The Center for Industrial Marketing uses solutions the from industry to define an innovative sales approach
Due to increased competition the requirements for manufacturers and trading companies at the point of sell and in collaboration have shifted. Everyone has to be able to survive in the market at the same time. To this end, we joined together with Tommy Hilfiger to investigate the question how consumers can be better integrated in the purchase decision-making process on both sides.
Tommy Hilfiger is one of the most famous fashion labels in the world. Until recently, it was able to successfully establish itself in the market and carry a strong brand image. However, even Tommy Hilfiger felt the effects of an increasing vertical integration in the industry and an intensified competition. Consumers more and more make purchases online. To differentiate itself clearer and ensure future revenue growth Tommy Hilfiger appointed us with the task to develop an innovative sales and cooperation approach for its relevant trade partners. The approach was to combine insights from the textile industry together with the ones from other industry sources and use it to develop a new sales approach.
To better consider the consumer and its needs in the purchase decision, we conducted individual management workshops with Tommy Hilfiger Switzerland that were tailored to their needs. We placed considerable emphasis on making sure that the new marketing approach reflected the individual priorities of the different market participants and that it was adequately included in the problem solving process. We supported the management with coming up with a multi-channel approach that optimizes the collaboration between the manufacturers and trade companies. Using best practices from industry, we combined new impulses and ideas for the supply chain between manufacturer, retail and consumers and switched completely from a push to a pull strategy over the whole collaboration.
The image and brand recognition of Tommy Hilfiger broadly established. Unfortunately, this is not enough in today’s world to stay profitable over the long-term in such a market environment. Thanks to the cooperation and sales approach developed by the Center for Industrial Marketing Tommy Hilfiger Switzerland was able to strengthen the collaboration with selected trade companies and to place its products demand-driven and timely at the point of sale.
|It was extremely valuable for us to transfer best practices from the industry to our environment. The concepts from other industries were promising control levers that combined with the usual approaches from the textile industry lead to competitive advantages. The effort and expertise of the Center for Industrial Marketing did not just convince us but rather played a crucial role in helping us to advance considerably and with quantifiable success.
Roger Diserens, Sales responsibility Tommy Hilfiger Tailored Switzerland