Tommy Hilfiger Hits Share!

Brand Embraces Digital Initiatives: Social Concierge, Instameet Concepts introduced at New York Fashion Week

NEW YORK, NEW YORK (February 9, 2014) - Tommy Hilfiger is getting Social! Last season, the designer debuted ‘Social Concierge’ to cater to real-time asset requests made by media and influencers at the show. Within minutes the Tommy Hilfiger concierge team delivered bespoke imagery, ranging from detail shots of a favorite accessory to personal handwritten messages from models.
Tommy Hilfiger is taking it up another score for his runway show on Monday, opening the program beyond just attendees but to all online followers of the show. Anyone can submit requests for images via Facebook, which Hilfiger’s expanded social concierge team will aim to turn around in “now time.”

The brand will also host 20 local Instagrammers to participate in the first ever runway show InstaMeet. Collaborating with two influential members of the New York City Instagram community, Brian DiFeo (@bridif) and Anthony Danielle (@takinyerphoto), Tommy Hilfiger will host the runway show InstaMeet, inviting participants to join him onsite at the Park Avenue Armory on show day. The industry’s first fashion show InstaMeet supports Tommy Hilfiger’s commitment to opening up the runway show experience, giving a wider global audience unprecedented in-the moment access.

Commenting on the brand’s new digital programs Tommy Hilfiger says, “You want it? We’ll get it. You share it. The Tommy Hilfiger Social Concierge gives media and friends of the brand an all-access pass to my runway show. By introducing the InstaMeet concept at a global fashion show for the first time, we are harnessing today’s potential for truly democratic event coverage.”

He goes on to add: “There was a time – not too long ago! – when fashion shows were held behind closed doors and took six months to reach the consumer. Our digital initiatives underscore the differences between how we used to do runway shows and how they are done today.”

Avery Baker, Tommy Hilfiger’s chief marketing officer, describes the program: “For Fall '14 we are focused on enriching services to the industry and providing greater accessibility for our social media followers. Through new digital initiatives, our runway show is becoming an increasingly democratic experience, meeting our consumers’ demands for immediate access and information and in sync with the pace of the industry today.”