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Tommy Hilfiger watches are inspired by the latest fashion trends | |
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The merchandising displays are designed to be “emotional and cool”. The shop-in-shop concept includes gondolas and larger display units | |
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For airlines, special inflight packaging is available with a branded transparent window on the front of the slimline boxes | |
SWITZERLAND. Leading watch manufacturer Movado Group is aggressively targeting travel retailers with its Tommy Hilfiger brand after four years’ success in more than 40 markets.
“Movado has achieved a global awareness and strong growth within less than five years,” Aed Adwan, Travel Retail Manager of Tommy Hilfiger Watches Europe, told The Moodie Report.
The target group is “young people and the young at heart, both urban and suburban,” added Adwan. “The brand is lifestyle and fashion oriented, and brand awareness within the target group is 80%. The price segment falls into fashion-lifestyle watches – retail prices vary from €120 to €150.”
Trend inspiration and product mix
Red, white and blue are the designer’s signature colours across all product categories, including watches. The watches are also inspired by the latest fashion trends in interchangeability, jewellery and shapes. Trend inspirations also include sport; the nautical look (chronograph styles); crystal embellishments; deep, dark colours; and classic shapes.
The core watch range comprises three collections a year, for spring, summer and fall, with about 60 new articles in each collection, made up of 50% top sellers, 30% newness, and 20% seasonal fashion items. Some 60% of the collection are women’s watches. The European collection contains about 200 articles, focused on new POS entry top sellers only (40-60 skus). Some 49% of the watches feature metal bracelets, while the remainder have straps. Women’s products make up 65% of total turnover.
Tommy Hilfiger watches in travel retail
The Tommy Hilfiger Watches merchandising displays are designed to be “emotional and cool”, according to Adwan. In addition, the brand’s shop-in-shop concept includes gondolas and larger display units. For airlines, special inflight packaging is available with a branded transparent window on the front of the slimline boxes.
Listing the advantages for travel retailers of carrying Tommy Hilfiger watches, Adwan said:
• Unique design creates a typical, recognisable look
• High brand awareness and brand popularity within the target group (transfer of brand competence – strong identity)
• High confidence in the quality of the brand (product)
• Positioning within a high turnover price segment
• Distribution only within specialist stores, specialist departments within department stores and the travel retail sector
• Structured supplier support (logistics, customer service, marketing etc).
About Movado and Tommy Hilfiger
In June 1999, the Movado Group, based in New Jersey, New York, entered into a licensing agreement with Tommy Hilfiger Watches to manufacture and distribute watches bearing the name of the American fashion designer. Movado, listed on the New York Stock Exchange, has wholly-owned subsidiaries in Switzerland, Canada, Japan, Singapore, Hong Kong and Shanghai, an international sales force covering 130 countries, and about 1,400 employees worldwide. Turnover in 2004 was US$330 million.
Tommy Hilfiger, founded in 1984, introduced watches to the international market in 2001/2002. Tommy Hilfiger is one of the most popular international lifestyle brands (82% brand awareness in the US) and the Hilfiger group as a whole turns over US$1.9 billion. Watch distribution is only within specialist stores, specialist departments within department stores and the travel retail sector.
For details, contact Aed Adwan, Travel Retail Manager, Tommy Hilfiger Watches Europe, Movado Watch Company, Bettlachstrasse 8, CH-2540 Grenchen, Switzerland, tel: +41 32 329 3663, fax: +41 32 329 3778, email aadwan@movado.ch. Visit www.movadogroup.com
