Tommy Hilfiger launches digital showroom

Fashion brand icon Tommy Hilfiger has launched a digital sales showroom at its global headquarters in Amsterdam. The digital showroom exemplifies a seamless buying approach by fusing together information, sales tools and brand content on one touchscreen.

The centerpiece of the room is a touchscreen table, one meter by one-half of a meter (3 feet by 1 foot 7 inches), sitting in the middle of the showroom, connected to a wall of high-definition screens. Customers can view all items in the Tommy Hilfiger sportswear and Hilfiger Denim collections for the season. It allows the user to get a full-body view and to custom create a look by clicking through different colors and sizes.

"Our digital showroom revolutionizes the buying and selling journey for our retail customers and internal sales teams," said Daniel Grieder, CEO of 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."

The digital showroom is also a way for the company to continue its sustainability mission: It reduces sample production, eliminates order forms, and avoids shipping.

The brand will eventually roll out the showroom concept worldwide.

Digital showrooming is becoming an increasingly popular mechanism for retailers, especially in the fashion and apparel areas, to show off merchandise. In a similar concept, Neiman Marcus recently deployed three interactive tables in the shoe salons of its Austin, Chicago and Topanga locations. The interactive tables feature a 32-inch touchscreen, covered in a pane of glass, which allows customers to browse and filter Neiman Marcus' inventory, including items in-store and out-of-store.

*This story originally appeared in FierceRetailIT's sister publication, FierceRetail.

For more:
-See this Tommy Hilfiger press release

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