MARKET its most directional styles for women, blending the school student in 1969, when he opened a With a brand portfolio that includes Tommy brand’s Americana heritage with contemporary small chain of stores called People’s Place with Hilfger and Hilfger Denim, Tommy Hilfger is one infuences. The collection includes designs that just $150. His goal was to bring “cool big city of the world’s most recognised premium designer premiere on the runway during New York Fashion styles” from New York to his friends in their lifestyle groups. Its focus is designing and marketing Week, in addition to accessibly-priced pre- small town in upstate New York. Hilfger soon high-quality men’s tailored clothing and sportswear, collections.Hilfger Collection is manufactured in began designing for the boutiques he had always women’s collection apparel and sportswear, Italy with luxurious premium quality textiles, admired, and in 1979 he moved to New York City kidswear, denim collections, underwear (including Tommy Hilfger Tailored – This line integrates to pursue a career as a full-time fashion designer. robes, sleepwear and loungewear), footwear a sharp, sophisticated style with the brand’s There, he caught the eye of Mohan Murjani, a and accessories. Through select licensees, Tommy American menswear heritage. From structured businessman who was looking to launch a line Hilfger offers complementary lifestyle products suiting to casual weekend wear, classics are of men’s clothing and believed that Hilfger’s such as eyewear, watches, fragrance, athletic modernised with precision ft, premium fabrics, entrepreneurial background gave him the unique apparel (golf and swim), socks, small leather goods, updated cuts, rich colors and luxe details executed ability to approach men’s fashion in a new way. home goods and luggage. The Hilfger Denim with the brand’s signature twist. With Murjani’s support, Hilfger introduced his product line consists of jeanswear and footwear frst signature collection in 1985 by modernising for men and women, accessories, and fragrance. ACHIEVEMENTS button-down shirts, chinos, and other time- Merchandise under the Tommy Hilfger and Around the world the Hilfger brands has honored classics with updated fts and details. The Hilfger Denim brands is available to consumers garnered many accolades over the years and relaxed, youthful attitude of his frst designs has worldwide through an extensive network of regionally the highlights of the recognition has remained a distinctive hallmark throughout all of Tommy Hilfger and Hilfger Denim retail stores, been: Hilfger’s subsequent collections. leading specialty and department stores, select l DSES awarded Tommy Hilfger Best Service For 30 years, Tommy Hilfger has brought “classic online retailers, and at tommy.com Performance Brand in 2008. American cool” apparel to consumers around the The core line, Tommy Hilfger, embodies l DSES awarded Tommy Hilfger Mall of the world. His designs give time-honoured classics a the brand’s classic American cool spirit with a Emirates Best Service Performance Outlet in 2008. fresh look, and his discerning taste has provided broad selection of designs across more than 25 l Tommy Hilfger has been awarded Super Brand the foundation for the growth of a global brand. categories, including men’s, women’s and kid’s status since 2009. Under Hilfger’s guidance, vision and leadership sportswear, footwear and accessories. With a focus l Mall of the Emirates awarded Tommy Hilfger as principal designer, the Tommy Hilfger Group on a 25 to 40 year-old consumer, Tommy Hilfger the Best Large Fashion store in 2011. has become one of very few globally-recognised is internationally recognised for celebrating the l Tommy Hilfger won the Retail ME - Most designer brands offering a wide range of essence of classic American style with a fresh, Admired International Retailer of the Year 2012. American-inspired apparel and accessories. modern twist inspired by Hilfger’s love of pop l Tommy Hilfger won the Retail ME - Most culture – from fashion, art and music to sports Admired Retailer of the Year 2013 PRODUCTS and entertainment. l Tommy Hilfger won the Retail ME Most The “See Now, Buy Now” movement hits the Hilfger Denim – This line is inspired by Admired Children’s wear Retailer of the Year 2013. beach and Tommy Hilfger are giving instant American denim classics with a modern edge l Tommy Hilfger won the Retail ME - Most access to their Spring 2017 Hilfger Collection that is more casual than theTommy Hilfger label. Admired Retailer of the Year 2016. (Premium) and TommyXGigi capsule. They were inspired Targeting the 18 to 30 year-old denim-oriented l Tommy Hilfger won the Grazia Qatar Fashion by California - the youthful attitude, the laidback consumer, the line focuses on premium denim Moment of the Year 2016 for TommyxGigi. lifestyle, and the spirit of festivals where music separates, footwear, bags, accessories, eyewear and style collide with Hilfger's own pop culture and fragrance. HISTORY heritage. Their take is a greatest hits of Americana Hilfger Collection – This line is the pinnacle of Born the second of nine children in Elmira, New with lots of denim, nods to western culture and the Tommy Hilfger product offering and features York, Hilfger’s career in fashion began as a high patches to make things personal. As the sun goes down celebrate the ultimate fashion festival and the freedom to mix things up in a way that makes you feel great. Welcome to TOMMYLAND . TOMMYNOW marked the global launch of the Spring 2017 TommyXGigi collection, the second collaboration with supermodel Gigi Hadid, who opened the show in a look from the capsule. Gigi is the global ambassador for Tommy Hilfger women’s, including apparel, footwear, accessories, sunglasses, watches and fragrance. The TommyXGigi collection celebrates her relaxed, West Coast aesthetic fused with Hilfger’s signature East Coast heritage. The TOMMYNOW runway also included looks from Spring 2017 Hilfger Collection, the pinnacle of the women’s product offering. TOMMYLAND Inspired by the ultimate West Coast music and arts festival, over 3,000 guests - including 2,000 consumers and 1,000 press, buyers, VIPs and industry infuencers – were invited to enjoy inspiring, unexpected fashion experiences. Guests had the chance to shop Tommy Vintage by Frankie Collective, get a taste of local

128 the TOMMYNOW runway. Consumers can use Hilfger stores worldwide as the exhibit travels to the custom branded TOMMYLAND SNAP:SHOP new cities. app designed in partnership with top visual search “It’s been an amazing journey working with the technology developer, Slyce, to shop from photos Rolling Stones since we frst sponsored their tour of 3D moving images, such as models walking the in 1999, and it’s an honour to be here in London runway or product in store, or 2D images such as with them to support EXHIBITIONISM as the ad placements and editorial shots. exhibit’s offcial apparel sponsor,” said Tommy With rapid increases in image search queries Hilfger. “Music has always been one of my biggest and over three billion photos shared on mobile sources of inspiration, and EXHIBITIONISM is an apps every day, image recognition commerce has incredible retrospective of one of the greatest incredible potential to change how consumers rock bands of all time.” search and shop for the looks they love. The Rolling Stones said: “In curating All Spring 2017 runway looks are available to EXHIBITIONISM we opened our archives purchase through the brand’s global wholesale and looked back through all our best artifacts network and own retail channels, tommy.com, and memorabilia – it reminded us of what an social media content and shoppable live stream. incredible journey we’ve had.” The OnDemand version of the live stream Guests were invited to tour the exhibition features commentary from global style infuencers before joining a red carpet cocktail reception. who curated their favorite looks in exclusive EXHIBITIONISM explores the musical heritage segments that bring their unique perspective to that took the Rolling Stones from a London consumers shopping the show. blues band in the early 1960s to a global cultural phenomenon. It features over 500 rare and RECENT DEVELOPMENTS original Rolling Stones’ artifacts, ranging from Tommy Hilfger has 45 standalone stores in GCC, never-before-seen dressing room paraphernalia the latest one was opened in Doha Festival City to instruments, iconic costumes, poster and album in Qatar. artwork, personal diaries, rare audio tracks and unique video footage. PROMOTION Tommy Hilfger is actively involved in digital Tommy Hilfger as a brand is active across all medium and has an active social media presence. media. While the brand has presence across Smorgasbord L.A. food trucks, take in a stunning luxury magazines, outdoor, in mall and traditional BRAND VALUES panoramic view of TOMMYLAND from the media, the new thrust is moving towards digital. Since Tommy Hilfger introduced his frst men’s Kamikaze and Landslide rides, and end the evening Tommy Hilfger hosts Press Days every season sportswear collection in 1985, the brand has with surprise live music performances. to introduce the fashion offering to media and expanded to encompass a complete premium During the show fnale Tommy and Gigi infuencers. In addition, the brand indulges its lifestyle on a global scale. Tommy Hilfger delivers introduced eight-time Grammy award winner premium customers with instore activations and premium styling, quality and value to consumers Fergie, who gave a show-stopping performance previews before key launches worldwide under the Tommy Hilfger and Hilfger for the crowd of models, celebrities, press and Tommy Hilfger also launched its FW and SS Denim brands, with a breadth of collections consumers featuring her biggest solo hits, including seasonal collection at the NYFW including Hilfger Collection, Tommy Hilfger her new single M.I.L.F.$, and chart toppers from Tommy Hilfger announced that Mr Tommy Tailored, men’s, women’s and children’s sportswear, the Black Eyed Peas. American soul Duo Lion Hilfger attended the opening of EXHIBITIONISM denim, accessories, and footwear. In addition, the Babe also played the TOMMYLAND stage with an – The Rolling Stones’ frst international exhibition – brand is licensed for a range of products, including incredible set of their chart- climbing hits. at the Saatchi Gallery in London on April 4, 2016. fragrances, eyewear, watches and home furnishings. Digital Commerce TOMMYNOW is built Tommy joined the Rolling Stones band, including on Hilfger’s vision to democratise fashion by Mick Jagger, Keith Richards, Ronnie Wood and www.appareluae.com delivering instant gratifcation to consumers Charlie Watts, to celebrate the opening night gala. through an ecosystem of immediately shoppable As the exhibit’s offcial apparel sponsor, Tommy channels. This season the brand introduced Hilfger has designed a limited-edition Hilfger new channels and next generation features, Denim capsule collection of graphic t-shirts and leveraging digital innovation to connect with global custom jackets adorned with Rolling Stones consumers in a personalised way that refects how imagery and the band’s iconic tongue logo – the they live and shop today. most globally-recognised music logo in the world. For the TOMMYNOW Spring 2017 show, Tommy The capsule collection will launch on tommy. Hilfger became the frst brand to launch 3D com in Europe and at the Tommy Hilfger London image recognition commerce on the runway, fagship store on Regent Street, and roll out to introducing a seamless and instant way to shop tommy.com sites globally and additional Tommy

THINGS YOU DIDN’T KNOW ABOUT TOMMY HILFIGER

l Tommy Hilfger is one of the world’s most recognised premium designer lifestyle groups. l For 30 years, Tommy Hilfger has brought “classic American cool” apparel to consumers around the world. l Tommy Hilfiger has 45 standalone stores in GCC, the latest one was opened in Doha Festival City in Qatar.