Tommy Hilfiger discusses his brand's strategic return to New York Fashion Week, moving away from the 'see-now, buy-now' model he once championed. He shares insights into the evolving landscape of fashion shows, the crucial role of brand ambassadors in modern marketing, and the innovations his company is embracing to stay relevant after nearly four decades in the industry. This episode offers valuable perspectives on brand adaptation and strategic pivots in the dynamic fashion retail space.
Key takeaways
Traditional fashion show calendars are reasserting their dominance; brands are moving away from 'see-now, buy-now' due to execution complexities.
Brand ambassadors remain a critical component of modern fashion marketing, extending brand narratives and reach.
Long-standing brands can maintain relevance by embracing innovation and strategically adapting to industry changes, like shifting fashion week formats.
Focusing on experiential marketing, as seen with the Andy Warhol Factory-themed show, can create significant brand buzz and community engagement.
Strategic, well-timed pivots in go-to-market strategies are essential for luxury and fashion brands to optimize for both brand building and commercial success.
Since the start of the pandemic, Tommy Hilfiger has only hosted a fashion show in September 2022 — when it gathered the fashion community at Brooklyn’s Skyline Drive-In for an Andy Warhol Factory-themed experience. This season, the brand is making its return to the event, but it’s taking an all-new approach. For starters, it’s no longer leveraging the see-now, buy-now model it helped pioneer in 2017; like most other fashion brands, it’s showing a fall 2024 collection. On the first of six dedicated New York Fashion Week episodes of the Glossy Podcast, which will roll out daily throughout the event, Tommy Hilfiger, the founder and principal designer of his 39-year-old namesake fashion company, discusses the opportunity that Fashion Week presents his company today, the power of the brand ambassador and the innovations he’s currently embracing, true to form.
Traditional fashion show calendars are reasserting their dominance; brands are moving away from 'see-now, buy-now' due to execution complexities.
What does this episode say about retail & omnichannel?
Brand ambassadors remain a critical component of modern fashion marketing, extending brand narratives and reach.
What does this episode say about founder & leadership?
Long-standing brands can maintain relevance by embracing innovation and strategically adapting to industry changes, like shifting fashion week formats.
What does this episode say about brand & content?
Focusing on experiential marketing, as seen with the Andy Warhol Factory-themed show, can create significant brand buzz and community engagement.
What does this episode say about brand & content?
Strategic, well-timed pivots in go-to-market strategies are essential for luxury and fashion brands to optimize for both brand building and commercial success.
