiance? *

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree
85% of males and 90% of females chose strongly agree

Q 5 Exterior Store Signage and graphics compel you to enter a store? *

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree
62% of males chose agree and 74 % of females chose strongly agree

Q 6 Promotional offerings at store entrance is driving force to enter a store? *

Strongly Agree

Agree

Neutral

Page 43 of 57
 Disagree

Strongly Disagree

88% of males and 93% of females chose strongly agree

Q 7 In store lighting and music enhances your shopping experience? *

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

95% of males and females agree

. Q 8 In store Merchandise and Mannequin display promotes impulsive buying? *

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree
57% of males and 61% of females disagree

Q 9 Do you notice price talkers near merchandise and mannequin displayed at the entrance
window while entering the store? *

Strongly Agree

Agree

Page 44 of 57
 Neutral

Disagree

Strongly Disagree
90% of males and 82% of females strongly disagree

Q 10 Do you feel price talkers promote impulse buying? *

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree
60% of males and females selected neutral
Q 11 Do you think in store communication elements like tent cards, banners, floor vinyl,
graphics enhance merchandise display and affect customer purchase decision? *

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree
86% of males and 91% of females chose strongly agree
Q 12 Which 3 out of below according to you is the most effective silent selling tool and has
strongest impact on customer purchase decision? *

Store Exterior Graphics and Signage

Window Display

Kind of Merchandise on display

Brand Name and Logo

Page 45 of 57
 Promotional Offering

Point of Sale Display

Ceiling suspended props and talkers

Display table

Floor Vinyl and in store wall graphics

Lighting , Music and Store Space

Males chose
• Kind of merchandise on display
• Brand name and logo
• Display table
Females chose
• Lighting music and store space
• Brand name and logo
• Point of sale display

Q 13 Are you aware about the three Tommy formats namely, Tommy Hilfiger, Tommy jeans
and Tommy tailored? *

Yes

No
57% males and 61% knew about the 3
Q 14. How do you rate Tommy Hilfiger Visual Merchandising? *

Excellent

Good

Can be improved
81% males and 95% females chose excellent
Q 15 What do you think should be improved in Tommy stores? *

Window display

Mannequin styling

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 Footwear display

Apparel display technique

Denim display Area

Denim display area and footwear display

Q 16. Who do you think is direct Competitor of Tommy Hilfiger in terms of Window and
Merchandise display? *

lacoste

Raymond

Being human

United colors of benetton

Jack & Jones

Maximum people chose jack and jones

Page 47 of 57
 CONCLUSION AND OBSERVATION
From the findings of the research, it can be concluded that Customer experience is key in the
modern retail environment. Customers visits business more for the experience of purchasing
the goods than for the things themselves. Visual merchandising plays an important role in the
store. It improves the aesthetics of store locations for patrons, luring them inside and promoting
impulse purchases. Customers' shift to internet shopping has resulted in a decrease in the retail
sector in recent years. This has increased the necessity of using visual merchandising
techniques to boost in-store traffic and retail sales. Visual merchandising motivates customers
to make purchases from your shop. This will boost sales and encourage repeat business. The
appearance, feel, and culture of your brand and business are the key components of visual
merchandising. If done properly, it will contribute to boosting your customers' brand loyalty.
Window displays, floor displays, in-store mannequins, and promotional signage are the four
components of visual merchandising. Of these, in-store mannequins have the greatest potential
to influence customers' impulse purchases. The modern way of life need more eye-catching
and captivating visual merchandising elements in order to increase impulsive purchases and
boost revenue.
RECOMMENDATION
The influence of visual merchandising on customers' impulsive purchasing behaviour in
shopping malls is examined in the current study. According to the study, visual merchandising
influences customers' spontaneous purchases. It is advised that management at Tommy
Hilfiger,Linking road to pay attention to all types of visual merchandising, including window
displays, floor merchandising, in-store mannequins, and promotional signage, in order to
increase the likelihood that customers will purchase products due to visual impulse and thereby
boost mall sales.
Because females are more strongly impacted by visual merchandising and more inclined to
spend time shopping, the businesses that receive the majority of female customers are more
appealing in how they offer their items.

Page 48 of 57
 LEARNING EXPERIENCES

During the tenure of this internship, I got to perform B2C sales in the field which posed a new
challenge every day and at every other outlet. The journey Tommy Hilfiger, Linking road was
a very new experience to me.at the beginning of my internship I was very naïve but after 2
months I developed confidence, communication skills, team management and leadership
qualities. I was one of the highest sales person who brought 16.3 lacs of business.
here's a list of the top seven things I learned from doing an internship.
How can I use what I know and what I've learned
My knowledge of business and marketing theories was transformed into a variety of useful
techniques and skills that I can now apply in actual business situations, all thanks to my
internship, which ranged from conducting extensive competitor analysis research to creating a
marketing and communication plan.
The benefits of networking
I gained communication skills and relationship-building experience throughout my internship.
I gained information on how to ask questions and get a better understanding of businesses—
not just those in the co-working space, but also those in the market—as well as how to introduce
myself and discuss my interests, expertise, and abilities with customers. Overall, this procedure
assisted me in expanding my professional network and emphasised how crucial it is to establish
these ties.
recognising organisational culture
Every firm or organisation has its own culture, and I've discovered that culture affects
communication. It's important to watch others to see how they connect with coworkers, engage
in projects with them, and support them with duties. I immediately discovered that it's okay to
ask for explanation anytime anything is confusing to me or something I don't understand.
The advantages of incorporating input
It is crucial to request and receive expert opinion. To advance and succeed in your work, it is
crucial to make note of both the positive and negative aspects of the experience. I discovered
that even though it might be challenging to hear or ask for comments, doing so will have a big
influence on your life and career moving forward.

Page 49 of 57
Basic Details
Part 1
Please provide us with your basic details-
* Required
1. Gender *
Mark only one
Male
Female
2. Age Group *
Mark only one.
15-20
20-30
30-40
40 and above
3.Occupation *
Mark only one.
Businessman
Govt. Employee
Private Employee
Student
Home Maker
Others

Page 50 of 57
Part 2
Q. 1. What is the most influencing feature driving you inside the store? *
Store Exterior Graphics and Signage

Window Display Setting

Outer Glimpse of Store

Kind of Merchandise on display

Brand Name and Logo

Promotional Offering at the entrance ( Sale / Discounts)

Q.2 What is the most noticed feature inside store display? *

Bold Graphics

Music and Lighting

Mannequin Styling

Creative Product Display

Q.3.You choose to enter in a store because of Attractive Mannequin and Window

display? *

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

Page 51 of 57
Q.4 You choose to shop in an outlet with good layout, moving /browsing space
and ambiance? *

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

Q.5.Exterior Store Signage and graphics compel you to enter a store? *

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

Q.6.Promotional offerings at store entrance is driving force to enter a store? *

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

Q.7.In store lighting and music enhances your shopping experience? *

Strongly Agree

Agree

Page 52 of 57
 Neutral

Disagree

Strongly Disagree

Q.8. In store Merchandise and Mannequin display promotes impulsive buying? *

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

Q.9.Do you notice price talkers near merchandise and mannequin displayed at the
entrance window while entering the store? *

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

Q.10.Do you feel price talkers promote impulse buying? *

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

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Q.11. Do you think in store communication elements like tent cards, banners,
floor vinyl, graphics enhance merchandise display and affect customer purchase
decision? *

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree
Q.12. Which 3 out of below according to you is the most effective silent selling tool and
has strongest impact on customer purchase decision? *

Store Exterior Graphics and Signage

Window Display

Kind of Merchandise on display

Brand Name and Logo

Promotional Offering

Point of Sale Display

Ceiling suspended props and talkers

Display table

Floor Vinyl and in store wall graphics

Lighting , Music and Store Space

Q.13.Are you aware about the three Tommy formats namely, Tommy Hilfiger, Tommy
jeans and Tommy tailored? *

Yes

No
Q.14..How do you rate Tommy Hilfiger Visual Merchandising? *

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 Excellent

Good

Can be improved
Q.15.What do you think should be improved in Tommy stores? *

Window display

Mannequin styling

Footwear display

Apparel display technique

Denim display Area

Q.16. Who do you think is direct Competitor of Tommy Hilfiger in terms of Window and
Merchandise display? *

lacoste

Raymond

Being human

United colors of benetton

Jack & Jones

Page 55 of 57
 BIBLIOGRAPHY

References
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Chaitanya Mahaprabhu Seth, 2022. Chaitanya Mahaprabhu Seth,. [Online]

Available at: https://metsearch.net/

Charney, N. H., 2022. Charney, Nicolas H.. [Online]

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david, 2022. david. [Online]

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Available at: https://metsearch.net/

Hitesh Bhasin, 2022. Hitesh Bhasin. [Online]

Available at: https://440industries.com/tommy-hilfiger-history-case-study-the-success-story/

india, t. o., 2022. https://timesofindia.indiatimes.com/topic/tommy-hilfiger. [Online]

Available at: https://timesofindia.indiatimes.com/topic/tommy-hilfiger

Lin, J. E., 2022. Jenny Egnér Lin. [Online]

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Moore, B., 2022. Booth Moore. [Online]

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owler inc, 2022. owler inc. [Online]

Available at: https://www.owler.com/company/tommy/competitors

Sadun, R., 2022. Raffaella Sadun. [Online]

Available at: https://embapro.com/frontpage/pestelcase/17700-hilfiger-tommy

Taylor, A. D., 2022. Adam D. Taylor. [Online]

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Tommy hilfiger, 2022. Tommy hilfiger. [Online]

Available at: https://global.tommy.com/

Vaibhav, A., 2022. Akarsh Vaibhav. [Online]

Available at: https://cfda.com/members/profile/tommy-hilfiger-2

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