Tommy Hilfiger stole the limelight at September’s London Fashion Week after he brought his extravagant, exuberant “rock circus” fashion show – part catwalk, part rock concert, all social media catnip – to the UK for the first time. The show was the third in Tommy Hilfiger’s series of “see now, buy now” spectaculars, following February’s carnival-themed extravaganza in Los Angeles. While some brands, notably Tom Ford, have reneged on their “see now, buy now” policies, Hilfiger’s direct-to-consumer focus seems to be going from strength to strength.
For the second quarter of 2017, the brand’s revenues were up 4% to $892m (£660m) compared to the prior year’s period. Wholesale continues to blossom, thanks in part to the continued link-ups such as the Gigi x Tommy collaboration with supermodel Gigi Hadid, which launched in 2016, and promotion via brand ambassadors such as musicians The Chainsmokers.
Hilfiger’s UK flagship reopened on London’s Regent Street officially in August. Featuring huge interactive screens, a customisation bar, changing rooms with RFID (radio-frequency identification) and smart mirrors, it sets the bar for tech-driven, multichannel and experiential bricks-and-mortar retail.