NEW YORK — Tommy Hilfiger wants a piece of the U.S. premium denim market.
On Dec. 7 the company opened its first Hilfiger Denim store here in Soho, bringing to its home market a brand that had previously been sold exclusively overseas. This confirms a report in DNR on July 16.
Hilfiger Denim was originally launched in Europe in 2000 and is now sold in South America, Asia, Canada and the Middle East, both in the wholesale channel and more than 50 freestanding stores. The trend-conscious, youthful label is aimed at consumers 18 to 28 years old, compared with the 25- to 45-year-olds targeted by the flagship Tommy Hilfiger sportswear brand.
Prices for Hilfiger Denim jeans range from $98 to $175 in the new store (with some limited-edition selvedge styles going up to $250), which is significantly higher than the $55 to $69 that jeans from the Tommy Hilfiger line generally sell for at Macy’s. There are no plans to wholesale Hilfiger Denim at Macy’s—which will become the exclusive retailer of Tommy Hilfiger sportswear next fall, as reported—because Hilfiger execs want to establish the premium jeans business here in a controlled way.
“Denim is not only a way of life in the world today, but it has great meaning behind it,” said Hilfiger in a statement. “It can be chic and sophisticated, it can be raw and rugged, it can be hip and trendy, as well as classic and cool. Hilfiger Denim represents all of that with a premium product for both men and women.”
Located at 500 Broadway, in a prime location adjacent to Bloomingdale’s Soho, the new Hilfiger Denim store has 3,700 square feet of selling space on the ground level and a similar amount of storage space on a lower level. The store is jam-packed with merchandise and decorative items, and features a funky, ’70s Mod–inspired decor. Black lacquer mannequins, bubble chairs, Tom Dixon mirror balls, a custom-designed LED chandelier, vintage arcade games and a DJ booth help create a hip, stimulating environment with an interactive feel. Vintage concert posters line the walls and are for sale, while the dressing rooms feature foil walls that customers can engrave with their own messages and designs.
Between various fits and washes, customers can choose among 70 styles of denim for each gender. In addition, the store stocks Hilfiger Denim Western shirts, cricket sweaters, baseball polos and T-shirts, as well as licensed categories like footwear, eyewear, watches, hosiery and bags. The store is evenly split between men’s and women’s merchandise, and the company expects sales to likely fall along the same ratio, said Gary Sheinbaum, president of retail at Tommy Hilfiger.
Sheinbaum added the store should post sales per square foot comparable to other specialty retailers in the area. According to Faith Hope Consolo, chairman of the retail sales and leasing division of Prudential Douglas Elliman, the space—which was previously a Mexx store—was leased for $1.6 million a year. Consolo was not involved in the deal but showed the space to other clients.
In addition to the new Hilfiger Denim store, the company this spring will open Tommy Hilfiger sportswear units on Collins Avenue in Miami and on M Street in Georgetown. This will bring the company’s total full-price store count to six. There are also 152 Tommy Hilfiger outlet stores in the U.S.
Although Tommy Hilfiger shuttered its Tommy Jeans business in 2005, Hilfiger Denim is not meant to replace that young men’s department store business. “Hilfiger Denim is completely different. It’s much more sophisticated, more fashionable, a true premium offering,” said Sheinbaum. “Globally we compete with brands like Diesel, Replay and G-Star.”
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)