Fashion retailer Tommy Hilfiger, which is owned by apparel firm PVH Corp., has decided to make its business more consumer-centric by democratizing its runway collections.
As per the press release from the company, with the Spring NYFW ’17 season, Tommy Hilfiger will redirect its runway investment to align with the retail calendar and debut its Fall ’16 collections with a full-scale fashion show for consumers. The brand will also make its collections immediately available for purchase across all sales channels.
“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, Tommy Hilfiger, adding, “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.”
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These steps will provide greater flexibility to the brand in better understanding the needs and preferences of changing market sentiments.
Elaborating on the initiative, Tommy Hilfiger said, “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.”
