chapter  6
Charisma, Culture, and Representation at Tommy Hilfiger
Pages 88

The Tommy Hilfiger Group is a major force in shaping and promoting popular culture, not only in American society, but also in many other parts of the world. Areas outside of the West become sites for consumption of products bespeaking an American identity; some of these products are purveyed by Tommy Hilfiger. The charisma of Hilfiger is a carefully cultivated power that extends not only to his persona and interpersonal interactions but to the firm and its products.