TH Playbook Final 2024

1
Brand
Playbook
© 2024 TOMMY HILFIGER V1: 2024 2
“Welcome to the first edition of our new and ever-
evolving Brand Playbook. In the following pages, we
assemble some of the key ideas, principles and
creative elements that make Tommy Hilfiger one of the
world’s most iconic, admired and recognized brands.
Whether you are a member of our incredible Tommy

Team or an external partner that can influence how
our brand is expressed, we hope this playbook
supports your efforts with additional clarity,
consistency and confidence. After almost 40 years of
doing it, I hope you find as much fun and excitement
in building this great American brand as I still do.”
© 2024 TOMMY HILFIGER BRAND PLAYBOOK INTRODUCTION 3

Table of Who We Are
Our Consumers
05
24
Contents Our Products 31
Our World 58
Tommy Jeans 75
Summary 93
Contact Info. 95
© 2024 TOMMY HILFIGER BRAND PLAYBOOK TABLE OF CONTENTS 4

Who We Are
Our Consumer
Our Products
Our World
Tommy Jeans
Summary
Contact Info.
Who We Are
© 2024 TOMMY HILFIGER BRAND PLAYBOOK 5
“Today we continue our relentless pursuit of writing new rules for
American fashion and culture. Driven by people, places and ideas, we
are able to stay relevant by investing in the best talent, who are defining
what’s next. We have always fostered a space for freedom, aspiration
and personal growth. Together, we will continue to deliver iconic style
which is recognised the world over as Classic American Cool.”
WHO WE ARE 6
© 2024 TOMMY HILFIGER BRAND PLAYBOOK WHO WE ARE 6
Our Positioning

We
Are
© 2024 TOMMY HILFIGER BRAND PLAYBOOK WHO WE ARE: OUR POSITIONING 8
Classic
American
Cool
Classic Relaxed, timeless clothes that feel lived in.
Icons of the American wardrobe, reinvented for today.

American
Energetic, entrepreneurial, fun, colorful and inclusive,
our brand is the personification of the American spirit.

Confident style for any time, place or occasion.
Worn by the most exciting people shaping culture today.
© 2024 TOMMY HILFIGER

Cool
BRAND PLAYBOOK WHO WE ARE: OUR POSITIONING 14
Our DNA

Our DNA is anchored in the
values represented by the American
spirit which remains universal and
relevant throughout the world.
© 2024 TOMMY HILFIGER BRAND PLAYBOOK WHO WE ARE: OUR DNA 17

Classics We draw from the codes of
Made classic American style, remixing

them with modern ideas to
create desire for our products.
Modern
Forever
The steadfast belief that anything
Optimistic
is possible and finding the path to
progress is unlocked with one’s
own spirited optimism.

Always
Together
We make accessible luxury for all,
valuing trust, inclusivity and co-
creation. As a brand we are open,
approachable and welcoming.

Consistently
Confident
We have confidence and clarity in who
we are, communicating in pioneering
ways that bring new dimensions and
audiences to the brand.

With self-determination and
a confident style, we believe
anyone can unlock their path
to progress and success.
Dream
Differently

“I’ve always seen my brand as the quintessential
American Dream. Secretly, in the back of my mind,
I envisioned this whole thing when I was eighteen,
and now it’s all come true and beyond.”

Who We Are
Our Consumer
Our Products
Our World
Tommy Jeans
Summary
Contact Info.
Our Consumers
“I’ve always considered fashion to be a universal
cultural language, and I use it to deliver something
unexpected and exciting; that’s what drives me.
As a brand, we strive to be a constant reflection of
our global communities’ lives and values.”
© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR CONSUMERS 25

Across every part of the business,
we’re always thinking about what
our consumer truly desires.

OUR CONSUMERS
Self-assured and confident, she is

driven to create a wardrobe of
elevated lasting pieces that support
the practicalities of her daily life.
Masspirational young professionals They go for a mix of versatile

Confident women and statement pieces in great
Late 20s to early 30s quality and fit with the right
Bullseye: 29 year olds balance of comfort.
© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR CONSUMERS: WOMEN 28

Men
Self-assured and steadfast, he
values simple, classic style made
modern and relevant for today.
Masspirational young professionals Comfort and versatility are key,

Confident men favoring essentials that they can
Late 20s to early 30s dress up or down easily.
Bullseye: 29 year olds
© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR CONSUMERS: MEN 30

Who We Are
Our Consumer
Our Products
Our World
Tommy Jeans
Summary
Contact Info.
Our Products
“Maybe it’s the small-town boy in me,
but I always loved the prep-school
look, traditional Ivy League, and the
clothes that sailors and jocks wear. I
wanted to take these familiar old things
and give them a more laid back attitude,
to make them modern and cool.”
© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR PRODUCTS 32

Timeless themes continuously
influence our designs and collections.
© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR PRODUCTS: THEMES 33

Today, Prep has been adopted
globally as classic American style—
we work every season to reinterpret
fresh and modern takes.
Prep
Heritage Clothes that are continuously
reborn and reimagined from our
almost 40 years of ideas, items
and inspirations.
COMMUNICATION
STORY
The laid-back sporty feeling
of the boating lifestyle has
long been a source of
inspiration to the brand.
Apparel evokes the rush of
fresh air, blue skies, sandy
beaches and wide, open seas.
Nautical
© 2024 TOMMY HILFIGER BRAND PLAYBOOK
COMMUNICATION
STORY
OUR PRODUCTS: THEMES 36
A rich tapestry of iconic heritage
styles emblematic of freedom and
authenticity. Key tenets— denim,
Western, Ivy League, and sportswear
are all inseparable from our brand.
Americana
We keep an unmissable focus on
the Tommy icons we’re famous for.
© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR PRODUCTS: THE ICONS 38

Creative in spirit and playful in intent,
we pioneered a niche by rethinking
the definition of Classic American
Cool. We gave preppy a point of view
by transforming, deconstructing and
reconstituting the classics. Today, it
continues to hold cultural relevance
as a vehicle for empowerment, self-
expression and a signifier of success.
PRODUCT
OUR PRODUCTS: THE ICONS 39
The Icons
We design our icons with purpose and relentless attention to
quality and detail. We consistently prioritize their fabrics, fit,
inspiration and their value to our consumer. And through
elements of surprise, we continue to make these classics look
fresh, exciting and effortless.

1.
The Flag
Polo
Sporty in spirit, the polo's function has
evolved over the years and today feels at
home at work, play and beyond.

2.
The Polo
Dress
From shirt to dress, the iconic Tommy polo reminds
us of its seasonless versatility, worn as a statement
piece or layered with light outerwear.

3.
The Oxford
Even though it's 100 years old, a cotton
button down is the cornerstone of every
successful contemporary wardrobe.

4.
The Cable
Knit Sweater
The fusion of classic and comfort— a forever
icon, stylishly elevating for any occasion.

5.
The Chino
The ultimate versatile pant, no matter
your vocation, situation or inclination.

6.
The Jean
We view denim as an established way of life. There
is possibly no essential more important than the
classic five pocket jean. It will never go out of style.

7.
The Ivy
Jacket
A sartorial emblem of sophistication, blending
classic prep style with distinguished attitude—
a staple when dressing up or down.

8.
The Trench
Coat
A foundational outerwear piece that
embodies both sartorial sensibility with
a refined but casual elegance.

9.
The Navy
Blue Blazer
Over jeans, shorts, skirts or even sweatpants, our
classic blue blazer adds sartorial distinction and
preppy codes to everyday dressing.

10.
The
Sweatshirt
Beloved by young and old, this iconic style has
influences from workwear to streetwear.
A necessity in any modern American wardrobe.

11.
The T-Shirt
Despite its continued evolution with different cuts,
colors, styles and branding, there may be no better
item that is equally democratic and revered.

12.
The Sneaker
Just the right amount of effort for effortless style.
A Tommy shoe that perfectly complements
everything from denim to chinos.

13.
The
Monoplay
Tote
New color palettes in monogram on a classic tote bag
with leather trims that marries tradition with modernity.

Always styled with a cool,
relaxed sophistication and
a few unexpected details.
© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR PRODUCTS: STYLING 54

The Flag Stripes Layers Patterns Silhouettes Details Versatile Elevated
© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR PRODUCTS: STYLING 55
And our full global lifestyle
offering allows us to expand our
reach, awareness and business.
© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR PRODUCTS: LIFESTYLE OFFERING 56

With more than 20 product licensees globally
and almost 50 licensed product categories,
we offer a full lifestyle experience across men’s,
women's and children's sportswear, denim,
accessories, footwear, fragrances, eyewear,
watches and home furnishings.
PLAYBOOK
© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR PRODUCTS: LIFESTYLE OFFERING 57
Who We Are
Our Consumer
Our Products
Our World
Tommy Jeans
Summary
Contact Info.
Our World
“Fun, optimistic, carefree, spirited, healthy,
wholesome, all-American, upbeat and positive,
the total opposite of what the competition stood for.
That’s the Tommy Twist.”
© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR WORLD 59

When creating and publishing
content to express the brand,
we consider the following.

Lifestyle
Our creative expression is
always anchored in the idea
of living the dream. We
consistently bring together
our classic American cool
product in an aspirational,
inclusive, and original way.

Image
Elevated, effortless and epic. Uplifting, subtly
playful, effortless and distinctively Tommy. Images
and films invite the viewer into our authentic and
aspirational life. They are considered, feel polished
and are never staged with a spontaneity and spirit
captured in a contemporary way.
COMMUNICATION
STORY
While the backdrop for our images and
creative communication can change
seasonally, we continuously look to the
distinguishing locations, with
understood symbols and signifiers of
success, that immediately represent an
Iconic American lifestyle.
Location
COMMUNICATION
STORY
OUR WORLD 63
Tapping into F.A.M.E.S. as a constant
source of energy and inspiration.

F.A.M.E.S.
“Fashion, Art, Music, Entertainment, Sports

— pop culture moves the needle of society.”
© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR WORLD: F.A.M.E.S. 65

Fashion has always been the foundation for Tommy’s passion, creative
spirit and entrepreneurial pursuits. Since the brand’s beginning, we have
helped discover, support and partner with the biggest names in the
industry— from creatives to supermodels and influencers that keep
fashion moving forward.

Beginning with Tommy’s interest in Art and personal
collection including works from Andy Warhol, Jean-
Michel Basquiat, and Keith Haring, the brand has
consistently blurred the lines between the art and
fashion worlds. Collaborations, such as the
experiential TOMMYNOW show in 2017, continue
to give global and local artists a platform to shape
not only their talent, but the Tommy Hilfiger brand.

True story: People’s Place, Tommy’s
first store, also sold tickets for rock
concerts. The brand has always had
a connection to music, from Tommy’s
own passion to artists from a variety
of genres adopting the brand. We
want music to live the dream and we
celebrate the musicians who create it.

As the definition of entertainment continues
to expand, we understand the importance
of being in and around where pop culture
happens. In addition to partnering with the
entertainers shaping culture today, we
embrace our role in presenting the brand in
new, innovative and entertaining ways.

Sport’s influence on the brand dates back to Tommy’s
childhood and his early obsession with its uniforms
and design codes. From sponsoring events to
dressing and collaborating with world-class athletes,
we continue to invest in the people, organizations
and ideas driving the future of global sport.

Our tone of voice, and how we
speak as a brand, echoes our
values and character.
© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR WORLD: TONE OF VOICE 71

It’s a conversation, written as we speak.
We write in clear, relatable language.
We write inclusively, to reach everyone.
We keep it brief, to keep it fresh.
We write in the positive; think “and,” not “but”.
We write with warmth and humanity.
We translate culturally as well as literally.
We write honestly.
© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR WORLD: TONE OF VOICE 72
And to guide decisions, we are clear
on what our brand is and isn’t.

WE ARE WE AREN’T
Aspirational Exclusive
Confident Provocative
Optimistic Ironic
Energetic Cliché
Stylish Styled
Authentic Staged
Preppy Pretentious
Who We Are
Our Consumer
Our Products
Our World
Tommy Jeans
Summary
Contact Info.
Tommy Jeans
“Tommy Jeans is the youthful extension of our
brand inspired by preppy, sporty and cool.”
© 2024 TOMMY HILFIGER BRAND PLAYBOOK TOMMY JEANS 76

One brand with one starting point
and core brand positioning, Tommy
Jeans is the brand extension to talk
to younger consumers…
© 2024 TOMMY HILFIGER BRAND PLAYBOOK TOMMY JEANS: OUR POSITIONING 77

• Cultural credentials (Youth culture)
• License to push boundaries and capture youth
Tommy Tommy
Hilfiger CORE POSITIONING
Jeans
Tommy Hilfiger pioneers American Classic Tommy Jeans’ Classic American Cool
Classics made relevant for modern is expressed with more attitude and to
consumers. Aspirational and
tapped into popular culture.
American a younger audience. A vibrant
lifestyle brand representing youth
Cool culture at its best.
Target: Brought closer together in Target:

• Masspirational Young order to benefit from each • Masspirational High School and
Professionals other’s strengths, creating College Students
• Age range: Late 20s to 30s • Age range: 14-17 and 18-24 yo
synergy and alignment.
• Center of gravity:29/30 yo • Center of gravity:19/20 yo)
• Heritage credentials (Modern American Classics)

• Product strength, quality association
© 2023 TOMMY HILFIGER PLAYBOOK APPENDIX 78

…expressed in two ways to appeal
to a wide consumer base from the
youth to the youthful spirit…

CORE POSITIONING
Classic
American
Cool
Brought closer together in
order to benefit from each
other’s strengths, creating
synergy and alignment.

…with a Tommy attitude and spirit
representative of a contemporary
denim brand today.
© 2024 TOMMY HILFIGER BRAND PLAYBOOK TOMMY JEANS: OUR ATTITUDE & SPIRIT 81
We are jeans.
Denim is what we do.
High quality fabrics, fits for
today’s youth and styled for
collegiate and urban life.
We are
From jeans to rugby shirts to
polos, the Tommy classics are
reimagined for our younger
audience with modern and
timeless playful interpretations.
classics.
We are belonging.
Tommy Jeans brings together
shared communities that thrive
as both individuals and within
their close-knit groups.
Whether Tommy Hilfiger or
Tommy Jeans, our positioning
and how we consistently
show up remains the same.
We are red, white & blue.

Always and forever.
We are Classic
American
Cool.
We tap into
F.A.M.E.S.
But always in a way that’s
relevant and authentic
to emerging youth culture.
Entertainment
Fashion
Music
Sport
Art
Always serving as the brand
extension that can effectively
talk to younger consumers.
© 2024 TOMMY HILFIGER BRAND PLAYBOOK TOMMY JEANS: OUR CONSUMERS 89

Women Youthful, casual and experimental,
they use fashion to express their
personality and creativity.
Masspirational high school They put their own stamp on trends
and college students and mix & match various styles.
14-24 years old

Confident, casual and on trend,
they appreciate functional,
comfortable pieces with an edge.
Masspirational high school Their looks are often sport inspired.

and college students They follow trends but without
14-24 years old compromising on comfort.
Men
POSITIONING LIFESTYLE IMAGE
Classic American Cool Together with friends Groups with authentic interaction
Red, White & Blue Shared communities of interest Natural moments with a commercial appeal
Iconic American Lifestyle Young and aspirational Desirable product focus
LOCATION TALENT PRODUCTS
Outerwear
Outdoors
Shirts
Parks Young
T-Shirts
School campuses Influential Heavyweight Knits
Urban environments Culture shaping Dresses
Natural social settings Social Creators Denim
PRODUCT
© 2024 TOMMY HILFIGER BRAND PLAYBOOK TOMMY JEANS: OVERVIEW 92
Who We Are
Our Consumer
Our Products
Our World
Tommy Jeans
Summary
Contact Info.
Summary
Playbook Summary Who We Are Our Positioning Our DNA
A round up of all the key
and useful information.
From the beginning, we
have been relentless in our Classic • Classics Made
Modern
pursuit of writing new rules
for American fashion and
American • Forever Optimistic
• Always Together
culture. Cool • Consistently Confident
• Dream Differently
Our Consumer Our Products Our World Tommy Jeans

• Masspirational young Themes Lifestyle Positioning
professionals Prep. Heritage. Nautical. Live the dream. Aspirational. Same as TH: Classic American Cool
Americana. Inclusive. Consumer

• Late 20s to early 30s
Icons Image Masspirational high school
• Bullseye: 29 year olds
• Flag Polo • Trench Coat and college students
Elevated. Effortless. Energetic. Epic.
• Polo Dress • Navy Blue World
• Oxford Blazer Location With friends. Outside. Aspirational lifestyle.
• Cable Sweater • Sweatshirt
• Chino • T-Shirt Iconic American lifestyle
Products
• Jean • Sneaker Denim. Outerwear. Shirts. Knits. Dresses.
• Ivy Jacket • Monoplay Tote SUMMARY
© 2024 TOMMY HILFIGER BRAND PLAYBOOK SUMMARY 94
Who We Are
Our Consumer
Our Products
Our World
Tommy Jeans
Summary
Contact Info.
Contact Info.
For additional information or questions related to anything within
this playbook, please find the appropriate contacts below:
Farrah Almira
Sr. Manager Brand Guardianship
farrahalmira@pvh.com
Clarence Ceniza
Director, Global Marketing Strategy & Planning
clarence.ceniza@tommy.com

© 2024 TOMMY HILFIGER BRAND PLAYBOOK CONTACT INFO. 96
97

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1

Whether you are a member of our incredible Tommy

© 2024 TOMMY HILFIGER BRAND PLAYBOOK INTRODUCTION 3

© 2024 TOMMY HILFIGER BRAND PLAYBOOK TABLE OF CONTENTS 4

© 2024 TOMMY HILFIGER BRAND PLAYBOOK WHO WE ARE 7

© 2024 TOMMY HILFIGER BRAND PLAYBOOK WHO WE ARE: OUR POSITIONING 10

© 2024 TOMMY HILFIGER BRAND PLAYBOOK WHO WE ARE: OUR POSITIONING 12

© 2024 TOMMY HILFIGER

© 2024 TOMMY HILFIGER BRAND PLAYBOOK WHO WE ARE 16

© 2024 TOMMY HILFIGER BRAND PLAYBOOK WHO WE ARE: OUR DNA 17

Made classic American style, remixing

© 2024 TOMMY HILFIGER BRAND PLAYBOOK WHO WE ARE: OUR DNA 19

© 2024 TOMMY HILFIGER BRAND PLAYBOOK WHO WE ARE: OUR DNA 20

© 2024 TOMMY HILFIGER BRAND PLAYBOOK WHO WE ARE: OUR DNA 21

© 2024 TOMMY HILFIGER BRAND PLAYBOOK WHO WE ARE: OUR DNA 22

© 2024 TOMMY HILFIGER BRAND PLAYBOOK WHO WE ARE: OUR DNA 23

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR CONSUMERS 25

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR CONSUMERS 26

Self-assured and confident, she is

Masspirational young professionals They go for a mix of versatile

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR CONSUMERS: WOMEN 28

Masspirational young professionals Comfort and versatility are key,

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR CONSUMERS: MEN 30

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR PRODUCTS 32

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR PRODUCTS: THEMES 33

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR PRODUCTS: THE ICONS 38

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR PRODUCTS: THE ICONS 40

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR PRODUCTS: THE ICONS 41

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR PRODUCTS: THE ICONS 42

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR PRODUCTS: THE ICONS 43

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR PRODUCTS: THE ICONS 44

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR PRODUCTS: THE ICONS 45

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR PRODUCTS: THE ICONS 46

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR PRODUCTS: THE ICONS 47

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR PRODUCTS: THE ICONS 48

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR PRODUCTS: THE ICONS 49

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR PRODUCTS: THE ICONS 50

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR PRODUCTS: THE ICONS 51

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR PRODUCTS: THE ICONS 52

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR PRODUCTS: THE ICONS 53

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR PRODUCTS: STYLING 54

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR PRODUCTS: LIFESTYLE OFFERING 56

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR WORLD 59

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR WORLD 60

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR WORLD 61

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR WORLD 64

“Fashion, Art, Music, Entertainment, Sports

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR WORLD: F.A.M.E.S. 65

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR WORLD: F.A.M.E.S. 66

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR WORLD: F.A.M.E.S. 67

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR WORLD: F.A.M.E.S. 68

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR WORLD: F.A.M.E.S. 69

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR WORLD: F.A.M.E.S. 70

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR WORLD: TONE OF VOICE 71

© 2024 TOMMY HILFIGER BRAND PLAYBOOK OUR WORLD 73

© 2024 TOMMY HILFIGER BRAND PLAYBOOK TOMMY JEANS 76

© 2024 TOMMY HILFIGER BRAND PLAYBOOK TOMMY JEANS: OUR POSITIONING 77

Target: Brought closer together in Target:

• Heritage credentials (Modern American Classics)

© 2023 TOMMY HILFIGER PLAYBOOK APPENDIX 78

© 2024 TOMMY HILFIGER BRAND PLAYBOOK TOMMY JEANS: OUR POSITIONING 79

© 2023 TOMMY HILFIGER PLAYBOOK APPENDIX 80

timeless playful interpretations.