Revman eyes Tommy growth
Marvin Lazaro -- Home Textiles Today, August 17, 2001
New York — The brand strength of the Tommy Hilfiger licensed bedding collection by Revman Industries has prompted the manufacturer to take a look at other areas of licensing.
Furniture, tabletop items, lighting or floor coverings may all one day bear the Hilfiger name, according to Norm Savaria, senior vp and chief merchandising officer for Revman.
"We want to intensify the consumer's relationship with the brand as a home brand as well as an apparel brand," Savaria told HTT. "I think the next step is expanding the brand into other home classifications."
But for now, New York-based Revman looks to continue that success with the licensed line by tying in its latest introductions for the fall with proven looks and by transitioning the sophisticated look of the master bedroom with the younger tastes of the next generation.
"We want people to shop for themselves and for their children when they think of Hilfiger for the bedroom and bathroom," said Elizabeth McNulty, vp of creative services for Revman's Tommy Hilfiger Home division. "We're also trying to provide value and quality with the look that's Tommy."
"The Tommy Hilfiger collection is for the younger customer, and we've been successful with that since its launch. And we're going to continue to build and aggressively grow that area," Savaria said. "With the Crest collection, which is for the master bedroom and the little-bit older consumer, we're getting good presentation, placement and sell-through at the retail level. People are identifying with it."
Plenty of subtle extras add value to virtually every bed in the Crest collection, which will enjoy the addition of three new ensembles to its ranks as well as many new colors for the solid and damask sheet set line. Many of the original colors in the Crest sheeting line also tie in with the new ensembles.
Leading the way, and part of the Hilfiger national ad campaign, Vineyard Haven utilizes the classic colors of red, white and blue in a sophisticated stripe combined with a jacquard top-of-bed. Allington is the only printed ensemble in the collection and uses a decorative floral in blue and yellow with lavender accents. A jacquard woven outer bed in tonal sage green and off-white is part of the master bedroom-oriented Belle Meade. Cording, contrasting ruffle and braided cord all provide extra sophisticated touches to all three of the beds and their accessories.
All of the beds may be combined with the new color additions to the Crest sheet collection. All of the colors — twilight blue, storm blue, garnet, butterscotch, mineral and moonbeam — are reminiscent of jewel tones and are done in 400-count pima cotton sateen and may also be tied in with past Crest collections.
"We have a strategy to constantly challenge ourselves to build on previous collections," Savaria said. "We want to expand on that success and make it a bigger story. To make it new for our customers and for the consumer is an ongoing strategy of ours."
Appealing to the younger customer will be the additions to the Tommy Hilfiger line — Sinclair, Summertime and Marina's Field.
The masculine and sportswear-driven Sinclair features a blackwatch plaid combined with a matching paisley. For the feminine customer, Summertime is done in lavender, lilac and white with a paisley and micro-gingham, while a linen texture done in khaki with a stylized floral motif adorns Marina's Field. Each ensemble also uses many signature Hilfiger details such as pintucking or contrasting or complementing ruffles. Tommy Hilfiger's signature has also been worked into many of the patterns as another detail.
Also new for the fall is higher-thread-count for fashion sheeting in the Collection line, which moves up to a 250-count from a 200-count construction.
New sheets and top-of-bed accessories have also been added to already established collections. Lafayette Square will have a plaid sheet, decorative pillow and quilt added, while a new batik coordinate sheet will be added to Stinson.
New for the bathroom are several new collections, some of which tie in with the bedding, while others are free-standing programs.
Sea Sprite, which features whimsical fish with pastel colors, Marina's Field and Summertime all appeal to the younger customer. For the master bathroom, Somerset, which uses a jewel-tone paisley, Vineyard Haven and Allington are all new.
For the Hilfger open stock beach towel collection, Classic Flag, Tommy Reef, TH Beach Party, TH Blueprint, Beach Chair Boogie, Classic Surf and Hilfiger Hula are all new. Pink sorbet, mango, seaspray, shell pink and key lime have also been added as colors to the core towel program.
"The numbers we track at retail are great, much better than the overall trend" Savaria said of the Hilfiger line. "The one thing that's great for us is Tommy himself."
Industry Related Content
Celebrity Branding at NY Home Fashions Market