The people’s party

13 : 09 : 2016 Tommy Hilfiger : Direct-to-Consumer : New York Fashion Week 2016

New York – Tommy Hilfiger seamlessly made the transition between the high-end and mainstream markets with its fashion festival.

  • Tickets to #TommyNow were available online and sold out within an hour
  • The event was crucial to creating a buzz around the new ready-to-wear capsule collection
Tommy Hilfiger, New York
Tommy Hilfiger, New York
Tommy Hilfiger, New York
Tommy Hilfiger, New York
Tommy Hilfiger, New York

Tommy Hilfiger marked the opening weekend of New York Fashion Week with a two-day party on South Street Seaport’s Pier 16, renamed Tommy Pier for the occasion. Tickets to the event were made available free on and the final 2,000-strong guest-list was split between tradespeople and those outside the industry.

Ahead of the revelry, guests attended the designer’s runway show, which presented items from TommyXGigi, the new collection made in collaboration with model Gigi Hadid, as well as pieces from the ready-to-wear autumn/winter 2016 range. In a bid to eliminate the traditional delay between the catwalk show and the shopping experience, guests were able to buy items as they appeared on the runway.

‘It’s about delivering on the instant gratification that consumers are really seeking,’ explains chief marketing and brand officer Avery Baker, ‘closing that gap between the visibility of a fashion show and the moment of purchase.’

The Big Picture

As high-end and consumer brands alike adopt social media as an important marketing platform, fashion houses are adjusting their focus towards a more consumer-led market. Read more about the shift towards Buy-It-Now Fashion.

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