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ComplexCon: Tommy Hilfiger on aligning with the cultural conversation since the 1990s

Tommy Hlifiger and Gigi Hadid
Tommy Hilfiger and Gigi Hadid

Tommy Hilfiger has always had culture and music at the forefront of how it communicates with consumers, said its namesake designer at ComplexCon this weekend.

The designer was headlining a conversation at the consumer-facing event held in Long Beach, California, alongside Formula 1 driver Lewis Hamilton and 90s rapper Grand Puba. He used the opportunity to explain that incorporating artists and celebrities who are at the peak of the cultural conversation is core to the brand’s strategy, as seen by the highly popular collaboration with model Gigi Hadid, as well as racing driver Hamilton and Gen Z actress Zendaya (upcoming).

“Doing collabs is really part of the excitement I look forward to every day,” Hilfiger noted. But he believes that in order for them to remain authentic, the brand should only guide and execute their artist’s ideas. This is something he has always focused on.

Aaliyah for Tommy Hlfiger
Aaliyah for Tommy Hlfiger

Although the American brand is soon to be celebrating its 35th anniversary, it was the mid 90s and its popularity among hip hop artists that truly propelled it onto the world stage, Hilfiger explained. Pushing a contemporary aesthetic with an urban New York style of big logos and baggy clothes made the brand stand out among other American names that were expanding at the same time.

Grand Puba first referenced the then mid-sized brand in a 1992 single with Mary J Blige, titled “What’s the 411”. This soon caught Hilfiger’s attention, who started dressing more artists and eventually included singer Aaliyah in a 1995 campaign. From then, the brand featured hip hop and R&B performances on its runways, which Hilfiger cites as the beginning of its entertainment-based fashion shows.

The most recent iteration of this approach lies in the brand’s see-now-buy-now strategy, which has seen elaborate fashion shows taking place for the last several seasons in different locations – from Los Angeles to London, Milan and Shanghai, with the aforementioned current celebrities fronting each occasion.

“We believe consumers want immediate gratification and great experiences,” Hilfiger explained. “My idea is to disrupt and continue to break the rules.”

Earlier this year, Tommy Hilfiger’s chief brand officer, Avery Baker, joined us on the Innovators podcast by TheCurrent, to talk about how risk, authenticity and understanding your consumer are the keys to innovation.

How are you thinking about innovation? We’re all about helping you build innovative integrations and experiences. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology, powered by a network of top startups. Get in touch to learn more.

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business data digital snippets e-commerce product Retail social media sustainability technology

ICYMI: Inside Target’s test store, algorithms threatening jobs, L’Occitane’s AI personalization

Target
Target

A round-up of everything you might have missed in relevant fashion, retail and tech industry news over the past week.

TOP STORIES
  • Inside Target’s top secret test store [Co.Design]
  • How algorithms are threatening fashion’s white-collar jobs [BoF]
  • L’Occitane boosts mobile conversions by 159% with AI-powered personalization [Mobile Marketing]
TECHNOLOGY
  • What blockchain can’t do [HBR]
  • Think you know how disruptive artificial intelligence is? Think again [Forbes]
  • Top Japan fashion site bets big on custom-fit fast fashion [BoF]
  • Baidu’s self-driving buses will hit Japan’s streets next year [TNW]
  • How SK-II disrupted the beauty industry in Japan with emerging technology [TheDrum]
  • Watch MIT’s blind robot run, jump, and climb stairs [TNW]
SUSTAINABILITY
  • Factory Tour: Eileen Fisher helps make the eco-fashion dream of circularity come true [Fashionista]
  • Wrangler and MyFarms talk ‘field-level’ sustainability in new report [WWD]
RETAIL & E-COMMERCE
  • 27% of apparel sales are now online [RetailDive]
  • Why virtual reality won’t revolutionize retail, but scan-and-go will [RetailDive]
  • Sophia Webster puts her spin on experiential retail with second London boutique [WWD]
  • Reporter’s notebook: A quest for experiential retail [RetailDive]
  • Walmart.com launches 3-D virtual reality tour [WWD]
  • Amazon claims it doesn’t want to take on UPS and FedEx. So why is it introducing tons of its own Amazon delivery vans? [Recode]
  • Samsung brand experience opens its doors in the heart of Paris [BrandChannel]
  • Kirsten Green’s survival guide for the ‘retail reckoning’ [BoF]
MARKETING & SOCIAL MEDIA
  • Inside Instagram’s social shopping masterclass [BoF]
  • Hilfiger’s next TommyNow runway show to touch down in Shanghai [WWD]
  • Are influencers really worth the money? [BoF]
  • Roger Federer signs $300 million sponsorship deal with Uniqlo [BoF]
PRODUCT
  • These people with disabilities have ideas for making shopping more accessible [TeenVogue]
  • Tiffany & Co. will now let you personalize with custom symbols and monograms [Town & Country]
  • What FDA approval of CBD could mean for the beauty industry [Racked]
  • Walmart pulls “Impeach 45” t-shirts after Trump supporters threaten boycott [FastCompany]
BUSINESS
  • Paris Fashion Week’s front rows speak to fashion’s complicated stance on #MeToo [TheFashionLaw]
  • Chanel’s digital strategy takes shape amid executive shuffle [BoF]
  • Subscription box market fights fatigue [AdAge]
  • How Revolve has built a billion-dollar fashion company for millennial women [Inc]
  • Fans of ModCloth and Bonobos were aghast when Walmart bought the brands. But they’re still shopping [Quartzy]
Categories
business data digital snippets e-commerce film social media Startups sustainability technology

What you missed: Browns’ new tech store, Gucci’s millennial advisors, Amazon’s fashion gap

The new Browns concept store in east London
The new Browns concept store in east London

A round-up of everything you might have missed in relevant fashion business, digital comms and tech industry news over the past fortnight.


TOP STORIES
  • Browns opens a nomadic concept (tech) store in London’s Shoreditch [Wallpaper]
  • Gucci has a “shadow committee” of millennial advisors [QZ]
  • Amazon ‘still has a long way to go’ in conquering fashion market, says report [BoF]
  • Alibaba’s 11.11 shopping festival is ready for its biggest global event [BrandChannel]
  • Opinion: What’s wrong with fashion’s sustainability strategy [Glossy]
  • ‘Terry Richardson is just the tip of the iceberg’ [NY Times]

BUSINESS
  • Hilfiger says making clothes in America remains unrealistic [Bloomberg]
  • H&M denies burning good, unsold product [Racked]
  • Greenpeace on why fashion is at a crossroads [FashionUnited]
  • Vogue and Vice are starting a new website together [Jezebel]

SOCIAL MEDIA
  • You can now PayPal friends in Messenger and get help via chat [TechCrunch]
  • WeChat is becoming a sales tool for luxury brand sales associates [Jing Daily]
  • Snap’s misfire on Spectacles [The Information]

MARKETING
  • Sephora cast its own store employees for its most diverse campaign yet [Racked]
  • Selena Gomez is party-ready in Coach’s glitzy holiday ad campaign [Fashionista]
  • Net-a-Porter and Mr Porter unveil “Party with the Porters” holiday campaign [TheIndustry]
  • The land of Fenty: The Rihanna masterclass in brand-building [BrandChannel]
  • Why visceral storytelling is the next brand-building territory [LeanLuxe]

RETAIL & E-COMMERCE
  • Take a look at Apple’s first ‘Town Square,’ its most beautiful retail store yet [TechCrunch]
  • Now Amazon wants to leave a package inside your house [Marketplace]
  • The most successful e-commerce brands build for mainstream America, not Silicon Valley [Recode]
  • Hudson’s Bay to sell Lord & Taylor Fifth Avenue store to WeWork [RetailDive]

TECHNOLOGY
  • Target.com rolls out augmented reality experience for smartphones [StarTribune]
  • The Under Armour ArmourBox: Subscription gear handpicked by an AI [BrandChannel]
  • Walmart’s Store No. 8 showcases the future of VR [RetailDive]
  • Nike’s focus on robotics threatens Asia’s low-cost workforce [CNBC]
  • Wal-Mart’s new robots scan shelves to restock items faster [Reuters]

START-UPS
  • How Stitch Fix’s data-driven styling could boost its IPO value [Bloomberg]
  • Harvey Nichols partners with Bink on “Payment Linked Loyalty” [TheIndustry]
Categories
technology

“Which Hilfiger are you?” asks digital Tommy pod in NJ mall

TommyGSPdigitalpod3

Tommy Hilfiger opened a new store in the Garden State Plaza mall in New Jersey last week, and with it introduced a ‘digital pod’ tied to its autumn/winter 2013/14 campaign.

Hosted near the AMC theatre at one end of the shopping centre, the pod invites shoppers to take a quiz to determine which member of the Hilfiger family they are. The resulting character is showcased on a digital card that offers the option to add a tagline from a series of keywords.

It then asks the user for their email address to receive a copy of it in their inbox (from which they can share on Facebook), before posting it on the other side of the pod for others to see. The whole initiative is tied to the hashtag #tommyxgsp.

It will be in place through the end of December 2013.

TommyGSPdigitalpod1TommyGSPdigitalpod2HilfigerMyHilfigerAlterEgoTOMMYHILFIGER_digitalpod