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.”
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