Home / Knowledge / News / Fashion / Tommy Hilfiger continues to democratize fashion runway
Tommy Hilfiger continues to democratize fashion runway
15
Feb '16
Courtesy: Business Wire.
Courtesy: Business Wire.
Tommy Hilfiger, which is owned by PVH Corp., has announced the next step in its strategy to democratize the runway and keep the consumer at the center of its business.

Starting with the Spring 2017 NYFW season, Tommy Hilfiger will redirect its runway investment to align with the retail calendar and debut its Fall 2016 collections with a full-scale fashion show for consumers and press. The collection will be immediately available to purchase across all sales channels, including throughout the business's retail partner network globally. This change channels the global power, influence and visibility of the brand's NYFW shows to deliver consumers instant “Buy Now. Wear Now.” gratification, the brand said in a press release.

The brand's September show will mark the public debut of Gigi Hadid's capsule collaboration with Tommy Hilfiger, where the complete TommyXGigi collection will be presented to consumers for the first time at a runway event in the brand's signature entertaining show style. The presentation will also include an exclusive selection of looks curated from the extensive world of Tommy Hilfiger women's, and the launch will be supported by an integrated global advertising campaign. The company will partner with a global multi-media broadcast network to amplify the fusion of fashion and entertainment that has long been at the heart of the brand's DNA.

“I founded my brand to be accessible and inclusive, and I've always considered the consumer to be the most important aspect of our business,” said Tommy Hilfiger. “In the past 30 years, we've paved the way in fusing fashion and entertainment. This philosophy has always been a part of my dream to connect our global consumers to inspiring, unexpected fashion experiences. We've been building towards this for a long time, and the natural progression of this approach to democratizing the runway is to make the full excitement and energy of NYFW directly accessible to our consumers in a globally impactful way.”

Following the transition for Fall 2016 with the launch of the TommyXGigi capsule collection, the Spring 2017 Tommy Hilfiger women's collections will debut to consumers for the first time in February 2017. In recognition of the current calendars for wholesale buyers and long-lead media, in September 2016 Tommy Hilfiger will stage private advance showings of the upcoming Spring 2017 collections.

The shift in Tommy Hilfiger's women's fashion show strategy reflects the company's commitment to the global growth of its womenswear business. Supported by a highly engaged audience around the Tommy Hilfiger women's show and NYFW, there is a strong potential for additional growth across all women's categories.

“In line with our vision to become more consumer centric, it's important that we channel the incredible visibility and engagement that our shows generate into the moment when the product launches. This is the next step in our journey to shorten the development cycle and balance our approach to meet the diverse needs of consumers, buyers and media. We are committed to working in a new way with our business partners and the industry to achieve this goal,” said Daniel Grieder, CEO for Tommy Hilfiger.

The approach signifies a new era of agility for Tommy Hilfiger that will bring it closer to consumers and provide greater flexibility in adapting to the needs and preferences of a changing market. (SH)

Fibre2Fashion News Desk – India


Must ReadView All

UK, EU agree to take more time for Brexit deal

Textiles | On 19th Oct 2018

UK, EU agree to take more time for Brexit deal

After an ongoing Brexit summit produced no tangible results, European ...

Courtesy: Pexels

Textiles | On 19th Oct 2018

US announces intent for trade deals with Japan, EU, UK

US Trade Representative Robert Lighthizer recently notified the...

Courtesy: Turtle Limited

Fashion | On 19th Oct 2018

'We are trying to imbibe multi-utility factor in menswear'

Turtle Limited, a leading Indian brand in menswear fashion, is trying ...

Interviews View All

Riddhika Shah, SS Homme

Riddhika Shah
SS Homme

'Worsted wool is the ideal fabric for menswear'

Rahuul Jashnani, Jashn

Rahuul Jashnani
Jashn

‘Online economy has changed the whole dynamics of buying habits.’

Binoy Ravjani, Hero's Fashion

Binoy Ravjani
Hero's Fashion

‘One of the recent trends in hand block printing is the indigo process,...

Urmil Arya,

Urmil Arya

Sushila International, a well established textile organisation established ...

Anupam Arya,

Anupam Arya

<div>Jaipur-based Fabriclore Retailing Pvt. Ltd. is attempting to revive...

Siddhachakra Weaving (Badiya Fashion),

Siddhachakra Weaving (Badiya Fashion)

Ahmedabad-based Siddhachakra Weaving Pvt Ltd was established in 2011 under ...

Marten Alkhagen, Swerea IVF AB

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Ashok Desai, Bombay Textile Research Association

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Mary-Cathryn Kolb, Brrr°

Mary-Cathryn Kolb
Brrr°

Atlanta-based private start-up Brrr° was founded in 2014 to develop...

Chandani Sahi, By Chandani

Chandani Sahi
By Chandani

By Chandani is a womenswear prêt couture brand with fusion silhouettes by...

Karan Arora, Karan Arora

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

Adriano Goldschmied, AG Jeans

Adriano Goldschmied
AG Jeans

The hype around 'designer jeans' was created by him. And the new wave of...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


October 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Advanced Search