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The effects of Tommy Hilfiger's see-now-buy-now approach

By Kristopher Fraser


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Is fashion getting too commercial? Between the era of social media and shows being viewable online, it seems what was once an arena for the chosen few has become a public spectacle.

Case in point, Tommy Hilfiger took a new approach to his runway collection at Fashion Week: showing a see-now-buy-now show.

Of course, this is Tommy Hilfiger we are talking about. He's a living legend and one of the mostly highly regarded names in not only American fashion, but the world. A simple runway show wasn't enough for him, instead, he took over South Street Seaport and did a carnival for consumers to attend and purchase items from the Tommy x Gigi collaboration.

Oh yes, there was no forgetting that top model Gigi Hadid was collaborating with the iconic designer. The Tommy x Gigi collection was heavily featured in show, as Hilfiger did have to keep the offerings fresh since many looks were already seen by press and editors beforehand.

Tommy Hilfiger hosts carnival and runway show on Pier 19

Could finding a bit of newness through collaborations be a new approach designers take with these see-now-buy-now shows/ Perhaps Hilfiger is onto something.

Hosting the carnival was an easy way to lure consumers into buying. For Hilfiger, who is a more accessibly priced brand, the see-now-buy-now makes sense for him. That accessibility priced customer will spend money on what's new faster, and they aren't in the mood to wait. They've become much too conditioned to the behavior of fast-fashion brands.

If his goal was to get more media impressions and turn a profit rather quickly, he succeeded.

The Tommy x Gigi collection is certainly expected to do well, as does everything Hadid puts her name on.

To see a member of the old guard of American fashion designers like Tommy Hilfiger switch to the see-now-buy-now model. This could have a domino affect on other designers, but those in the higher end contemporary and luxury market might still not be so open-minded about the idea.

The international Fashion Week season for women's ready-to-wear kicks off in the month of September, with all eyes set on New York, Paris, London and Milan for next seasons latest trends. For all the women's wear catwalk season must reads, click here.
Tommy Hilfiger