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There’s a new girl in town.
This story first appeared in the June 1, 2011 issue of WWD. Subscribe Today.
The Tommy Hilfiger Group, wholly owned by Phillips-Van Heusen Corp., will launch Tommy Girl, a sportswear collection for young women. Tommy Girl, which is licensed to RVC Enterprises LLC, will be available at 150 doors of Macy’s in the U.S., beginning in July.
The collection, aimed at 12- to 18-year-olds, will be housed in its own shop environment in the junior area of Macy’s and will reflect Hilfiger’s preppy with a twist heritage. The line features oxford cloth shirts, polos, peacoats and denim jeans.
“Younger audiences have shown a strong demand for the brand,” said Gary Sheinbaum, chief executive officer of Tommy Hilfiger North America. “In leveraging our relationship with Macy’s to distribute Tommy Girl, we are able to offer product to this younger consumer and in more locations than we would through our retail business model.”
Last year, Hilfiger tested Tommy boutiques in the U.S. and Canada, catering to the 20- to 30-year-old woman. The freestanding stores offered apparel that was described as “downtown prep,” and contained styles that were quirkier, younger and more irreverent than Hilfiger’s sportswear lines. The Tommy stores will now close, and the ones in the U.S. will revert to Tommy Hilfiger stores, starting this month. The Tommy stores were located at 375 Bleecker Street in Manhattan, The Westchester in White Plains, N.Y., and in Georgetown in Washington, D.C. There were also two Tommy stores in Toronto: one of which will be converted to a Tommy Hilfiger store (Yorkdale) and the other will close (Sherway Gardens).
“I am [pleased] about the new Tommy Girl collection,” said Tommy Hilfiger. “Tommy Girl is our response to consumers wanting quality clothing at affordable prices. The collection has a fun, preppy sensibility that we believe is exactly what our younger customers have been looking for.” Tommy Girl’s retail prices will range from $32 for T-shirts to $129 for outerwear.
RVC Enterprises, based in New York, is owned and operated by Ruby, Victor and Charles Azrak. The company has several licenses in the juniors and women’s sportswear sector, including Rocawear, Ellen Tracy, Coogi and Deréon.