As one of the world’s leading premium lifestyle brands, Tommy Hilfiger delivers superior styling, quality and value to consumers worldwide. The brand celebrates the essence of Classic American Cool and provides a refreshing twist to the preppy fashion genre.
Since its debut in 1985, the Tommy Hilfiger Group has become a US$ 4.6 billion apparel and retail company by offering consumers a breadth of beautifully designed, high quality products including men’s, women’s and children’s apparel, sportswear, denim and a range of licensed products such as accessories, fragrances and home furnishings.
Today, Tommy Hilfiger has become a global brand with strong recognition and a distribution network in over 90 countries and more than 1.000 retail stores throughout North America, Europe, Central and South America and Asia Pacific.
The CMS of Tommy Hilfiger's Global Website has recently been replaced by a customized version of Sitecore. While several people within Tommy Hilfiger are responsible for the creation of content for this website, the production through the newly created CMS (and related expertise hereof) is hosted by only one Digital Manager. Time constraints of the responsible Digital Manager results in a lag of updating the online business information offerings. Since the creation of content is subject to periodical rushes (during fashion week, at launch of new collections and campaigns, etc.), internal reorganisation of content production is not cost-effective. This develops a need to outsource the production of online content.
Colourcake produces online content and manages the CMS. Colourcake works alongside existing partners of Tommy Hilfiger, including advertising companies, IT vendors and digital agencies. Outsourcing to Colourcake offers Tommy Hilfiger the following benefits:
Colourcake has organised the cooperation with Tommy Hilfiger according to the following process:
By outsourcing the production of content to Colourcake, the publication of news on Tommy Hilfiger's Global Website is constantly up-to-date (even during periodical rushes). Besides, the user-friendliness of the site is enhanced by consistent archiving of outdated news. Development of a customised template and content calendar is used to support the process of content creation. Since the expertise of the CMS is no longer solely represented by the Digital Manager, the vulnerability of online content management has declined, guarantying continuity in the production of content. As the content (and copywriting) is still internally created, the corporate image of Tommy Hilfiger is unabatedly represented and Colourcake can produce the online content up-to-date and multilingual at very limited costs. Actual understanding of activities, costs and work performances for Tommy Hilfiger serves as the basis for ongoing evaluation and direct communication.