Tommy Hilfiger is following in the steps of Burberry and Ralph Lauren by choosing the “see now buy now” model for its runway shows over the traditional ready-to-wear model in which consumers must wait months to buy the clothes they have seen on the catwalk.
The brand has already hosted several catwalk shows in the US under the new model and the first UK show will take place on September 19 at the Roundhouse music venue in Camden at the end of London Fashion Week.
Hilfiger’s change in sales tactics is part of his new global platform for consumers, “TommyNow”, that will be taken on tour around the world.
The designer said about showing in London: “Our fall collection is inspired by my love of rock and grunge style from the Nineties, and London’s inspiring heritage of fashion and music creates the perfect place to celebrate our next TommyNow show.”
Chief brand officer of Tommy Hilfiger, Avery Baker, revealed traffic to Tommy.com had increased by 900% in the first 48 hours after the announcement of TommyNow, with multiple styles selling out after the first US show under the new model last September.
The UK show will include styles from the men’s and women’s collections, including the Tommy x Gigi collaboration with Gigi Hadid.
London Fashion Week will take place from 15-19 September.