Tommy Hilfiger is launching a new scent that is a big departure from his all American image. Loud, the new fragrance for men and women, is undeniably downtown chic, geared toward Generation Y's innovative and energetic music scene. Recognizing that the Tommy Hilfiger consumer is growing older, Loud is being positioned for edgier consumers similar to the brand's FAME (fashion, art, music, entertainment) team.
“We wanted to make sure that we stayed connected to that consumer, but we also wanted it to be authentic. We are talking to a generation that craves the newest — but they don’t want gimmicky and fake. We didn’t want something that professed to be a rock ’n’ roll fragrance — we wanted to have a real rock ’n’ roll fragrance, and to do that we had to develop it in a way that has never been done in fragrance before.”
Loud will launch in Europe in October with a US release to follow in the spring.
