Challenge: Tommy Hilfiger licensed footwear was concerned about its lagging men’s shoe line sales.

Objectives: To help Tommy Hilfiger gain critical  knowledge about the weaknesses in its men’s line, and to better understand the success of its women’s line to leverage that knowledge and evaluate potential opportunities in product, service and merchandising for the brand.

Solution: Qualitative exploratory research among men and women fashion footwear purchasers provided insight into target audiences’ mindsets and attitudes towards the brand as well as reactions to potential new marketing ideas.

Result: Plan-it provided product, positioning, and merchandising strategies for both the men’s and women’s shoe lines that were incorporated into marketing planning efforts.