SUMMARY

SUMMARY

The difference in culture and the marketing strategies of the UK and the US is apparent in the fashion industry. This can be seen remarkably in the Fashion business where US-based fashion companies that sell apparels and retail ready to wear clothes are being confronted with when they sell their wares in the European market, particularly the UK market.

Apparel companies like Tommy Hilfiger has to contend with factors such as fashion leanings towards the US, market competition and fashion war, to stay afloat and be ahead of the pack taking a chance to corner the fashion market in Europe, particularly in UK, or just in the goal of taking a modest proportion of the market share.

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. It is an attempt to illustrate the significance of knowledge in the cultural and market issues being confronted by foreign-based apparel company in general and the Tommy Hilfiger in Europe in particular. It determines whether the lifestyle of the Europeans, particularly the English in UK, has idiosyncracies in the aspect of culture compared with that of Americans that can bring about a different taste in fashion and choice of clothing apparel. Specifically, the study will describe the characteristics of the English terms of their age, gender, civil status, religion, birth order, educational attainment, occupation, place of origin, present location, housing status, and number of children; identify the their particular preference on the issue of what clothes to wear, what they look for the clothes, its design etc.

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.

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.

 

 

 

 

 

 

 

 

 

 

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