TOMMYNOW puts the Excitement into LFW

TOMMYNOW puts the Excitement into LFW

Fall 2017 TOMMYNOW, the brand’s third in-season runway show, closed London Fashion Week on Tuesday, September 19, 2017 at the Roundhouse. Following the success of the first two TOMMYNOW shows, the Fall 2017 event built on TOMMY HILFIGER’s signature “See Now, Buy Now” format. For the first time, TOMMYNOW included both men’s and women’s collections, in addition to the third TommyXGigi collaborative capsule, and all runway looks were immediately available to purchase across all sales channels in more than 70 countries.

More than ever, Tommy Hilfiger showed that the fashion industry needs to connect technology with current formats. Fashion Weeks are PR formats and need to be used as such. Daniel Grieder, CEO of Tommy Hilfiger, perfectly understands how to use the advantages of these events and showed with his latest runway show that concepts such as ‘See Now, Buy Now’ and technologies such as AR at chatbots can be perfectly combined with existing formats such as a catwalk show during a Fashion Week event.

All items showed at this event were immediately buyable, customers were directly engaged by livestreaming the event and embedding it across social media. A Facebook AI chatbot offering fashion advise was implemented as well as an app creating an AR catwalk in the consumers living room creating the engagement, other brands are still looking for. It is instant, it is shoppable, it is entertaining.

Seeing this visions implemented demonstrate how important it is to combine technology with fashion across brands and retailers. Tommy Hilfiger offered a perfect example of how the biggest ticket during Fashion Week is one that engages the consumer immediately and makes fashion exciting and approachable again.