Ch. 6 - Consumer Decision Making

What drives consumers to buy Tommy Hilfiger is its well respected name in the fashion world and classic preppy designs. Tommy Hilfiger is one of the most recognized fashion brands in the world, grossing a billion in sales every year and containing a big presence in different market across the world. When purchasing Tommy Hilfiger products, things like social factors, cultural factors, psychological factors and individual factors are taken into account. The stimulus of the consumers comes internally and externally from a range of factors such as the continuous classic look and perception of the brand in ones mind. Tommy Hilfiger is notoriously known for not bringing new styles to the fashion world but better yet a 'lifestyle' behind the clothing attracting its customers. Upon being a 'lifestyle' brand has expanded its horizons adding, watches, bed sheets and shoes to its collections. 

Tommy Hilfiger advertises its products through every marketing channel possible whether it be, print advertising to commercials, billboards, magazines and social media. In addition to that many blogs, and review websites where people talk about the brand help market the brand. Tommy Hilfiger is found fond by middle class and high class culture between the ages of 20-40 providing it with a big target market. When purchasing Tommy Hilfiger products consumer are influenced by conscious and unconscious motives like quality of the product, friends, colleagues or acquaintances that already have Tommy Hilfiger products and represent the 'lifestyle' image they see in their head. This is why a big reason for Tommy Hilfiger success is due in part to marketing by other celebrities.