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Ecommerce: Digital watch

Social media users were handed backstage passes to Tommy Hilfiger’s New York Fashion Week catwalks.

Tommy Hilfiger ramped up its digital strategy at New York Fashion Week as part of a focus to evolve the channel around catwalk shows. The brand provided real-time coverage of catwalk shows via social media aimed not just at the press but, for the first time, at consumers, whether or not they could attend the actual catwalk. The purpose was to engage both the industry and consumers on a global scale.

Called Social Concierge, the brand had a team working on and off site to provide custom content on request, such as product detail, with a focus on the importance of immediacy.

Tommy Hilfiger Fall 14

Tommy Hilfiger Fall 14

The overall campaign had a heavy social media focus, with Tommy Hilfiger also hosting what it called “a fashion runway Instameet”. For this, the brand invited a group of 20 local Instagrammers to the Park Avenue Armory venue on show day, where the Instameet took place.

Tommy Hilfiger Fall 14

Tommy Hilfiger Fall 14

Alongside two influential New York Instagrammers - Brian DiFeo (@bridif) and Anthony Danielle (@takinyerphoto) - Tommy Hilfiger himself hosted the Instameet. Participants were given a backstage tour, which they could Instagram out to followers using hashtags #tommyfall14 and #nyfwinstameet.

The brand streamed the catwalk show through the Tommy Hilfiger website, as well as hosting a social media stream showing Twitter and Instagram reactions in real-time to its 477,000 Twitter followers and 165,741 followers on Instagram.

Tommy Hilfiger said of the enhanced strategy: “There was a time - not too long ago - when fashion shows were held behind closed doors and took six months to reach the consumer. Our digital initiatives underscore the differences between how we used to do our runway shows and how they are done today.”

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