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https://www.marketwatch.com/story/phillips-van-heusen-tommy-hilfiger-in-3-bln-deal-2010-03-15

https://www.forbes.com/2010/03/15/phillips-van-heusen-markets-equities-hilfiger.html#70c5967a76bb

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http://global.tommy.com/int/en/about/corporate-responsibility/tommy-cares/14
This site is a good source since it is talking about the companies business perspective. Tommy tries to get a larger main audience by including collections for people with disabilities or for preppy people or urban people. They are also involved in many different campaigns to make the world a healthier place and they hire anyone. no matter their race, culture or religion.

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https://www.marieclaire.co.uk/news/fashion-news/tommy-hilfiger-fashion-brand-moments-575673
This source talks about the history of Tommy Hilfiger's designs from when he started as a business owner of peoples place where he started styles that would inspire the youth to buy. He had hippie, Rock and Roll, preppy and urban styles in his collections.

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Pg 257-260
Before in the old ads consumers would be interested in the quality of the fabrics, the style and the price but didn't really care about the history behind the brand. Now in the new ads consumers are interested in knowing the behind of scenes of the company, consumers would buy more of the product if they mention that they will donate a portion of the sales or something if they buy the product. Consumers are also interested in knowing the labour conditions with the company, as some have received backlash and boycotting for mistreatment in the work force. Consumers like to feel good now after purchasing the product instead of just liking a clothing item

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https://footwearnews.com/2018/fashion/designers/tommy-hilfiger-interview-cover-story-1202689646/

https://www.grandprix247.com/2019/03/08/hamilton-tommy-and-i-want-to-unite-people-through-fashion/

https://ww.fashionnetwork.com/news/Tommy-Hilfiger-leads-PVH-revenue-beat-as-sales-dip-at-Calvin-Klein,1083396.html#.XLUowS8ZOu4

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- The use of vibrant colours (mostly warm tones) in the background
- Simplicity in their designs of clothes with their vibrant colour but simple pattern
- The alleys of brick sided walls
- The hair styles

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- The camp site
- Having pine trees
- The clothes are fancier
- Their wearing warmer clothes such as beanies, scarves
- The plaid sheets

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- using the word unite in the voice overs seems to suggest the message of everyone being together
-  Having the millennials smile and enjoy wearing their clothes seems to suggest comfort and style
- Lewis Hamilton and the vibrant background seems to suggest confidence when wearing the clothes
- the change from a b/w background to a vibrant one seems to suggest millennial's changing the life of the streets and making it their own style
- The semiotics of the young adults dancing together seems to suggest unity
- The title format has both simple  the old title and a more urban style
- The hair styles seem to suggest the evolution of trends with it being bob cuts and bangs now.

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- The semiotics of the song Holiday seems to suggest family and gatherings
- the semiotics of the families seems to suggest happiness and joy
- the semiotics of the family sitting together seems to suggest unity
- the mother sitting on a chair signified a rich mother in those times who would stereotypically have people do things for them
- The father doing the toast and sitting in the front seems to suggest a patriarchal family
- The title format is simple

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We see a change from a high class style "preppy".

Back then it was for higher class people.

The meanings of the ads changed as back then was more of showing of the clothes  rather in the new ad its about deeper meaning.

In the new ad we can see how celebrities have a big influence.

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The 2000’s were a time, when fashion was all about colourful clothing, high waist-line, etc.

Tommy Hilfiger was different, It appealed to the youth population

It was very preppy, “our crew” mentality

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This ad focuses on more than just the clothes.

Has a strong message

Clothes are more casual, comfortable and suitable for any type of person no matter their social class.

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We're all different, there's beauty in difference and when everyone come's together, we're unstoppable.
Power is unity.

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-The goal of the ad is to launch their new American classic preppy fall clothing line.

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- The message of loving the holidays and trying to enjoy it with your family. The girl driving away shows how hectic family gatherings can be around the holidays.

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Young teenagers 18-21

Targets everyone (but the younger population is more attracted

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The goal of this ad is to promote a deeper message while representing
the new innovative clothing fashion within Tommy Hilfiger. As well as to launch their new colourful vibrant clothing. Clothes that are suitable for everyone.

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The ad demonstrates positioning by leadership as it is one of the only companies that have a creative vision

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Positioning by Price
-Tommy Hilfiger is a high end brand and if shown on a positioning map they are categorized as a high end brand.