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Tommy Hilfiger: Pády a úspěchy legendárního návrháře

1. říjen 2018

Kdo by naznal ikonickou značku Tommy Hilfiger? Byly doby, kdy tričko nebo mikinu s jejím logem musel mít každý vyznavač hiphopové muziky. Ale to je jen jeden z mnoha dílčích milníků kariéry návrháře, kterou začal v osmnácti letech úpravou hippe módy. Co na tom, že ho za krátkou dobu podnikatelské aktivity dovedly až k bankrotu. Povstal jako Fénix a postupně se prodral až na vrchol módního světa.

Začátky Tommyho Hilfigera byly zajímavé. Autobusem jezdil ze své domoviny – města Elmira do New York City, kde skupoval džíny. Šlo tehdy především o zvony, které vytlačovaly úzké nohavice a Hilfiger je upravoval k obrazu svému. Měl talent a o jeho oblečení byl docela zájem, přesto však v době květinové revoluce svůj obchůdek neukočíroval. Ve svých pětadvaceti letech zbankrotoval, ale to ho neodradilo.

Tommy Hilfiger se po neúspěchu přestěhoval do New Yorku, kde započal práci na kolekci vlastního oblečení. Dokonce odmítl nabídky od Calvina Kleina a Perryho Ellise – jejich záchranné lano však nepotřeboval a poradil si sám. Stačilo pár drzých reklamních kampaní a najednou se ocitl v první lize. Jeho firma vyráběla vše od triček až po pánské spodní prádlo a nebývale se jí dařilo.

Poučen z neúspěchů v mládí nenechal nic náhodě a oblečení držel na špici díky chytré marketingové strategii. Využíval mladé energické umělce nejen z hiphopové branže – mimo jiné také Britney Spears, Lennyho Kravitze a Snoop Dogga. Zrodu impéria již nemohlo nic zabránit. Dokonce ani vlivná Oprah Winfrey, která ho měla údajně vyhodit ze své show za rasistické výroky. Hilfiger to popřel a ukázalo se, že v jejím pořadu nikdy nebyl.

Tommy Hilfiger svou firmu prodal v roce 2006 za 1,6 miliardy dolarů. Měl počkat, protože značku o pouhé čtyři roky později zakoupila gigant Philips-Van Heusen (vlastní také CK) za 3 miliardy dolarů.

A jak si vede značka u českých zákazníků? Poměrně dobře. Zájem je především o kvalitní pánské prádlo Tommy Hilfiger, ale zájem je i o zbylý sortiment.

Zdroj ilustrační fotografie: By Tommy Hilfiger, CC BY-SA 2.0, commons.wikimedia.org

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