Beginning September 2016, the NYFW investment for ‘Tommy Hilfiger’
will be channeled into a multi-media broadcast runway production staged
for a consumer and press audience, with all styles immediately available
for purchase through retail, ecommerce and wholesale channels.
NEW YORK–(BUSINESS WIRE)–Tommy Hilfiger, which is owned by PVH Corp. [NYSE:PVH], 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’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.
“As one of the world’s most recognized American lifestyle brands and
most visible shows at NYFW, we have a unique opportunity to take a
leadership role in moving the runway closer to the consumer,” said
Daniel Grieder, Chief Executive Officer for Tommy Hilfiger. “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.”
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. Further details will
be revealed in the lead-up to the brand’s September 2016 runway show.
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About Tommy Hilfiger
With a brand portfolio that includes Tommy Hilfiger and Hilfiger
Denim, Tommy Hilfiger is one of the world’s most recognized premium
designer lifestyle groups. Its focus is designing and marketing
high-quality men’s tailored clothing and sportswear, women’s collection
apparel and sportswear, kidswear, denim collections, underwear
(including robes, sleepwear and loungewear), footwear and accessories.
Through select licensees, Tommy Hilfiger offers complementary lifestyle
products such as eyewear, watches, fragrance, athletic apparel (golf and
swim), socks, small leather goods, home goods and luggage. The Hilfiger
Denim product line consists of jeanswear and footwear for men and
women, accessories, and fragrance. Merchandise under the Tommy
Hilfiger and Hilfiger Denim brands is available to consumers
worldwide through an extensive network of Tommy Hilfiger and Hilfiger
Denim retail stores, leading specialty and department stores, select
online retailers, and at tommy.com.
PVH Corp., one of the world’s largest apparel companies, owns and
markets the iconic Calvin Klein and Tommy Hilfiger brands
worldwide. It is the world’s largest shirt and neckwear company and
markets a variety of goods under its own brands, Van Heusen,
Calvin Klein, Tommy Hilfiger, IZOD, ARROW,
Warner’s and Olga, and its licensed brands, including Speedo,
Geoffrey Beene, Kenneth Cole New York, Kenneth Cole
Reaction, MICHAEL Michael Kors, Sean John, and Chaps.
Abdel El Hamri, +1 212 548 1728
Vice President, Marketing & Communications, the Americas
Eric Reed, +852 3916 1336
Vice President, Marketing &
Witcomb, +31 (0) 20 709 5714
Director of Communications, EMEA