Princess’s Leisure and Life+Style

Dreaming by Tommy Hilfiger

Tommy Hilfiger commissioned Harris Interactive to conduct a survey among U.S. adults about their “Dreams” to coincide with the launch of his new fragrance Dreaming.

According to the recent survey, 50% of American adults believe they need money to make their dreams come true. In addition to money, romantic dreams are very common.

Both men and women describe their spouse or significant other as the woman or man of their dreams (37% of adult men and 38% of adult women).

When asked about their “ultimate dream,” money appears to be an important factor in working to fulfill those dreams. Most frequently, adults describe their ultimate dream as “having a money tree” (27% of adults) or “being able to travel the world,” (22% of adults).

When asked to describe their “dream” day, women spoke of “shopping with no spending limit” (31% of women), while men wanted to have access to their own plane with a pilot to take them anywhere in the world (22% of men).

So how do Americans plan on making the money to fulfill their dreams? One of the most popular dream jobs is working in “entertainment” (30% of adults, 46% of 18-34 year old women), most likely because this field would not only be fun, but provide the means with which to realize their dreams.

Not all dreams are financially oriented, however. Americans do have a philanthropic streak as well, describing their dream legacy as “being a good Samaritan” (32% of adults) or “helping the world” (20% of adults).

So whether your dreams are about love, adventure, fortune or fame, dreaming is a very personal and intimate experience. Tommy Hilfiger celebrates this concept and captures this intimacy in the new women’s fragrance, Dreaming.

This survey was conducted online with the United States by Harris Interactive on behalf of Tommy Hilfiger Toiletries Fragrances between September 6 and 10, 2007 among 2,542 adults. Results were weighted as needed for age, sex, race/ethnicity, education, region and household income.

Propensity score weighting was also used to adjust for respondents’ propensity to be online. All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with non response, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words “margin of error” as they are misleading.

All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of the U.S. adult population.

Because the sample is based on those who agreed to be invited to participate in the Harris Interactive online research panel, no estimates of theoretical sampling error can be calculated.