The Fashion Businessflourishes on the international popularity of the American way of dressing –
jeans, trainers, leisure jackets, and T-shirts and for both sexes. Diffused all
around the world through US music videos, movies and MTV, target
consumers cover an increasingly global market of under thirty year olds.
Tommy Hilfiger’s company makes a particularly interesting case study.
His success up to 1999 was phenomenal, following massive growth in the
1990s. At first selling a wide range of male leisure and ‘athletic’ wear such
as jeans and chinos, the company expanded into womenswear. Net income
for 1996–97 increased 38.4 per cent to $661,688,000 over 1996 figures.
The fourth quarter net revenue in 1997 alone reached $170,453,000, with
Figure 8.2.Advertisement for Versace jeans couture on the back of a number 24
London Transport bus, March 1999.