Consumer Behaviour

Running head: CONSUMER BEHAVIOUR
Consumer Behaviour
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CONSUMER BEHAVIOUR1
Tommy Hilfiger is a premium clothing company of America which was founded in
the year 1985. The market position of the company has been strengthened on account of the
fact that the clothing range of the company is sold in more than 1400 retail stores across the
90 countries (Au.tommy.com 2019). The marketing strategy of the company revolves around
creating the publicity tours in the various countries of Paris, London, Los Angeles, Madrid
along with Milan that can help the company in gaining the attention of the people. The
marketing strategy of the company is to design clothing of high fashion that can cater to the
needs of the plus size women. The brand has taken recourse to advertisement that has helped
it in creating a lasting impression on the people. The target market of the brand are the people
who want to wear clothing of high standards and the affluent section of the population. The
clothing of the brand is expensive and hence it targets the customers of the high end (East et
al. 2016). Tommy Hilfiger targets the people having various kinds of disabilities with the
help of their advertisement campaign. The advertisement showcases functionality of the
clothing that can come to be of use for the people having disabilities. The advertisement
shows the magnetic snaps along with the pant leg openings that the disabled people can wear
over the prosthetics that can prove to be favourable for them.
G- Star refers to Dutch designer clothing company that is instrumental in producing
the urban clothing. The company specializes in the area of making the raw denim and the
clothing trends in the company are influenced by that of the military clothing (G-star.com
2019). The superior marketing position of the company can be attributed to the fact that the
marketing team of the company helps in maximising the visibility of the campaigns of the
company. The online along with the offline media channels of the company have helped in
gaining the global media coverage. The marketing strategy of the company is that it makes
use of new campaigns along with the in-store communications in order to reach out to a
larger audience. They lay focus on the aspects of the design and the development that has