In the fashion industry, global competition and fast-changing tastes demand brand strategies that move as quickly as consumers – and Tommy Hilfiger is leading the way. Here, Alex Langlois, the company’s Global Senior Manager of Brand Strategy – maps out how the iconic label harmonises a consistent global presence with locally tailored approaches to engage consumers meaningfully.
Alex explores how visibility, store placement, and targeted communications reinforce brand relevance while staying true to Tommy Hilfiger’s identity. He also highlights the transformative role of technologies – AI, AR, and VR – in shaping immersive consumer interactions, enhancing marketing precision, and supporting internal decision-making.
Key themes:
- How to connect with fashion consumers in a hyper-competitive market
- How to leverage technology to create personalised experiences
- Future-facing strategies to anticipate disruption in fashion CX
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