Tommy Hilfiger transforms store experience with the launch of innovative digital showroom
By Subhro Prakash Ghosh | Vjmedia Works | February 20, 2015
Customers can digitally view every item in the Tommy Hilfiger sportswear and Hilfiger Denim seasonal collections and create custom orders with all product categories laid out across a single screen.
"Our digital showroom revolutionises the buying and selling journey for our retail customers and internal sales teams,â€ said Daniel Grieder, CEO, Tommy Hilfiger. "We are passionate about providing our clients with the best service, experience and quality. Our new digital showroom concept completely reimagines the traditional buying approach and establishes a new fashion industry benchmark for business to business sales. The concept also supports our ongoing focus on efficiency and will significantly streamline and enhance the Tommy Hilfiger sales experience.â€
"Our unique digital showroom concept is a juxtaposition of craft and innovation,â€ 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.â€
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. Customers can digitally view every item in the Tommy Hilfiger sportswear and Hilfiger 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 with incredible detail to see unique design features, and click on a garment for specific information such as colour offerings and size ranges.
The product selection and ordering experience builds on a traditional sales approach, reimagined through the digitalised system that streamlines and simplifies the process. The interactive interface allows for in-depth discussions on styling, merchandising and deliveries that are tailored to each client. Furthermore, by complementing traditional sales tools with an array of brand information, the digital showroom effectively immerses the customer in the complete Tommy Hilfiger brand experience.
The digital showroom concept also supports Tommy Hilfiger's ongoing sustainability mission, as it reduces sample production, eliminates the need for printed order forms, and diminishes the ecological impacts of shipping. In turn, the environmental impacts of sample creation are significantly reduced, from the supply chain and manufacturing to packaging and international shipping.