Following Burberry, Tommy Hilfiger has also 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 New York Fashion Week (NYFW) season, the brand will redirect its classic runway investment to align with the retail calendar. Instead of hosting a preview catwalk show, the brand will showcase its then-current 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 shall channel the global power, influence and visibility of the brand’s NYFW shows to deliver consumers instant “Buy Now. Wear Now.” gratification.
“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.”