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Ecommerce: Tommy Hilfiger creates a digital first in New York

During last week’s New York catwalks, Tommy Hilfiger launched the First-Timers programme to attract a more diverse audience.

It brought together five “digital influencers” from music, art, floristry, travel and architecture to record their experience of watching a fashion show for the first time. Their footage and comments were shared via their own, and the brand’s, social feeds.

The Conversation - a live stream of the show and social media feed on tommy.com which was also shown on screens backstage at the show - featured First-Timers’ content alongside reactions from models, followers of the brand and Tommy Hilfiger himself.

The brand’s Instagram account was also taken over by TV presenter Alexa Chung to share her perspective, including behind-the-scenes images of the models, guests at the show and Hilfiger making last-minute adjustments to the collection.

The Tommy Hilfiger Social Concierge was on hand to respond to, and deliver, bespoke requests via social media, including images of garments and personal handwritten messages from the models.

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