Luxury label Tommy Hilfiger will launch a new collection in a bid to grab market share from American Apparel, Gap and Abercrombie & Fitch.
The line, called Meet Tommy, is set to target men and women in their mid twenties, and moves away from the preppy look of its main collections, according to reports.
The collection, which will consist of knits, outwear and denim, will be available in three Candian stores in October, with an international roll out expected to follow. It will also be available for purchase on its website next year.
Earlier this week Tommy Hilfiger, which is owned by US giant Phillips-Van Heusen, announced it had launched a new visual identity for its autumn ad campaign.
The ad campaign, called ‘The Hilfigers’, features a dysfunctional family of 16 gathering on an American football field ahead of a big game. Devised by advertising company Laird + Partners, the campaign aims to to be “lively and fun”.
Founder Tommy Hilfiger, said: “I am very excited about this new ad campaign as it takes our visual identity in a fresh direction while respecting our brand aesthetic. This is the first campaign to truly capture the brand’s 25 year heritage of twisted preppy American sportswear. I love how, like the fall collection, the images truly jump off the page.”