Tommy Hilfiger Realigns with Buy Now Wear Now Goal

Beginning with the Spring 2017 New York Fashion Week season, the brand will redirect its investment to align with the retail calendar

Tommy Hilfiger has moved to democratise the runway and keep the consumer at the centre of its business, effectively taking its strategy further. Beginning with the Spring 2017 New York Fashion Week season, the brand will redirect its investment to align with the retail calendar.

The new direction will see the debut of its Fall 2016 collection with a full-scale fashion show for both consumers and the press. The range promises to be immediately available for purchase across all sales channels, including throughout the group’s retail partner network worldwide.

“This philosophy supports my dream to connect our global consumers to inspiring, unexpected fashion experiences. The natural progression of this approach is to make the full excitement and energy of NYFW directly accessible to our consumers in an impactful way,” said Hilfiger.

The change is expected to heighten the global influence and visibility of its NYFW shows as well as offer consumers instant gratification via a Buy Now. Wear Now. movement. Also, the brand’s September event marks the public debut of Gigi Hadid’s capsule collaboration with the designer label.

The complete TommyXGigi line will be presented for the first time at a runway event in a manner which captures the fashion giant’s signature show style to guarantee an entertaining display. Additionally, the showcase will entail an exclusive selection of looks curated from its women’s collection.

The launch will be supported by an integrated global advertising campaign. For the push, the chain is set to partner with an internationally-positioned multi-media broadcast network to amplify the fusion of fashion and entertainment which has long been at the heart of the brand’s DNA.

Following the transition, the Spring 2017 women’s collections will debut in February 2017. In recognition of the current calendars for wholesale buyers and long-lead media, the lifestyle leader is scheduled to stage private advance showings in September this year.

The shift in the fashion show strategy reflects the company’s commitment to the global growth of its womenswear segment. Anchored by a highly engaged audience around the show and NYFW, there is immense potential for additional growth across all its women’s categories.

“In line with our vision to become more consumer-centric, it’s important that we channel into the moment, the incredible visibility and engagement that our shows generate, when the product launches,” said Daniel Grieder, Chief Executive Officer for Tommy Hilfiger.