HILFIGER EARMARKS $40 MIL FOR MARKETING IN 2ND HALF: NEW PRODUCTS, ADDITIONAL TV, UPDATED OUTDOOR TO GET SUPPORT

By Published on .

Tommy Hilfiger USA plans to spend $40 million on marketing during the next six months.

The allocation will support new products, increased TV advertising and a fine-tuning of outdoor ads.

Fall campaigns starting in August include the launches of its Freedom fragrance and a line of clothing for girls. The efforts will see singers Jewel and Michael Fredo replace the Rolling Stones and pop star Britney Spears in Hilfiger ads.

The second-half budget is a jump from $35 million in media spending for all of 1998, according to Competitive Media Reporting.

Jill Kingsley, VP-marketing, said the added spending will result in all of Hilfiger's adult lines -- sportswear, jeans and fragrances -- using TV in their campaigns for fall.

REFOCUSING OUTDOOR

In refocusing its outdoor ad schedule, Hilfiger will concentrate its apparel ads on fewer but larger boards while saturating cities with outdoor ads for Freedom. The fragrance line, produced by Estee Lauder under a licensing deal, will be introduced in September with a $10 million campaign, via Arnell Group Brand Consulting, New York (AA, April 19).

With the budget change, industry executives estimate Hilfiger's total spending in '99 will hit around $70 million. It is expected to shoot up again in 2000, when the marketer will launch a juniors' line, Tommy by Tommy Hilfiger, and a women's career sportswear line, tentatively called Hilfiger.

In the meantime, Hilfiger's newest line of clothes, for girls sizes 4 through 12, gets a print send-off in August and September issues of magazines, as well as a promotion.

Arnell Group also will handle that effort, although the assignment is one of several Hilfiger recently moved to Kirshenbaum Bond & Partners, New York. Kirshenbaum will handle the jeans and children's lines starting in spring.

The campaign targets both girls and their mothers, who are the main buyers of apparel for that age, said Avery Baker, director of advertising for the Tommy Jeans and children's lines.

"The Tommy Hilfiger All-American Girl Nationwide Search" promotion is a contest with prizes including an appearance in a fall fashion show.

'YEAR OF MUSIC'

The campaigns for sportswear and jeans will continue the "Year of music" positioning Hilfiger kicked off in January. Ms. Spears will bow out in ads in August issues, where her replacement will be introduced. Singer Michael Fredo then will appear solo in TV spots and print ads.

The fall women's sportswear campaign will see the Stones succeeded by singer Jewel. Hilfiger will sponsor Jewel's tour and feature the singer in print and TV advertising, also from Arnell.

The company is in talks with rocker Lenny Kravitz to have the same role in the

In this article:
Most Popular