Tommy Hilfiger - The Rise and Fall and Rise Again

Hilfiger had lost its way in the early 2000’s. In an interview in 2001, Thomas reflected on his mistakes. He said that they tried to be at the forefront of trends by introducing the coolest and most advanced clothes. They were essentially oversupplying the demand. The consumers really did not respond to the new initiative. To revive demand, Hilfiger started discounting the clothes. However, that did not move the needle.