Tommy Hilfiger is the latest luxury brand to move into the ‘show-it, want-it, buy-it’ space as of September with its autumn 16 collection. The brand’s New York Fashion Week show in September will be a multi-media broadcast runway production staged for a consumer and press audience, with all styles immediately available for purchase through retail, e-commerce and wholesale channels.
The brand’s September show will also mark the public debut of Gigi Hadid’s capsule collaboration with Tommy Hilfiger, where the complete TommyXGigi collection will be presented to consumers for the first time. The presentation will also include an exclusive selection of looks curated from the extensive world of Tommy Hilfiger women’s, and the launch will be supported by an integrated global advertising campaign. The company said it will partner with a global multi-media broadcast network to “amplify the fusion of fashion and entertainment that has long been at the heart of the brand’s DNA.”
“I founded my brand to be accessible and inclusive, and I’ve always considered the consumer to be the most important aspect of our business, ” said Hilfiger himself. “We’ve been building towards this for a long time, and the natural progression of this approach to democratising the runway is to make the full excitement and energy of NYFW directly accessible to our consumers in a globally impactful way.”
Following the transition for autumn 16 with the launch of the TommyXGigi capsule collection, the spring 17 Tommy Hilfiger women’s collections will debut to consumers for the first time in February 2017. In recognition of the current calendars for wholesale buyers and long-lead media, in September 2016 Tommy Hilfiger will stage private advance showings of the upcoming Spring 2017 collections.
The shift in women’s fashion show strategy reflects the company’s commitment to the global growth of its womenswear business.
CEO Daniel Grieder said: “In line with our vision to become more consumer centric, it’s important that we channel the incredible visibility and engagement that our shows generate into the moment when the product launches. This is the next step in our journey to shorten the development cycle and balance our approach to meet the diverse needs of consumers, buyers and media. We are committed to working in a new way with our business partners and the industry to achieve this goal.”