Tommy Hilfiger to Sell Clothing Immediately After Runway Show Starting With Fall 2016 Collection
Posted on February 16, 2016
Tommy Hilfiger has announced a move to a business model where fashions will be available for purchase by consumers immediately after the runway shows. The company will make the change starting with the Fall 2016 collections when it will realign its runway with the retail calendar. The Spring 2017 Tommy Hilfiger women's collections will debut to consumers in February 2017.Tommy Hilfiger's September show will also mark the public debut of Gigi Hadid's capsule collection, called TommyXGigi. The collection will be presented to consumers at a runway event. Gigi was also recently named the global brand ambassador for Tommy Hilfiger.
Tommy Hilfiger says in a statement, "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. 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."
Burberry also recently announced similar plans to sell fashion right after the runway show. The change by the two brands enables them to maximize exposure from the runway shows. It also make help them combat the growth of the fast fashion brands and knockoffs as Forbes notes here.