Consumer Behaviour Report: Tommy Hilfiger and G-Star Analysis

This report analyzes the consumer behaviour strategies of two prominent fashion brands, Tommy Hilfiger and G-Star. It begins with a summary of each brand's market position and marketing strategies, including their target markets and advertising approaches. Tommy Hilfiger, a premium clothing company, focuses on high-fashion designs and targets affluent consumers, while G-Star specializes in raw denim and urban clothing, appealing to those interested in vintage styles. The report then assesses the effectiveness of their advertisements in achieving consumer behaviour objectives. Tommy Hilfiger's advertisements target people with disabilities, and G-Star uses YouTube and social media to attract customers. The report recommends that Tommy Hilfiger expand its product range to include more affordable options and G-Star should consider a Supply Chain Transparency Pledge. The report concludes with a detailed analysis of the marketing campaigns, revenue, and recommendations for both brands.

Running head: CONSUMER BEHAVIOUR
Consumer Behaviour
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1CONSUMER BEHAVIOUR
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

2CONSUMER BEHAVIOUR
helped them in undertaking the crossover projects. The company has taken recourse to
innovation that has helped in driving the team of the company. The target market for G- Star
are the people who are interested in the vintage clothing that can endow them with a unique
appeal (Parsons, Maclaran and Chatzidakis 2017). The advertisements of the company are
displayed over the social media platform of Youtube that helps in attracting the attention of
the people. It has showcased the collection of stylish along with the raw denim that can
appeal to the tastes of the people. The advertisements focus on the people who have been
instrumental in making the clothing and it emphasizes the fact that the brand believes in the
virtue of equality.
The brands Tommy Hilfiger along with G-Star have been effective in achieving the
consumer behaviour objectives with the help of their advertisements. Tommy Hilfiger has
been successful in earning more amount of revenue that manifests the success of the
marketing campaigns of the company. The revenue of the company rose by that of 2 % that
has helped the company in earning $ 1.2 billion. It is recommended that the company can
make clothing of the medium range that can make it affordable for the people belonging to
the middle classes in the society (Aslam and Srivastav 2018). It can play an important role in
increasing the popularity of the company and strengthen its hold within the world market. It
can help the company in getting the increasing returns that can be instrumental in increasing
reputation of company.
G- Star has emerged to become greatly popular among the young males who feel a
sense of pride after wearing the clothing of the popular brand. The people who take pride in
their appearance have evolved to become the loyal advocates of the brand. The marketing
success of G- Star can be ascertained by the fact that the brand have become a recognisable
brand among the people. The apparel of the company are worn by the celebrities that has
helped in providing value to the popular brand. It is recommended that G- Star can sign the

3CONSUMER BEHAVIOUR
Supply Chain Transparency Pledge that can help it in gaining the attention of people from
various countries of the world.

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References
Aslam, M. and Srivastav, A.K., 2018. Analyzing the effect of marketing digitization on
business processes and consumer behaviour. International Journal in Management & Social
Science, 6(5), pp.162-169.
Au.tommy.com (2019). Designer Men's & Women's Clothing | Tommy Hilfiger © Australia.
[online] Au.tommy.com. Available at: https://au.tommy.com/ [Accessed 16 Sep. 2019].
East, R., Singh, J., Wright, M. and Vanhuele, M., 2016. Consumer behaviour: Applications
in marketing. Sage.
G-star.com (2019). G-Star RAW® | Official Online Store. [online] G-star.com. Available at:
https://www.g-star.com/en_nl [Accessed 16 Sep. 2019].
Parsons, E., Maclaran, P. and Chatzidakis, A., 2017. Contemporary issues in marketing and
consumer behaviour. Routledge.