Iconic American fashion brand Tommy Hilfiger held its debut Livestream shopping experience in Europe and North America on Tuesday, the next step in the label’s ever-evolving see-now-buy-now approach to bringing its collections closer to consumers.
Kicking off just after 1 p.m. EST (7 p.m. CEST), the 30-minute event allowed fans to see and shop Tommy Hilfiger’s spring collections directly through an interactive stream broadcast on tommy.com.
The mostly womenswear-focused event was hosted by model Manuela Frey, who was joined by actress Zoë Pastelle and a host of other guests, who showcased the Spring collections for Tommy Hilfiger, Tommy Jeans, and Tommy Sport, and discussed the inspirations behind this season’s offerings.
As well as being able to add their favorite styles to a virtual shopping bag for immediate purchase after the Livestream, viewers could also interact with Frey and her guests by submitting questions, voting about certain content, and answering trivia-based quizzes.
PVH-owned Tommy Hilfiger has been hosting see-now-buy-now runway shows since 2016 but sees this Livestream event as a turning-point in its approach to this strategy, which seeks to engage with consumers in increasingly direct and interactive ways.
The event is especially relevant at a time when fashion authorities in London, Paris, and Milan have unveiled plans to experiment with a variety of digital formats following the cancellation of menswear fashion weeks for Spring/Summer 2021 due to the Covid-19 pandemic, leading to inevitable questions about the future of the traditional catwalk show.
The Tommy Hilfiger Livestream shopping event is available for replay for two weeks.