SALES STRATEGY OF TOMMY HILFIGER IN INDIA

Abstract

Sales and Distribution Management is a concept that has been around now for the last two decades and while there has been a great deal written on the benefits that can be accrued from adopting such a management approach there are very few companies outside the retail sector that can genuinely say that they manage the Distribution Network. Textile manufacturing companies wish to influence consumers' buying behavior, and thus they launch strong sales promotional campaigns or introduce changes in their price policies, among other actions. This project aims at looking at the sales strategy of Tommy Hilfiger in India. Tommy Hilfiger is a recognized premium fashion brand, offering customers a range of high-quality product lines including men's, women's and children's casual apparel, denim, accessories and a variety of licensed products such as fragrances. Secondary sources have been used to look into the apparel sector of India. Moreover, the study further seems into the branded T-shirt/ Jeans market through an initial survey conducted in Delhi and NCR region. The study tried to study and understand the ideologies of the sales strategies with regards to the textile sector of Tommy Hilfiger and further how much interaction is there, how much feedback is there, how much success is the companies in utilising distribution network in boosting the sales and establishing its brand equity.