Tommy Hilfiger
A top-of-the-line shop internationally listed

An inviting project—even in retrospect. From 2008 to 2011 we managed the roll-out of Tommy Hilfiger’s online shops outside the U.S.A. The main thrust of our efforts during the relaunch and the three years of support activities that followed was aimed at achieving the ideal mix of brand-compatible product presentation, ergonomics, and conversion rate optimization. We had fun.

The Task

“We want to have a top-of-the-line shop to expand our international e-commerce.” The task as put to us was that simple (and that difficult at the same time). The vigorously expanding business of fashion brands Tommy Hilfiger and Hilfiger Denim was to take a real leap forward online. We accepted this challenge with alacrity. The objective was to optimize the website in terms of the user’s experience. The focus of our attention encompassed ergonomics, conversion rate optimization, and an approach to product presentation in the Web shop that was brand-compatible, appealed to the emotions, and emphasized value to the customer. External sales drivers such as e-mail marketing and display campaigns also were considered during the design phase to ensure that the Web shop enjoyed lasting success.


  • Strategy planning
  • Consulting
  • Online brand management
  • Conception
  • Development of branding and content strategies
  • Design
  • Programming (additional team)
  • Online marketing
  • Texts, editorial support
  • Axure
  • ISML
  • DemandwareScript
  • Demandware

As this was an international e-commerce project of distinction and a basis for further international roll-outs for Hilfiger International, a team that was as international as it was motivated, and whose members were drawn from a broad range of disciplines, worked together to ensure its success. Its focal concern was to derive the best result from branding and performance. The sales-promoting content was evaluated from a brand perspective down to its smallest detail. In addition, extensive usability tests, prototypical developments in subsidiary areas, workshops, photographic style tests, and numerous other detailed tasks were carried out to achieve the best result.

Online Marketing
Social Media


When a large team, various international decision-makers at the client’s end, a new provider of outsourcing services (Netrada), a use lab company (Sir Value), and some other agency are all onboard for such a project, the major challenge is to coordinate the project’s every step among all of the various parties. And so the ensuing time differences, regular consultation marathons, multilingual telephone conferences, thousands, if not more, of e-mail messages across the big pond, and large meetings in Amsterdam and Hamburg were a matter of course. The end result that was achieved was stunning.

About the client

Tommy Hilfiger is one of the leading international lifestyle brands in the fashion segment. Established in 1985, the company stands for premium styling and the ultimate in quality and workmanship. With its brands Tommy Hilfiger and Hilfiger Denim, the fashion provider offers its customers a broad range of women’s, men’s, and children’s fashions along with accessories, fragrances, watches, and more. Tommy Hilfiger has been a part of the PVH Corp. Group since 2010. It has an active distribution network in more than 90 countries with more than 1,400 retail shops in North and South America, Europe, and Asia. In 2013 it achieved a total annual sales volume of USD 6.4 billion.


2008 to 2011