WWD.com/media-news/digital/tommy-hilfiger-show-to-take-digital-turn-7114020
digital
digital

Tommy Hilfiger Show to Take Digital Turn

The designer is employing an eclectic combination of industry- and consumer-facing initiatives to elevate his runway show experience.

NEW YORK — Tommy Hilfiger wants to elevate the digital experience surrounding his runway show on Monday — and he’s employing an eclectic combination of industry- and consumer-facing initiatives to do so.

People attending the show will have a global social concierge at their disposal. Once they’re on site, guests can make personalized photo requests, which will be shot, edited and fulfilled within minutes to one’s mobile device.

“If you need a photo of a certain model, or a shoe or bag we will have that to you,” Hilfiger told WWD Thursday, adding that a team of 30 (25 on site) will be responding to requests. People who make use of the service will be encouraged to share the photos though social networks.

“I think real-time is very important, and being able to show the public everything we’re doing — from styling the models backstage to choosing the right belt — is something people want to see,” Hilfiger said. “We’re really opening our world to the public.”

RELATED STORY: Social Media Now Key to Shows >>

The moment Hilfiger takes his bow, attendees will receive an e-mail linking them to a runway newsroom of sorts. This newsroom will house materials relating to the spring collection for press and buyers, including run of show, video footage, inspiration and set-design details.

“There is increased pressure on media and influencers to communicate immediately to their followers,” said Avery Baker, the brand’s chief marketing officer. “We felt this program would help facilitate and streamline the process for them.”

The show’s third digital element, “The Conversation,” will play out on more than 90 feet of screens streaming social media content from various platforms. This is the second time Hilfiger will incorporate display screens into its runway show, culling content from the brand, as well as media, influencers and fans — whether positive or negative.

RELATED STORY: New York Fashion Week Spring 2014 >>