Qualitative Research

As one of today’s top designers in the world of fashion, Tommy Hilfiger has seen and done it all.   Celebrating 25 years of his namesake brand this fall, Hilfiger is currently marketing his 25 year celebration with a flashy show during Fashion Week including tailgate parties and anniversary products.  Although throwing a tailgate may been seen as unprofessional or somewhat obnoxious for someone of his age and fashion standing, Hilfiger has always been one to step outside the box and deliver on many different levels. 

When working in the world of fashion you must always be on top of your game and be one step ahead of the other designers.  Hilfiger is one designer that has always had that extra flare and edge which has made him one of the most well known designers today.  As a designer you are constantly taking ideas from your surroundings pulling what you see, hear, feel, taste and smell and turning it into the next “it” style.  This kind of research is called qualitative observation.  Whether he was aware of it or not Hilfiger has been using qualitative observation for years by using his senses and channeling them into works of clothing. 

  “I wanted to build a business around all this pop culture” said Hilfiger at his fashion show back in September.  To do this Hilfiger gets inspiration from movies, music, celebrities and art and uses them to thread together different signature looks.  These looks have evolved through hippy, preppy, Americana and glitzy glam.  Because he has been in the business for so long he has had influence from different pop icons such as The Beatles to Beyonce to work off of and use their zest and flare and use it in his fashion creations. 

By constantly changing, embellishing and flaring up his different clothing lines Hilfiger is continuously using qualitative observation for motivation and inspiration towards his new designs.  Because he is constantly observing the world he has a basic understanding of human nature which involves change and innovation.  By pulling what is going on in the world of music, movies, television and pop culture Hilfiger has been able to keep his brand well recognized and reputable.