Tommy Hilfiger to align fashion shows with retail calendar
Tommy Hilfiger announced Friday that it will align its runway investment with the retail calendar. The American brand is falling in line with the new fashion show strategy that Burberry and Tom Ford recently announced they would adhere to.
Starting with the Spring 2017 NYFW season, Tommy Hilfiger will debut its Fall 2016 collections with a full-scale fashion show for consumers and press. The collection will be immediately available for purchases across all sales channels including the global retail partners. The “Buy Now. Wear Now.” gratification is part of the brand’s strategy to democratize the runway and keep the consumer at the center of its business.
This September, the company will debut the complete TommyXGigi collection in collaboration with model, Gigi Hadid in addition to an exclusive selection of curated looks from Tommy Hilfiger women’s. The launch will be supported by an integrated global advertising campaign.
“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 Tommy Hilfiger. “In the past 30 years, we’ve paved the way in fusing fashion and entertainment. This philosophy has always been a part of my dream to connect our global consumers to inspiring, unexpected fashion experiences. We’ve been building towards this for a long time, and the natural progression of this approach to democratizing 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 Fall 2016, the brand will debut its Spring 2017 women’s collections to consumers in February 2017. In September 2016, Tommy Hilfiger will stage private advance showings of the Spring 2017 collections for wholesale buyers and long-lead media.
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