The next stop for Tommy Hilfiger’s #TommyNow catwalk show? Milan

Tommy Hilfiger has created a fairground in New York and Los Angeles, taken over London’s Roundhouse with acrobats and now, the next stop on the fashion globe? Milan.

The Tommy Hilfiger brand announced today that it would yet again be combining its men’s and women’s collection, as well as showcasing the TommyXGigi capsule collection from a new location. For the Spring 2018 showing, the brand will close Milan Fashion Week and all the looks will be shoppable directly from the runway.

“My vision for TOMMYNOW was to create a global platform that we could take on tour to bring our show experience to new audiences around the world,” said Tommy Hilfiger. “It’s about the fusion of fashion, entertainment and pop culture with experiences, performances and inspiring interactions that are designed around our consumers. As one of the fashion capitals of the world, Milan is the perfect place to celebrate our next TOMMYNOW show.”

The brand has successfully turned an industry led event, the catwalk show, into an invite-all global experiential event (which trends on social media). Past shows have seen selected VIP consumers invited to be part of the spectacle and even if you can’t be there in person, each event had a huge social media presence. And from a purchasing perspective the “See Now, Buy Now” format which sees the collections available immediately to buy, has been a savvy retail move.

After the “Tommy Pier” in New York City for Fall 2016, multiple styles sold out online within 24 hours and there was a 900% increase in visits to tommy.com overall in the 48 hours following the show – over 70% of visitors during this time were new to tommy.com.

For the planned show in Milan all the runway looks will be available across an ecosystem of immediately shoppable channels in more than 70 countries. These include stores and e-commerce on tommy.com, select wholesale partners, social media, shoppable live stream, an image recognition commerce app called  TOMMYNOW SNAP and the A.I.-powered TMY.GRL and TMY.BOY conversational commerce bots for Facebook Messenger.

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