Tommy Hilfiger
Company: New York

• Tommy Hilfiger is one of the most recognizable and powerful brand names in the Untied States.
  
• For over 20 years, Tommy Hilfiger has maintained a broad and devoted customer base across five apparel lines.
  Goal:
  
• To bring the full breadth of their product line directly to the consumer through two new full price retail concepts.
  
• In the first prototype, Tommy Hilfiger stores featured the Men's and Women's Sportswear lines and selected licensed apparel (shoes, bags, fragrance, swimwear, accessories). The store catered to the traditional Tommy customer, approximately 25-35 years in age. The layout called for 6500 square feet with 50 feet frontage. In special cases, store size was increased to 10,000 square feet. In those stores, merchandise included Tommy Kids line.
  
• In the second prototype, Tommy Jeans stores were designed to reflect the lifestyle of the up and coming junior gen-y customer who is not a department store shopper and does not want to shop in his/ her parents' store. This concept targeted 10-25 year olds and carried a full line of Tommy Jeans, Junior Jeans, and accessories. Layout size was 3,500 to 4,500 square feet with a minimum 35 feet of frontage.
  
• Find 40 stores in a short time period.
  Approach:
  
• Developed a timetable.
  
• Developed a national list of potential locations nationally based on sales per square foot and co-tenancy.
  
• After reviewing the list of potential locations, targeted centers on the East and West Coast.
  
• Analyzed markets to qualify opportunities by searching specific demographic criteria that matched the Tommy Hilfiger customer most likely to shop the retail prototype.
  
• Worked with company to meet timetable and negotiated deals in the top malls.
  Results:
  
• Created an effective real estate strategy that resulted in 50 signed lease in a short time frame.
  
• Stores expanded into new geographic regions, downtowns and lifestyle centers.