It’s time for a West Coast celebration – TOMMYNOW event will be held on Venice Beach next year.
3,000 guests will attend the See Now. Buy Now fashion show for the Spring 2017 collection – a combination of Hilfiger Collection and TommyXGigi capsule. So, next February, the American brand hits California with its new concept of shopping instantly after the show.
The company reported significant success with the TommyNow show, selling out of several styles overnight. Following the idea launched this fall in New York with Tommy Pier, the fashion house aims to highlight the source of inspiration of the new ready-to-wear pieces.
During Hilfiger’s September showing of Tommy x Gigi, the brand experienced high-double-digit growth in retail and e-commerce performance versus the same period last year. There was a 900 percent increase in traffic to tommy.com overall in the 48 hours following the show. More than 70 percent of visitors during this time were new to tommy.com.
“TommyNow is about inclusivity, fusing fashion and entertainment, celebrating pop culture, and connecting our global consumers to inspiring, unexpected fashion experiences,” Hilfiger said. “The casual, cool, chic look that is leading the fashion world this season was born and bred in L.A., and I knew this show would feel at home on Venice Beach.”, the designer stated.
All looks from Hilfiger’s See Now. Buy Now show will be immediately available to purchase across all sales channels in more than 60 countries. This includes the brand’s wholesale partners and own retail channels, tommy.com, social media, shoppable live-stream and the TMY.GRL conversational commerce bot for Facebook Messenger.
An amazing touch to this whole picture? The consumers were invited to have a role in the design process. The “[Heart] to be Part” co-creation initiative asked followers to select and vote on their favorite TommyxGigi looks over social media. The winning pieces will be sold on the runway.
Hilfiger’s women’s show occurs on the eve of New York Fashion Week, which takes place Feb. 9 through Feb. 16 in Manhattan. So, stay tuned!