One reason for the success of the Tommy Hilfiger clothing brand in the 1990s was maintaining a closed system with respect to young consumers' feedback by conducting research in music clubs.

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"When Hilfiger's distinctive logo-laden shirts and jackets started showing up on urban rappers in the early '90s," says one account, "the company started sending researchers into music clubs to see how this influential group wore the styles." By having constant feedback, an open system, with young consumers, Hilfiger was rewarded: In the late '90s, its jeans became the No.1 brand in this age group.

One Reason for the Success of the Tommy Hilfiger Clothing