Tommy Hilfiger is one of the world’s leading designer lifestyle brands and is internationally recognized for celebrating the essence of classic American cool style with a preppy twist.
Tommy Hilfiger, which celebrated its 30th anniversary in 2015, occupies a unique position as a premium designer brand offering quality apparel, accessories and lifestyle products at accessible price points. Tommy Hilfiger markets its products under several brands in order to fully capitalize on its global appeal, as each brand varies in terms of price point, demographic target and distribution. Global retail sales of products sold under the Tommy Hilfiger brands were approximately $6.6 billion in 2016.
The CMS of Tommy Hilfiger’s Global Website is operating on a customized version of Sitecore. While several people within Tommy Hilfiger are responsible for the creation of content for this website, the production through the CMS (and related expertise hereof) is hosted by only one Digital Manager. Time constraints of the responsible Digital Manager results in a lag of updating the online business information offerings. Since the creation of content is subject to periodical rushes (during fashion week, at launch of new collections and campaigns, etc.), internal reorganization of content production is not cost-effective. This develops a need to outsource the production of online content.
Colourcake produces online content and manages the CMS for Tommy Hilfiger’s Global Website. Outsourcing to Colourcake offers Tommy Hilfiger the following benefits:
Colourcake has organized the cooperation with Tommy Hilfiger according to the following process:
By outsourcing the production of content to Colourcake, the publication of content on Tommy Hilfiger’s Global Website is constantly up-to-date (even during periodical rushes). Besides, the user-friendliness of the site is enhanced by consistent archiving of outdated news. Development of a customized template and content calendar is used to support the process of content creation. Since the expertise of the CMS is no longer solely represented by the Digital Manager, the vulnerability of online content management has declined, guarantying continuity in the production of content. As the content (and copywriting) is still internally created, the corporate image of Tommy Hilfiger is unabatedly represented and Colourcake can produce the online content up-to-date and multilingual at very limited costs. Actual understanding of activities, costs and work performances for Tommy Hilfiger serves as the basis for ongoing evaluation and direct communication. As a result of the cooperation between Tommy Hilfiger and Colourcake the Global Website is the Tommy Hilfiger’s best viewed domain during the launch of new collections and campaigns.