CHAPTER 4: TOMMY HILFIGER

Chapter 4
Read, Listen & Write

A: A: Focus on READING, cooperative learning and PRESENTATION including WRITING assignments

Reading tasks for sharing and presentation including writing assignments

1.
Creative group task: Take creative control & make ideas happen *

Work out an invitation for a Tommy Hilfiger store opening in Copenhagen. Compare drafts using one another's resources and skills and agree on the most creative and 'inviting' copy.

Use as inspiration e.g. http://www.behance.net/gallery/TOMMY-HILFIGER/1198313, http://superfuture.com/supernews/los-angeles-tommy-hilfiger-flagship-store-opening or http://hk.fashionmag.com/news/Tommy-Hilfiger-opens-a-flagship-store-in-Los-Angeles,312268.html#.UmytJ1MhzzN
plus related videos: Tommy Hilfiger - London store launch campaign and Opening of Tommy Hilfiger West Coast flagship store in LA. See below.

2.
Creative group task: Giving a speech on the Tommy Hilfiger Company's global approach

You are Daniel Grieder, President of Tommy Hilfiger Europe. In connection with the Tommy Hilfiger store opening in Copenhagen you have been asked to give a speech at Copenhagen business school on

1. the company's shift to a more global approach and the impact of that
2. how to use multimedia campaigns to connect with consumers
3. how to communicate their brand message effectively to very diverse markets and
4. what lessons the Tommy Hilfiger company has learnt from its ups and downs in business.

Compare drafts using one another's resources and skills to make improvements. Each group chooses a speaker to present the final results in class.

Suggested source material for the speech:
a. Avery Baker's appointment signals shift to more global approach * (774 words) here
b. Brand management: The Hilfiger lessons ** (581 words) here
c. Education glossary
d. Watch the related video Tommy Hilfiger Documentary - Stars - [BroadbandTV]. See below.

3.
Creative group task: Advertising decoded: The importance of cultural context

Make an analysis of at least two advertisements.
Compare drafts using one another's resources and skills to improve your analysis. Choose the three best analyses with arguments for and against your choice.

Suggested source material for the analysis of advertisements:
Advertising decoded: The importance of cultural context * (432 words) here. Watch the related commercial Parfum Tommy Hilfiger prix discount and do the quiz on Cultural differences - Going global: The hard way.

Choose among advertisements found in MIND ¥OUR OWN BUSINE$$ and the following links to other advertisements:
True Star Gold Perfume & True Star Cologne on
http://www.fragrancex.com/products/_bid_tommy--hilfiger-am-lid_t__brands.html &
search for: tommy the real American fragrance
Tommy Hilfiger 20 xx 春夏系列宣传海报 (xx = choose a year)
Hilfiger Denim on http://appareluae.com/Hilfiger-Denim.html
http://star.haibao.com/article/1709465.htm
Search for tommy hilfiger Chinese advertising.
Colombo, Sri Lanka on http://www.hemmathagama.lk/?p=2246
Latest news on http://global.tommy.com/int/en/newsroom/latest-news/11.

If you need information about a certain country go to: Business culture on the world stage on http://www.worldbusinessculture.com/, for example. Select a country and then choose among the items at the top of the website.

In your analysis of the ads selected make use of the terms found in MIND ¥OUR OWN BUSINE$$ on p. 122.

4.
Creative group task: Suggestions for Tommy Hilfiger's coming media mix campaign

Background information:
Q&A: ... What is the next marketing tactic you'll be using to connect with your target consumer?
Mr. Hilfiger: Let's put it this way: It's uniqueness, but it is a blend, a package or a basket of different ideas. I don't think you can just survive by [putting] beautiful pictures in magazines. I don't think you can just survive doing advertising. I think you have to reach this customer through a number of different ways, a number of different channels, with the internet being one of the most important ways, to television, to outdoor, to radio. It has to be sort of a multimedia octopus approach.
Quotation from You can't 'just survive doing advertising'.

You have just been promoted to the newly-created chief marketing officer (CMO) role at Tommy Hilfiger. As such you have been asked to put forward a suggestion for next year's multimedia campaign. Having finished your task you present your campaign to a critical audience.

Suggested source material:
Q&A: You can't 'just survive doing advertising' ** (1,153 words) e.g. here.
Tommy Hilfiger launches mobile storefront to increase cross-channel presence: (566 words) e.g. here.
Tommy Hilfiger bolsters in-store summer traffic via iPad app * (436 words) e.g. here.
Tommy Hilfiger Denim interactive window * (233 words) e.g. here.
Universal and Hilfiger the American designer will collaborate with the record giant creating a collection of merchandising * (178 words) e.g. here.
Tommy Hilfiger launches Tommy TV * (564 words) e.g. here.
The Hilfiger Club e.g. here.
plus the related video Official Meet the Hilfigers Video and other material in Chapter 4 found in the listening section here as well as the accompanying book.

B: Focus on LISTENING, collecting and applying information

Listening tasks for comprehension and applying information to the creative group tasks found above

Creative group task 1: Take creative control & make ideas happen

Tommy Hilfiger - London store launch campaign
Go to https://www.youtube.com/watch?v=qH_XETR8OKo 01:58

Opening of Tommy Hilfiger West Coast flagship store in LA
Go to https://www.youtube.com/watch?v=rGeLIYsHP0A 01:59

Creative group task 2: Giving a speech on the Tommy Hilfiger Company's global approach

Tommy Hilfiger Documentary - Stars - [BroadbandTV]

by BroadbandTVSpotlight - 02:39
Tommy Hilfiger is the man behind the name that has become linked with urban fashion. He may have started with a small store in upstate New York, but he has made himself into a very rich and successful man.
Go to https://www.youtube.com/watch?v=vWWRfsd1Uac, for example. Listen to Tommy Hilfiger's brand strategy, the change in the 90s, and his global approach.

Creative group task 3: Advertising decoded: The importance of cultural context

Parfum Tommy Hilfiger prix discount by saperportal - 01:11
Watch the commercial related to creative group task no 3 on https://www.youtube.com/watch?v=S1uil6E_etM.

Cultural differences - Going global: The hard way

by dimplesLALA - 05:44
A multi-choice quiz with answers and explanations.
Go to https://www.youtube.com/watch?v=QlifMpIwPus, for example. Listen and do this quiz to find out how good you are at communicating successfully with people from different cultures.

Creative group task 4: Suggestions for Tommy Hilfiger's coming media mix campaign

Official Meet the Hilfigers Video

by John Craig - 02:06
Go to https://www.youtube.com/watch?v=s1FhQcUhxyU. Meet the Hilfigers.
What campaigns have you seen lately that have really made you think: "Yeah. That's a cool campaign." One that actually makes you want to buy the product and become the people in the ad. That's what advertising is supposed to be about, isn't it? Creating an ideal; selling a dream. See more here: http://www.newclothing.co/2010-fashion-trends-tommy-hilfiger-meet-the-hilfigers-fall-winter-2010-2011/
http://www.adbrands.net/us/tommyhilfiger_us.htm
April Wilkner's interview with Tommy Hilfiger on https://www.youtube.com/watch?v=bziGVr6LHGI 01:43

Listening and writing task 5: What goes on behind the making of your favourite brand of jeans?
Go to http://www.pbs.org/independentlens/chinablue/film.html or http://filmcentralen.dk/gymnasiet/film/china-blue, for example, to watch (parts) of the documentary China blue from 03-05-07 – 86 minutes (or Google it).

Watch China blue and take notes on
• the story of seventeen-year-old Jasmine
• the dilemma that Mr. Lam, the factory owner, faces
• the business behind the blue jeans in general
• the making of your favourite brand in particular (Guess?, Levi's, Tommy Hilfiger..,)
• human rights in China
• behind the scenes.
Use your notes to write an article to a newspaper/magazine at your pick in which you account for the contents of China blue and conclude by taking a position on its issues.

You may instead use The secret lives of our clothes by GreennovateChina (09:38). There's a price tag that's being hidden from us every day. Not the one that tells us how much money to pay but the underlying costs of every outfit's life cycle. It may uncover the lives that our clothes led before they got to the store and you may discover your voting power as a consumer towards a fairer, healthier and more sustainable planet.
Go to http://greennovate.org/the-secret-lives-of-our-clothes or https://www.youtube.com/watch?v=TVBxlMx6nK4. Listen, and take notes. Use your notes to write an article to a newspaper/magazine at your pick in which you account for the contents of The secret lives of our clothes and conclude by taking a position on its issues.