Discuss the role of the type of research you recommend in enabling Fred Gehring and Tommy Hilfiger to keep abreast of apparel fashion trends?

The Situation

From the blacktop to the golf course. designer Tommy Hilfiger has the streets covered. His namesake casual wear is worn by rap and rock. teen. and sports stars and fans, and. these days. Many of them are women. Tommy designs. sources make and market men's and women's sportswear and denim wear. as well as athletic wear. children's wear, and accessories. Through

extensive licensing deals (almost 40 product lines). Tommy also offers products such as fragrances. belts, bedding, and home furnishings. and cosmetics. As of 2009, the company's clean-cut clothing is sold in major department and specialty stores as well as some 180 Tommy Hilfiger shops and outlets. With "such a large empire. it is no wonder that Fred Gehring. The CEO and president of Tommy Hilfiger are always kept busy trying to make sure the company does not forget the most important aspect of its business -satisfying consumers' needs!

The Marketing Research Decisions

1. Discuss the role of the type of research you recommend in enabling Fred Gehring and Tommy Hilfiger to keep abreast of apparel fashion trends?