Karl Lagerfeld Helped Tommy Hilfiger Reinvent His Brand

Tommy Hilfiger  suffered poor sales in the late 90's and early 00's but was able to reinvent his brand. Tommy Hilfiger said Tuesday, he owes at least a bit of that success to Karl Lagerfeld.

When Hilfiger was trying to figure out how to turn the line around, he met with Karl Lagerfeld and asked him how he was able to reinvent Chanel successfully. “He said, ‘It was very simple. I looked at the Chanel archives and decided to modernize what existed already and make it relevant for today.’ As simple as it sounds, that’s exactly what we did,” Hilfiger said.

Now, Hilfiger has Peter Som consulting on the brand and made sure it has returned to what it stood for over the years: “a cool, American classic brand — preppie with a twist. That’s exactly what we were when we started."