American fashion designer Tommy Hilfiger leads the way with a pioneering digital service.
Tommy Hilfiger’s Social Concierge is a new digital service that personalizes and customizes the way global media and style influencers experience the designer’s runway show. An offline and online team are on hand to respond to requests from media outlets and bloggers, providing a range of amenities such as detailed shots of a favorite bag to personal handwritten messages from the runway models.
Launched in 2013, the updated service has gone social to offer services through Facebook and Twitter. Media influencers, bloggers, and fans alike will be able to post requests directly to their timeline or profile and the team will get back to them via comments or private messages. Chief Marketing Officer of the Tommy Hilfiger Group Avery Baker explains,
“The Tommy Hilfiger Social Concierge meets the increasingly fast-paced needs of the fashion industry today. It’s about servicing media and key partners with exactly what they want, exactly when they want it, and taking advantage of the incredible energy, enthusiasm and excitement while the show is happening. This ‘beat-the-clock’ mentality is an important component of amplifying our brand message in the new digital age of fashion where coverage and commentary are happening in-the- moment before it’s on to the next!”
This innovative concept acknowledges the importance of social media as a communication channel and fulfilling the need for immediacy in asset delivery.
Hilfiger himself explains,
“There was a time – not too long ago! – when fashion shows were held behind closed doors and took six months to reach the consumer. Our digital initiatives underscore the differences between how runway shows used to be done and how they are organized today.”