Mar 22, 2017 | By WGSN Insider
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Tommy Hilfiger continues to amp up its its digital strategy. The brand, which has become known for its innovative digital and social concepts at New York Fashion Week, has launched a digital showroom at its Amsterdam headquarters that is set to transform the traditional buying process.
Eliminating the need for samples, order forms and eventually physical showrooms, the new concept simply relies on an interactive touchscreen table linked up to huge screen wall, on which buyers can digitally view every single item in the Tommy Hilfiger collection to create custom orders. They can view head-to-toe key looks, zoom in to see design details and textures, and click every garment to display prices, colour options and sizing ranges. Assortments are laid out on a blank background onto which items can be dragged and dropped to create full looks. At the end of the process, customers receive an email with a PDF containing their complete order.
“I’m convinced this will revolutionise the fashion industry,” Daniel Grieder, chief executive officer of Tommy Hilfiger, told WGSN.
The company expects that within two to three years all of its 50-60 showrooms worldwide will be equipped with the technology, which makes the process faster, easier and cheaper for both buyer and vendor, as well as being more environmentally-friendly.
Grieder told WGSN he expects the concept to filter through to the brand’s retail stores as part of its ongoing omnichannel strategy.
“We believe this technology will play a big role in the store of the future. I don’t think brick-and-mortar stores will die out, but they will definitely change,” Grieder said, predicting that they will blend digital aspects, entertainment and traditional retail features.
The company, which celebrates its 30th anniversary this year, is set to open a new flagship on boulevard des Capucines in Paris this February.
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