Tommy Hilfiger believes fast fashion is the future
Tommy Hilfiger is rewiring his business to cater for the fast fashion his customers are seeking.
The American fashion designer launched his eponymous line in the 1980s, and quickly garnered a reputation for his preppy sportswear. Though he sold the company in 2006, Hilfiger remains the brand’s principal designer, leading the design teams and overseeing all creative processes.
Spotting the fact that his customers want to get their hands on new styles straight after they’re shown on the runway, the 65-year-old is switching up his seasonal drops.
“We’ve been thinking about this and talking about how to do it, for a very long time…years,” he told Business of Fashion. “I’ve always believed in the democracy of fashion and I’ve always been super focused on the consumer. This is a time when the consumer is really demanding what he or she wants, and when they want it. They want instant gratification. They don’t want to wait six months.”
Hilfiger plans to take the brand to the next level by unveiling select items from his Autumn/Winter 2016 ready-to-wear lineup, as well as his TommyXGigi capsule collection designed in collaboration with model Gigi Hadid, at a two-day event set to take place on South Street Seaport’s Pier 16 in downtown Manhattan, New York - rebranded “Tommy Pier.”
Following the carnival-inspired launch, every item seen on the runway will be instantly available to buy globally on Tommy.com, and at 300 Tommy Hilfiger stores around the world.
“It’s about delivering on the instant gratification that consumers are really seeking,” explains chief marketing and brand officer Avery Baker. “Closing that gap between the visibility of a fashion show and the moment of purchase.”
Going forward, Hilfiger plans to show at the February 2017 shows with the Spring/Summer collection immediately available in stores.
The “Tommy Pier” event kicks off on Friday (09Sep16).