Tommy Hilfiger have setup a digital showroom at the site of the Amsterdam office. Eliminating the need for samples, order forms and eventually physical showrooms, the concept relies on an interactive touchscreen table linked to a video wall, on which people can digitally view every single item in the Tommy Hilfiger collection to create custom orders. They can view head-to-toe key looks, zoom in to see design details and textures, and click every garment to display prices, colour options and sizing ranges. Assortments are laid out on a blank background onto which items can be dragged and dropped to create full looks.
At the end of the process, customers receive an email with a PDF containing their complete order. Tommy Hilfiger expects that within two to three years all of its 50-60 showrooms worldwide will be equipped with the technology “I’m convinced this will revolutionise the fashion industry,” Daniel Grieder, chief executive officer of Tommy Hilfiger said. “We believe this technology will play a big role in the store of the future. I don’t think brick-and-mortar stores will die out, but they will definitely change,”
