In 1984, Mohan Murjani, an Indian textile entrepreneur, contacted Hilfiger to design a line of clothing. Murjani wanted to refresh the preppy look associated with Ralph Lauren and market it to a broader consumer base. And this is how Hilfiger launched his first collection that featured button-down shirts, chinos, and other classic preppy styles.
Armed with creative advertising ideas and solid pricing strategies, Hilfiger rose from the ranks of an unknown designer to a top selling one in a short amount of time. The ad that was displayed on a billboard in Times Square compared Tommy Hilfiger to Calvin Klein, Ralph Lauren, and Perry Ellis. It was a risky move but it definitely paid off.