Tommy Hilfiger Corp. has been losing its popularity dramatically that made the company search for the help of Toth Brand Imaging.

Although Tommy Jeans had been one of the most trandy brands among the teenagers 10 years ago, now it is almost shut down. The situation outside Europe looks better as the company struggles hard for foreign markets and the brand has "small pockets of strength" in the South but, according to Joseph Teklits, Wachovia Capital Markets analyst, "the Tommy Hilfiger brand is one step away from retiring to the moderate department store channel."

Joseph Teklits states that the brand is in serious need of updating the images and really can make use of Toth Brand Imaging, the company who helped such brands as Coach and Wrangler in the same situation and developed an effective image campaign for Tommy 15 years ago. "We think the company will, or at least should, be open to a major overhaul of the brand. We expect the impact of a new campaign to be implemented fully by fall 2006", says the analyst. He hopes that the brand will regain its popularity in a year.