Today Tommy Hilfiger joined an increasing number of high end brands who are vowing to create new collections of ready to wear lines that will become instantly available for consumers. With the popularity of fast fashion growing, as high street brands such as Zara are creating a shockingly fast turn around from catwalk to in store designs, its not surprising that higher end brands are also adopting this new strategy as a step towards the new ‘see-now-buy-now” way of “moving the runway closer to the consumer”.
Tommy Hilfiger
have recently created a capsule collection, working closely with ‘IT’ girl Gigi
Hadid where they hope to slowly tease consumers with the collection through her own Instagram
account. Hilfiger told BOF that the process is “like releasing an album” in the
way that they’ll be leaks of the collection but it will not be shown in full.
The more 'consumer centric' strategy will take full effect in February 2017 when
the brands spring collection will become immediately available for the public.
This comes
shortly after Tom Ford announced the cancelation of his NYFW fashion
presentation as a step towards the new ‘see-now-buy-now” way of “moving the
runway closer to the consumer”.
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