Summary, Conclusion, and recommendations

Chapter 5

 

 

Summary, Conclusion, and recommendations

 

 

Overall, Tommy Hilfiger can look forward to a bright business in Europe. Other US-based apparel companies would have thought otherwise in investing in Europe, hindered by the prevailing belief that US and Europe are on the opposite sides of the coin – which is in fact true. But Tommy Hilfiger's growing presence in Europe is proof that even geographical boundaries these days can be transcended, proof to the continuing cultural and behavioral modification brought about by advancements in information technology and modes of transportation.

This is despite the fact as confirmed by the TH CEO that it is relatively harder to operate in Europe due to the fact that the cultures within Europe are different. Every country has its own habits. Also there are big differences within demands for apparel or ready to wear clothes with the different countries within Europe. The differences within the US market are smaller and there are not really big differences between the different states of America.

Though both located on the western hemisphere of this planet, both the US and Europe have huge differences - linguistically, religiously, economically, politically, socially, and institutionally – many overlooked the fact that all these factors can be "programmed" culturally. Culture is learned, not inherited. With proper brand positioning and image building, Tommy Hilfiger, and any other apparel company for that matter, is likely to enter and achieve growth into any foreign market.

It must be emphasized that TH Europe's diverse and well-experienced in-house management team that handles its multi-cultural operations, is worth maintaining, and even improving. Composed of peoples from various nationalities from all over Europe, this management could be prided in having to achieve a pan-European approach for the company.

Moreover, putting premium on local preferences should be on the priority list of TH Europe to meet varied style preferences across the regions; and could be done through styling, fabrication, fit, and a variety of flag logo treatments. All these should be executed, while maintaining Tommy Hilfiger's signature style and image of traditional fun, fresh, and "classics with a twist".

Looking ahead, it will be strategic for TH Europe to leverage its existing multi-channel, divisional, and pan-European platform further to expand throughout Europe. In addition, the company must also be on the constant look-out for further opportunities to introduce its new licensed products in Europe.

            This study is basically an attempt to illustrate the significance of knowledge in cultural and other issues being confronted by foreign-based apparel company in general and the Tommy Hilfiger in Europe in particular. The primary source of data came from a researcher-made survey questionnaire that was be given to the 30 respondents involved in the fashion industry.

The respondents came from four broad sectors: the IT industry, the Marketing Industry, the Manufacturing Industry and the Fashion Industry. The respondents are also generally young. Almost 40% are on the age bracket 25 years old and below. Moreover, the second highest population came from the examinees under the age bracket 26-30 years old. In summary, they are an educated group with 76.67% finishing college on the minimum. Almost 17% have finished their doctoral degrees and a noteworthy 26.67% have finished their Masteral Degrees.

Conclusion

On the basis of the above summary of findings in this study, this research came up with the following conclusions:

Tommy Hilfiger was able to Dominate the UK Market

            The findings show that in general, the respondents Agree that they prefer European brands than the brands coming from the United States. Thus, we can conclude that brand consciousness also carved its way into the preferences and buying trends of the respondents. Subsequently, it implies that the respondents are generally fond of wearing fashionable dresses.

            Moreover, Tommy Hilfiger can be considered as one of the better brands in the UK. Cultural variation has been cited as one of the most potent determinant of the marketability of a given brand. The response affirms the belief that the success of the Tommy Hilfiger in the UK is largely attributed to its ability to cater and respond to the needs of the market. Consequently, Tommy remains to be one of the most powerful brands in the UK. An overwhelming sign that the respondents are very satisfied with the products they bought from Tommy Hilfiger.

            The Marketing Strategies of Tommy had been Effective

Tommy had also shift gears and changed management strategies in order to keep with the demand by the Market. The fashion industry is a very dynamic and unpredictable market. Thus, it entails an elaborate and insightful plan. As such, Tommy seems to be adept on this aspect as perceived by the respondents.

This implies that the management plan of Tommy has been effective in crossing cultural barriers. Tommy Hilfiger will not fade with time but rather, with the aid of effective management strategies, it will continue to gain a considerable market share.

Recommendation

The findings of the study as well as the suggestions of the respondents helped the researcher prepare the following recommendations:

The fashion apparels and the Tommy Hilfiger included in the study should provide the information on the kind of management strategy has been institued by the industry to cope up with the fierce competition.

Moreover, the researcher proposes to employ additional studies that will cover a much larger population and a much wider coverage area. This would allow the learners in the similar discipline to gauge on what computer training should be employed.

 

 

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