Tommy Hilfiger has reopened the main Paris flagship, featuring a radically new and digitally enhanced vision of consumer-first retailing for the American fashion house.
Located at 43 Boulevard des Capucines, the store looks on to L’Olympia, the most famous music hall in Paris, and is 150 yards north of the la Madeleine church, where Napoleon crowned himself emperor. The area boasts a novel blend of local and international retailers; food emporiums and top-notch restaurants.
The new 940-square-meter store features digital touchpoints that further marry physical and virtual retail together. Tommy’s Paris store even has a new Smart Fitting Room, the first of its kind in France, that can recognize items consumers bring into the fitting room through RFID tracking; suggest matching products to complete their look, and enable orders directly from Tommy.com.
An Endless Aisle touchscreen installation allows consumers to browse and order from a huge selection of shoes and accessories that would be impossible to display in-store. While a Style Scanner helps consumers find their new look by scanning their favorite piece and suggesting on-screen recommendations to complete any outfit. And, in keeping with developments during the pandemic, this store also offers a click-and-collect option, enabling consumers to order products from Tommy.com and pick them up in-store.
“We view our physical stores as living, evolving assets – they never remain stagnant. So as the world changes, our stores will do the same in order to always meet the needs of consumers. Whether we are implementing new health and safety measures or innovating immersive experiences, our stores remain the nexus for driving brand heat, inspiration, and experience,” said Tommy Hilfiger Global and PVH Europe CEO Martijn Hagman.
One of America’s most famous marques, Hilfiger is owned by PVH, which also controls Calvin Klein, among other brands.