Tommy Hilfiger went a step further and invited his customers to the show. Tommy Pier, a two day carnival of fashion, took over South Street Seaport's Pier 16, and of the 2,000 free tickets, half were made available to the public (they were snapped up within an hour). Fairground rides and fast food stands accompanied a famous front-row and a runway show fronted by Gigi Hadid, to launch the Tommy x Gigi collection. As with Tom Ford's collection, everything was available to shop immediately - in this case via huge touch-screen panels on location at Tommy Pier - and online and at 300 Tommy Hilfiger stores worldwide.
It’s about delivering on the instant gratification that consumers are really seeking, closing that gap between the visibility of a fashion show and the moment of purchase - Avery Barker, Chief Marketing and Brand Officer, Tommy Hilfiger
It was a big hit with the Instagram generation, with over 26k uses of the #tommyxgigi hashtag. Tommy Hilfiger also harnessed the power of social media in reaching the brand's global fans, simultaneously launching a friendly Facebook chatbot, TMY.GRL, which walks fans through the collection, dispensing Gigi 'fun facts' along the way.