Tommy Hilfiger is one of the most recognizable names in the fashion history. The brand has produced countless lines season after season for both men and women during fashion week. But breaking news from WWD states this is no longer the case. On the cusp of Mercedes Benz Fashion Week, Tommy Hilfiger’s 2014 menswear will no present during fashion week.
During the September 5-12th fashion week, Tommy Hilfiger will dedicate his time to showcase womenswear. Womenswear accounts for forty percent of the brand’s sales globally. But there is some good news in this. The world will get a chance to see the Spring/Summer 2014 menswear collection on August 22nd. Tommy Hilfiger is using a consumer-directed strategy to encompass both physical and digital media through the following efforts:
- The Icon Collection – Twenty-five American classics based on the designer’s top style inspirations.
- Prep House – Essentially a Tommy Hilfiger display focusing on the brand’s roots. An extension and physical embodiment of its ongoing ‘The Hilfigers’ advertising campaign.
- Millennium Promise – The brand’s effort to get its consumers philanthropically involved.
- Surf Shack– A seaside interpretation of its classic preppy looks.
With this sudden change there has to be a reason that makes sense to the madness. Why would a global fashion brand remove itself from a fashion week that attracts thousands of industry insiders, buyers and media? Why would a brand remove its largest part from fashion eyes? “We’ve made a strategic decision to focus our attention during New York Fashion Week on our women’s business,” explained Avery Baker, Tommy Hilfiger Group chief marketing officer, to Vogue.co.uk. “Menswear remains at the heart of the Tommy Hilfiger brand, and we will continue to develop innovative ways to present our men’s collections through channels that speak directly to consumers.”
Fortunately, Tommy Hilfiger does have some pre-fall looks that impacts you now.