When Tommy x Gigi, the debut collaboration between Tommy Hilfiger and Instagirl slash model Gigi Hadid, was available for sale immediately after showing at New York Fashion Week earlier this month, it was an instant success. A double-digit number of styles not only sold out online within hours of the show’s end, but also at two Tommy x Gigi pop-up shops at New York’s South Street Seaport the next day.

Tommy Hilfiger isn’t the only one offering an instantly shoppable runway. According to insight from research group L2, 21 percent of brands with a NYFW runway show this month incorporated some sort of direct-to-consumer “see now, buy now” e-commerce in their presentation, including Rebecca Minkoff, Ralph Lauren, Club Monaco and Alexander Wang.

Read more at Sourcing Journal.

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