Hilfiger pursues older audience for Freedom

Cardona, Mercedes M.
April 1999
Advertising Age;4/19/1999, Vol. 70 Issue 17, p87
Trade Publication
The article reports on the target market of Tommy Hilfiger USA for the launch of its Freedom fragrance in summer 1999. The company said it will back the launch with an advertising campaign. Hilfiger plans to expand its in-store toiletry shops and add a makeup line shortly after the Freedom launch. The fragrance is aimed at 18-to-35 year-old consumer, a slightly older target than Hilfiger's signature Tommy and Tommy Girl, which target young men 15 to 25 and women 12 to 20 years old. The campaign will include print in September issues of magazines such as In Style, Vanity Fair and Vogue. Arnell Group Brand Consulting is the agency.


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