All-American designer Tommy Hilfiger recently announced a partnership on a new project with music dynasty Sony BMG to meld together the worlds of fashion and music. The final product: TommyTV, an online music television website that will feature new artists sponsored by the fashion mogul. Live performances of the musicians will also be featured on the site, and young new artists will have the opportunity to compete to showcase their talents in the "Hilfiger Auditions".
Some might wonder, why music and fashion, but according to Hilfiger, music was a main reason why he got involved in the fashion industry in the first place. Hilfiger told Reuters that back in the 60's, rockers like Mick Jagger were the type of style icons that he aspired to become. Now, almost fifty years later, Hilfiger is a style icon of his own kind.
While it's hard to say how TommyTV will be received, I think that Hilfiger is smart to branch out and market his brand in a new way. With a target market of teenagers and youthful adults, he is definitely being strategic by combining efforts with the music industry whose direction always seems to be dependent on the wants and needs of Hilfiger's demographic. With the launch of the site being so new, I'll be curious to see how it evolves and gains popularity in the upcoming months. For anyone interested, check out http://tommytv.com to see what Hilfiger has in store for us next.
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