#TommyHilfiger #Spring2017 #Retail #SeeNowBuyNow #

Industry: Luxury retail

Location: Venice Beach in Los Angeles

Related to: See-Now-Buy-Now

Reviewer: Yujia HUO – Parsons School of Design

Company: Tommy Hilfiger

Website: http://wwd.com/fashion-news/sportswear/tommy-hilfiger-to-stage-spring-2017-see-now-buy-now-show-in-los-angeles-10715714/


Traditional American High-end brand Tommy Hilfiger has successfully renewed its brand image through the collaboration with famous super model Gigi Hadid. In fact, during recent years, it is focused on reaching the next generation of consumers through the strategies, which tend to play very well on social media where today’s young people spend their time.

On February 8th, 2017, the eve of the NYFW, Tommy Hilfiger eschewed a traditional runway show and created a totally new “Tommyland” to launch its new Tommy x GiGi collection. It was considered as a reform of traditional runway because it is designed as a music festival-inspired extravaganza, which includes amusement rides, graffiti artists, roller skaters, musical performances and on-site boutiques with runway products. “Tommyland” took place in Venice Beach in Los Angeles because this beach lifestyle inspires the Tommy x Gigi collection. Before this show, the brand has invited their consumers to choose their favorite Tommy x Gigi looks over social media, with the winning pieces being produced and sold on the runway, so this innovative event is viewed as a co-creation progress between the brand and the consumers. According to the brand, during the event, 3,000 people were present — 2,000 of them are consumers and 1,000 are press, influencers and buyers, approximately.

Since last year, several luxury brands have announced to use “see now buy now “ strategy instead of the traditional luxury business model to complete with the threat of fast fashion brands. Tommy Hilfiger is one of these brands. The “Tommyland” this time is an attempt on the new strategy. Therefore, every item shown during this event is immediately available to purchase across all sales channels of Tommy Hilfiger in more than 60 countries, including the brand’s wholesale partners, own retail channels, tommy.com and also social media. Thanks to the “see-now-buy-now”, customers need no longer to wait for several months to get the items they ordered and they are also able to have more opportunities to learn about the brand.

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