Fashion icon Tommy Hilfiger has launched a digital showroom for retailers completing their market buys, reinforcing the brand’s embracement of digital.
“Our digital showroom revolutionises the buying and selling journey for our retail customers and internal sales teams,” said Daniel Grieder, CEO, Tommy Hilfiger.
“The concept completely reimagines the traditional buying approach and establishes a new fashion industry benchmark for business to business sales. The concept also supports our ongoing focus on efficiency and will significantly streamline and enhance the Tommy Hilfiger sales experience,” he said.
Tommy Hilfiger launched its digital showroom on January 21 in Amsterdam with key international wholesale partners. Now the company is planning a global roll-out which will include Singapore.
The centerpiece of the digital showroom is an interactive 50cm by 100cm touchscreen table set in a sleek walnut frame, which connects to a four-meter-high wall-to-wall grid of ultra-high-definition 4K screens. Customers can digitally view every item in the Tommy Hilfiger sportswear and Hilfiger Denim seasonal collections and create custom orders with all product categories laid out across a single screen. They can view head-to-toe key looks, zoom in with incredible detail to see unique design features, and click on a garment for specific information such as color offerings and size ranges.
“Our unique digital showroom concept is a juxtaposition of craft and innovation,” said Tommy Hilfiger. “The platform reflects values which are at the heart of our brand DNA: entrepreneurial, inspirational, surprising, inclusive and accessible. We believe this is the sales experience of the future and look forward to working with our retail partners in this exciting new setup.”
The product selection and ordering experience builds on a traditional sales approach, reimagined through the digitalised system that streamlines and simplifies the process. The interactive interface allows for in-depth discussions on styling, merchandising and deliveries that are tailored to each client.
Furthermore, by complementing traditional sales tools with an array of brand information, the digital showroom effectively immerses the customer in the complete Tommy Hilfiger brand experience.
The digital showroom concept also supports Tommy Hilfiger’s ongoing sustainability mission, as it reduces sample production, eliminates the need for printed order forms, and diminishes the ecological impacts of shipping. In turn, the environmental impacts of sample creation are significantly reduced, from the supply chain and manufacturing to packaging and international shipping.
