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Tommy Hilfiger talks brand's success

FashionBy Sunday World
Tommy Hilfiger talks brand's success

Tommy Hilfiger felt honoured to receive an award at the World Retail Congress.

The American designer, known for his preppy looks, has been in the fashion industry since the late ‘60s and founded his eponymous label in 1985. His clothes now sell in 115 countries, with models of the moment Lucky Blue Smith and Hailey Baldwin appearing in the latest campaigns.

On Wednesday (13Apr16), Tommy took part in a talk for the 10th World Retail Congress, held in Dubai’s Madinat Jumeirah, and he was bestowed with an award for his time in the business.

“I’m honoured to be receiving the award on behalf of my team, because they made it all happen, they’re amazing." he gushed to thenational.ae. “The retail industry is going through a major change right now. It’s never going to be the same again, with e-commerce and social media. The consumer is demanding immediacy and wants instant gratification. They don’t want to see clothes on a runway, then find them in stores six months later. So, in September we will do a fashion show called buy-now-wear-now."

The 65-year-old designer still runs his brand, but admits he has no problem with someone else taking over one day.

He puts the success of his clothes down to the core DNA that runs through all of the designs.

“We established a language and a signature early on and they will both continue." he explained. “Although we may be a bit more modern one season or a bit more vintage another – we’re still niche and we know we have a lot of sporty clothes that are fun and sell well worldwide. This is a brand with a personality of its own."

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