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Tommy Hilfiger's Spring-15 show's new digital program
Aug '14
The American apparel retail company Tommy Hilfiger is set to introduce a new digital program titled First Timers at its upcoming spring 2015 women’s runway show during the New York Fashion Week, which is due to take place from September 4 to 11, 2014.

The retailer, who is prepping up to stage a catwalk on September 8, 2014, at NYC’s Seventh Regiment Armory, is planning to democratize the overall fashion show viewing experience by using social media and digital space.

The new program will bring together a diverse group of digital influencers from different fields, including music, dance, architecture and travel, who will document the experience of viewing a fashion show through their individual perspectives that combine their area of expertise.

The influencers, who are alien to the world of fashion, will record and share their bespoke footage of the parade via blogs and social channels amplified over Tommy Hilfiger’s social channels and live social media feed ‘The Conversation’ as well as the fashion show’s on-site LED screens.

This recreation of the show through the perspectives of digital influencers who are new to the fashion space supports Tommy Hilfiger’s commitment to opening up the runway show experience, making the event more democratic and giving a wider global audience unprecedented in-the-moment access.

While commenting on the new digital concept, the Chief Marketing Officer of the Tommy Hilfiger Group, Avery Baker says, “We strive to develop digital programs that engage new audiences and embrace innovative social media pioneers.”

“Building on the spirit of democratization ingrained in Tommy Hilfiger’s DNA, the ‘First-Timers’ program opens the runway to a well-established network of digital influencers, and invites them to share their unique artistic perspectives and compelling original imagery from the show,” she adds.

Founded in 1985, Tommy Hilfiger specializes in men’s, women’s and children’s apparels, sportswear and denim.

Fibre2fashion News Desk - India

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