Besides Intel‘s efforts, it seems that fashion tech worthy of any column inches has been on the quiet side at NYFW this season. What has been thriving has been retail technology, where brands like Tommy Hilfiger have adopted technology as a tool to help them be instantly accessible to a larger audience.
Using the latest retail tech, Hilfiger, for the first time, introduced his click-and-buy collection at NYFW. What made it different from previous collections was that anyone who wanted to buy the stylish range straight off the runway could do so instantly. Following in the footsteps of other fashion designers of seasons past like Tom Ford, the American designer shared, “We’re on the cusp of a revolution. The whole industry is changing. People want things now.” Revolutionary it might be, unfortunately not every label wants to be that forward thinking. Many designers still continue to opt for the traditional spring/ summer calendar, where collections do not hit the stores for months.
By “creating a memorable experience”, Hifiger’s adoption of technology is based around giving his customers instant gratification. He understands that today’s consumer has not got time to wait for tomorrow. If they cannot get it now they are not afraid to go elsewhere. Hilfiger is a designer who recognizes that bowing down to his customers needs could mean an increase in sales, making his investment a worthy one.
So besides the runway innovation, was the collection easy on the eye? Well, it certainly screamed classic Tommy with its American collegiate cool look. Easily described as very 90’s, the overall style was all about hoodies, track suits, basketball jersey-style dresses, silk boxing shorts, high-waisted bell-bottom trousers, and cropped leather jackets.
As exciting as the introduction of retail technology to his show was, it was topped in the news by Hilfiger’s decision to use girl of the moment Gigi Hadid. Who knew that the buzz around the technology at fashion week could be trumped by an instagram popular LA socialite? Well, wonders would never cease, but on a positive note it was lovely to see such an iconic brand introduce some tech into their seasonal showcase, even if the technology was so last year!