In an effort to diversify into other sections of large fashion retailers, the company is expected to run separate ad campaigns for its various new lines.
This spring, it will launch a $5 million print campaign for its 2-year-old jeans line. Then, next year, it plans two more lines: the Tommy by Tommy Hilfiger junior line of dresses and sportswear aimed at 21-to-25-year-old females; and career clothing for women in their 20s, not yet named.
FOLLOW STONES EFFORT
Those activities follow a $10 million effort for its sportswear featuring the Rolling Stones that started this month (AA, Jan. 4).
The separate campaigns and identities for the sportswear and jeans lines are intentional, so Hilfiger's brands can appeal to very different demographics, said Peter Connolly, exec VP of Tommy Hilfiger USA.
The company has been steadily expanding its brands, including the launch of Tommy Jeans in 1996 and its Junior Jeans extension last fall.
Hilfiger has built a franchise adding lines without turning off its customers, a knack that's made it popular on Wall Street.
The jeans ad campaign, from Arnell Group Brand Consulting, New York, breaks in April in teen and music books such as Interview, Rolling Stone, Seventeen, Vibe, and YM. The ads for Tommy Jeans and Tommy Junior Jeans are aimed at 12-to-25-year-olds.
In the jeans ads, the company will continue with its current theme of using music stars to plug its products. The jeans spots will feature pop singer Britney Spears, DJ Mark Ronson and hip-hop star Q-Tip wearing Tommy's denim in the recording studio. The campaign's visuals and a video of the recording studio shoot also will be featured on in-store material.
"Tommy has always been inspired by music. It's kind of a natural marriage for jeans brands," Mr. Connolly said.
The musicians were chosen for their teen appeal, said Jill Kingsley, VP-marketing. The fashion house is in talks to sponsor some performers' concert tours this year, he said.
Hilfiger's core men's sportswear brands are mature, and future growth will come from the new lines-such as women's, jeans, children's and the recent acquisition of its Canadian licensee-according to research from Morgan Stanley Dean Witter & Co.
The company announced Jan. 30 that earnings rose 48% to $1.22 per share for the third quarter of fiscal 1999 ended Dec. 31, from 82 cents during the same period in the previous fiscal year. The increase factors in the acquisitions in May