Abstract
In the context of fashion trends’ supplementation, this paper aims to investigate the trend adoption by the Tommy Hilfiger brand – which, accordingly to its website, is a consecrated fashion and lifestyle brand. For that, we collected and coded documentary data from the brand’s autumn/winter 2013/2014 fashion collection and documentary data from the market leader in trend analysis, WGSN. By comparing the Tommy Hilfiger collection and the WGSN trends, we identified the low – almost non-existent – adoption of trends. This could be justified, among other reasons, by the brand’s strong identity and notoriety, which commercializes the still valuable lifestyle of wealthy and preppy young Americans.Keywords: fashion trends, fashion, brand, positioning, fashion product.
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