Tommy Hilfiger will fully adapt to the ‘see-now-buy-now’ model with the
launch of the ‘Tommy Pier’ during New York Fashion Week on September 9.
The brand will showcase the Autumn Winter 2016 collaboration Tommy x Gigi
Collection with Gigi Hadid, which will be live-streamed and available for
purchase online at the same time. The event will accommodate 2000 guests,
half of which will be consumers and members of the public.
There will be a fashion show on the pier, which will be transformed into a
fairground, with a Tommy Ferris wheel, hotdogs, doughnuts, and of course
plenty of fashion.
Consumer attendance will be a mix of Tommy Hilfiger’s loyal customers and
tickets offered for free on NYC Go.
The Pier will be open to the public on September 10 from noon to 9 p.m. with
broadcasting of the show on repeat on screens throughout the venue. There
will be two Tommy x Gigi pop-up shops, a vintage Tommy Hilfiger shop,
record shop, nail art and temporary tattoos will join the attractions of
the fairground.
The significant change to Hilfiger’s presentation formula is that all
styles shown on the catwalk will be available for immediate purchase on a
global scale. The capsule collection will be sold on the brand’s website,
it’s self-operated retail channels and also via its wholesale network.
Tommy Hilfiger’s collaboration with Gigi Hadid is a way to tap into her
social media prowess, which includes 21.8 million followers on Instagram.
After her appearance on last September’s runway, Hilfiger told WWD: “We
were the most viewed show on Snapchat, and we’ve been having so many
requests for the crochet bikinis and everything else Gigi wore. She is the
definition of today’s ‘Tommy Girl’ given her optimistic personality and
effortless, confident style.”
Photo credit:Tommy x Gigi look book, Tommy Hilfiger Facebook