Tommy Hilfiger will align its runway shows with the retail calendar from September, following in the footsteps of Burberry, Tom Ford and Rebecca Minkoff.
The US brand will present its autumn 16 womenswear collections to consumers during the next New York Fashion Week. Every style shown on the catwalk will be immediately available for purchase across all of its sales channels, including its partner retailers in the UK.
It will also stage private advance showings of the spring 17 collections to wholesale buyers and trade press in September.
It comes after Burberry and Tom Ford announced plans to align their catwalk shows with retail deliveries, while Rebecca Minkoff made the move in December.
Tommy Hilfiger, which is owned by PVH Corp, described it as the next step in its strategy “to democratise the runway” and keep consumers at the centre of its business.
“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,” said Hilfiger.
“We’ve been building towards this for a long time, and the natural progression of this approach to democratising the runway is to make the full excitement and energy of NYFW directly accessible to our consumers in a globally impactful way.”
Daniel Grieder, chief executive of Tommy Hilfiger, added: “As one of the world’s most recognised 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.
“In line with our vision to become more consumer-centric, it’s important that we channel the incredible visibility and engagement 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.”
Tommy Hilfiger’s September show will mark the public debut of its capsule collaboration with model Gigi Hadid.