Iconic fashion brand Tommy Hilfiger recently made a bold move in its see-now-buy-now strategy by hosting its first-ever livestream shopping event in both Europe and North America. This groundbreaking event, which took place on Tuesday, allowed fans not only to witness the brand’s spring collections in action but also to shop their favorite pieces in real-time through an interactive livestream on Tommy Hilfiger’s website.
The event, which primarily focused on womenswear, was hosted by renowned model Manuela Frey and featured special guests like actress Zoë Pastelle. Together, they showcased the Spring collections for Tommy Hilfiger, Tommy Jeans, and Tommy Sport, while also delving into the inspirations behind the designs, giving viewers an exclusive look into the brand’s creative process.
One of the most exciting aspects of the livestream shopping event was the direct interaction it offered between viewers and the hosts. Participants were able to submit questions, vote on specific content, and even take part in trivia-based quizzes. This high level of engagement provided consumers with a unique opportunity to connect with the brand and feel truly involved in the shopping experience.
Tommy Hilfiger, a subsidiary of PVH, has been testing the see-now-buy-now concept since 2016. However, this recent livestream event represents a significant milestone in the brand’s implementation of this strategy. By fully embracing livestreaming and incorporating interactive features, Tommy Hilfiger is constantly finding innovative ways to connect with consumers and enhance the immediacy and engagement of the shopping process.
The timing of this event is noteworthy considering the current state of the fashion industry. With the cancellation of menswear fashion weeks in major cities like London, Paris, and Milan for Spring/Summer 2021 due to the Covid-19 pandemic, there is a heightened interest in discovering alternative methods to showcase and sell collections. Tommy Hilfiger’s livestream shopping event serves as an example that digital formats have the potential to be successful and effective means of reaching consumers in the future.
For those who missed the livestream event or want to revisit the experience, Tommy Hilfiger is making it available for replay for the next two weeks. This generous timeframe allows viewers ample opportunity to catch up on all the latest trends and purchase their favorite styles from the comfort of their own homes.
In conclusion, Tommy Hilfiger’s livestream shopping event epitomizes the brand’s dedication to innovation and its desire to engage with consumers in fresh and captivating ways. By integrating the power of livestreaming, interactive features, and see-now-buy-now, Tommy Hilfiger is demonstrating that fashion can be accessible and enjoyable for everyone, regardless of their location or circumstances.