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Apr 27, 2017
By WGSN Insider
Tommy Hilfiger has launched its first European mobile app that allows consumers to shop directly from the US fashion brand’s Instagram feed, including looks from the Gigi Hadid TommyxGigi capsule collection. A “buy button” encourages purchase and makes checkout fast, simple, and secure.
Produced in partnership with commerce platform PredictSpring, the app is available in 17 European countries and in four languages. It is also the first app to integrate the Hilfiger Club loyalty programme.
The mobile app features Shop-the-Look on Instagram, In-Store Item Scanning, and Enhanced Personalised Features, including push and geo-fence notifications, allowing them to access wish lists, purchase history, and a store locator feature within the app.
“The functionality and ease-of-use of its new mobile app offers a unique way for customers to connect with the brand, and provides an opportunity for fans to develop a deeper connection with its brand ambassador Gigi Hadid,” said Nitin Mangtani, founder and chief executive of PredictSpring.
“In an era of mobile first, consumers are spending most of their time on mobile devices, and mobile apps provide an instant, direct-to-consumer shopping experience seamlessly blending content and commerce.”
Avery Baker, chief brand officer of Tommy Hilfiger, added: “Our mission was to democratise the runway and make every look immediately available to all consumers around the world.
“Our social channels amplify the dynamic, engaging story around our runway shows, and we wanted to take this to the next level with the integration of shopping functionality via a dedicated mobile app. The PredictSpring approach creates a seamless consumer experience that reflects how the current generations of digital natives are using social media and interacting with their favourite brands today.”
The Tommy Hilfiger app is available for download in the Apple App Store and the Google Play store.
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