Tommy Hilfiger digitizes the showroom
At its global headquarters in Amsterdam, Tommy Hilfiger has introduced a digital showroom that streamlines and simplifies the traditional product selection and ordering experience through a touchscreen interface.
The centerpiece of the digital showroom is an interactive half-meter by one-meter touchscreen table set in a sleek walnut frame, which connects to a four-meter-high wall-to-wall grid of ultra-high-definition 4K screens. Retail partners can digitally view every item in the Hilfiger sportswear and denim seasonal collections and create custom orders with all product categories laid out across a single screen. They can view head-to-toe key looks, zoom in to see unique design features, and click on a garment for specific information such as color offerings and size ranges.
The interface allows for in-depth discussions on styling, merchandising and deliveries that are tailored to each client. Complementing traditional sales tools with an array of brand information helps relay the Tommy Hilfiger brand story.
Heralding it as a "new fashion industry benchmark for business to business sales," Daniel Grieder, CEO, Tommy Hilfiger, said the new showroom "revolutionizes the buying and selling journey" for both retailers and its internal sales team.
Said Tommy Hilfiger, "The platform reflects values which are at the heart of our brand DNA: entrepreneurial, inspirational, surprising, inclusive and accessible. We believe this is the sales experience of the future and look forward to working with our retail partners in this exciting new setup."
Hilfiger’s ongoing sustainability mission is also supported through reduced sample production, eliminating the need for printed order forms, and diminishing the ecological impacts of shipping.
Hilfiger is establishing a global rollout plan to expand the concept into markets worldwide.
- Tommy Hilfiger Transforms Sales Experience with Launch of Innovative Digital Showroom – PVH Corp./Business Wire
What benefits and potential drawbacks do you see from Tommy Hilfiger’s digital showroom? Do digital technologies promise to transform the product selection and ordering experience for categories outside fashion as well?