Tommy Hilfiger re-launches the luxury Tailored line, boosting brand positioning
American fashion house of Tommy Hilfiger has regained control of its Tailored line, until recently licensed to a third party company. Described as ”classical American cool” the new luxury line will be produced entirely in-house and will debut this Fall with a collection of approximately 100 pieces. Most of the collection will be manufactured in Italy, for instance the cashmere based line will be manufactured by specialist company Luigi Colombo.
Daniel Grieder, President of Hilfiger Europe speaks about the Tailored line as targetting every male who needs classic pieces in his wardrobe. The focus on tailoring will be of exceptional importance for the positioning of the new line, a sensible ”upgrade” exercise of the Hilfiger brand to a more luxury perception. Starting with the flagship store in London on Regent Street , followed by the store in Los Angeles, major Hilfiger stores will feature dedicated areas to Tailored. Grieder also highlighted that for the new Tailored line the company has built a dedicated team within the group, which this year is expected to exceed 3 billion euros in turnover.