Tommy Hilfiger won for “Best In-Store Customer Experience Initiative” at the World Retail Congress Awards on April 6.
The ceremony, which took place in Dubai, honored the designer for his fall 2016 TOMMYNOW show. The see-now-buy-now collection consisted of his collaboration with model Gigi Hadid.
“Our consumers are at the heart of everything we do,” Tommy stated. “TOMMYNOW builds on our 30-year legacy of democratizing fashion – it’s about inclusivity, fusing the runway with entertainment, celebrating pop culture, and connecting our global consumers to inspiring, unexpected fashion experiences.”
Ironically, the “in-store” aspect counters with the roll out of making the collection available for purchase on social media platforms.
While some designers have been on the fence of the see-now-buy-now method, Hilfiger has embraced it for the TommyXGigi line. The designer pulled out all the stops with a carnival nautical theme for the collaboration.
We first reported the 2016 ready-to-wear collection last year, in which a bevy of Gigi’s supporters appeared to support the designer on the front row.