The (non) adoption of fashion trends by the brand Tommy Hilfiger: Study of the autumn/winter 2013/2014 collection

Authors

  • Amanda Queiroz Campos Universidade Federal de Santa Catarina e Berguische Univesität Wuppertal
  • Sarah Schmitthausen Schmiegelow Universidade Federal de Santa Catarina

Abstract

In the context of fashion trends’ supplementation, this paper aims to investigate the trend adoption by the Tommy Hilfiger brand – which, accordingly to its website, is a consecrated fashion and lifestyle brand. For that, we collected and coded documentary data from the brand’s autumn/winter 2013/2014 fashion collection and documentary data from the market leader in trend analysis, WGSN. By comparing the Tommy Hilfiger collection and the WGSN trends, we identified the low – almost non-existent – adoption of trends. This could be justified, among other reasons, by the brand’s strong identity and notoriety, which commercializes the still valuable lifestyle of wealthy and preppy young Americans.

Keywords: fashion trends, fashion, brand, positioning, fashion product.

Author Biography

Amanda Queiroz Campos, Universidade Federal de Santa Catarina e Berguische Univesität Wuppertal

Doutoranda em modalidade cotutela (doutorado binacional) no Programa de Pós-Graduação em Design e Expressão Gráfica da Universidade Federal de Santa Catarina e do Doutorado (Dr. Phil) em Design da Berguische Universität Wuppertal. Mestre em Gestão Estratégica do Design Gráfico no mesmo programa. Graduada no curso de Bacharelado em Moda com habilitação em Estilismo pela Universidade do Estado de Santa Catarina. Também bacharel em Design com habilitação em Design Gráfico pela Universidade Federal de Santa Catarina. É integrante dos Grupos de Pesquisa LOGO (Laboratório da Gênese Organizacional) e SIGMO (Significado das Marcas, Informação e Comunicação Organizacional), ambos da Universidade Federal de Santa Catarina. Atua principalmente nos seguintes temas: moda, pesquisa de tendências, cultura, branding e gestão do design.

Downloads

Published

2015-11-19

Issue

Vol. 8 No. 3 (2015): Sep/Dec

Section

Dossiê: Moda como expressão de cultura

License

I grant the Strategic Design Research Journal the first publication of my article, licensed under the terms of the Creative Commons Attribution 4.0 International (CC BY 4.0), which permits reproduction, adaptation, and distribution provided the original author and source are credited.

I confirm that my article is not being submitted to another publication and has not been published in its entirely on another journal. I take full responsibility for its originality and I will also claim responsibility for charges from claims by third parties concerning the authorship of the article.

I also agree that the manuscript will be submitted according to the journal’s publication rules described above.