Hilfiger earmarks $40 mil for marketing in 2nd half

Cardona, Mercedes M.
July 1999
Advertising Age;7/5/1999, Vol. 70 Issue 28, p8
Trade Publication
This article states that Tommy Hilfiger USA plans to spend $40 million on marketing during the next six months starting July 1999. The allocation will support new products, increased TV advertising and a fine-tuning of outdoor advertisements. Fall campaigns starting in August include the launches of its Freedom fragrance and a line of clothing for girls. The efforts will see singers Jewel and Michael Fredo replace the Rolling Stones and pop star Britney Spears in Hilfiger advertisements. In the meantime, Hilfiger's newest line of clothes, for girls sizes 4 through 12, gets a print send-off in August and September issues of magazines, as well as a promotion.


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