Hilfiger entered most Asian countries through licensing agreements, however, as sales grew substantially in China and Japan, it turned to self ownership within those markets.
In recent years, Hilfiger has inaugurated large flagship stores in prime locations within large markets, such as in New York City, Paris, and Tokyo. These stores serve not only to make sales, but also to demonstrate the variety of merchandise under the Hilfiger label. The foreign stores are decorated to emphasize an American image, while simultaneously connecting the United States to the host country. In the Paris store, this includes a poster of a U.S. magazine with the Eiffel Tower on the cover. By locating in prestige areas, Hilfiger promotes an aura of having high-end products, yet its aim is to be a high-margin brand with prices a notch lower than luxury brands.