Red, white, and blue flags interspersed with model bodies and made-up faces flashed on the Cabot Auditorium screen to the tune of "American Woman" on Wednesday afternoon to introduce business mastermind Tommy Hilfiger.
Among the flashing cameras, an audience of students, administrators - including President John DiBiaggio - and faculty listened attentively while the successful CEO recounted his life story. His speech was autobiographical, focusing on the evolution of his company, a venture that sprang from the $150 Hilfiger earned while working at a gas station in his hometown of Elmira, NY.
The CEO of the clothing label which bears his name served as the kick-off speaker for the Entrepreneurial Leadership Lecture Series, part of the Entrepreneurial Leadership program created by School of Engineering Dean Ioannnis Miaoulis.
In his speech, Hilfiger drew from experience to offer advice to the students in the audience. "Do what you love and, if your parents tell you to be a doctor or a lawyer, but you don't like it, don't do it, because you'll only be successful if it's what you like," he said.
From the outset, Hilfiger explained, his company has produced collections in classic American style, and has focused mainly on teenagers. Hilfiger said he once attempted to sell a more expensive and sophisticated line of clothing, but failed.
The early years were not easy for Hilfiger, as he faced disagreement with his family (who never thought the young diploma-less entrepreneur would make it in the fashion market), arguments with hard-headed employers about non-conservative jean designs, bankrupt associates, an already-patented brand name (Tommy Hill), and numerous days spent empty-pocketed and knocking on doors. But these obstacles didn't stop Hilfiger from pursuing his goal to create his own collection of bell-bottom jeans and button-down shirts for adolescents, and to compete with long-established designers like Calvin Klein and Ralph Lauren.
Five years after moving to New York City in 1979, Hilfiger produced his first signature collection, using his often-unpronounceable name to title the brand. The merchandise - clothing that had a relaxed fit, a washed appearance, and a baggy and over-sized style - sold very well. It was only men's attire, however, and Hilfiger dreamed of someday producing a complete collection.
The brand and the sales profit expanded after Hilfiger partnered with Hong Kong associate Silas Chou. Eight years and two more associates later, Tommy Hilfiger Inc. went public.
Today, the company collects $2 billion dollars a year from sales.
While no one doubts the success of Hilfiger's corporation, many students in attendance students questioned some of the company's business practices. One charge was that the company uses child labor in factories in foreign countries. While Hilfiger did not deny this has been an issue for his company in the past, he replied that Tommy Hilfiger Inc. has formed a consortium with Donna Karan, Calvin Klein, and Ralph Lauren, among other designers, to stop the use of child labor in their companies. The company has been sued for these charges, but employees responsible for illegally subcontracting factories outside the US where child labor was employed have been dismissed from their jobs, according to Hilfiger.
The fact that Tommy Hilfiger Inc. is addressing the issue is significant, its CEO said. "Nike is under pressure because they have just ignored the problem," he said.
Other students inquired about the use of anorexic-looking models in advertisements. Hilfiger replied that while his company is seriously attempting to reform this practice, doing so remains difficult while competition in the form of pressure to use well-known faces in the advertising industry exists.
"I hate doing it because it fuels the cause, [but] we are trying hard to move the advertisement position to a normal place because it is a dilemma," Hilfiger said. "We [also] have a new large size sports line."
Some alleged that Hilfiger's use of the American flag is an attempt to present the rest of the world with a model culture, labeling the Tommy Hilfiger logo a pseudo-imperialist tool. Hilfiger proudly positioned himself as an American patriot, saying that he likes to think of the company logo - which uses red, white, and blue to make a flag-shaped "TH" - as "my American flag."
"People have a choice and can wear whatever they want. I don't believe in dictating," Hilfiger said.
Despite criticisms, students seemed to genuinely enjoy the speech, and there was grand applause after Hilfiger concluded - even before the announcement was made that free Tommy Hilfiger books were being distributed outside of the auditorium.
"I think he has a lot of pride, and I think it's something we need," sophomore Noelle Gaspard said.
The event was organized by the student group Paragon and Damon Meyer, one of Paragon's co-presidents, who is a family friend of Hilfiger's. "I think it went very well, and I'm happy that we had a small crowd that was interested and asked questions at the end," Meyer said.
Miaoulis agreed to Meyer's suggestion that Hilfiger come speak at Tufts because the dean considers Hilfiger's work a prime example of entrepreneurship.
"With all his successes and failures, with how luck factors into the game, with all the difficult decisions, Hilfiger is perfect for the program," Miaoulis said. "It was a great story, delivered in a great way, from a great person."
