Tommy Hilfiger to serve up images on demand to online fans during runway show
Hilfiger is taking it up another notch for his runway show on Monday, opening the program beyond just attendees but to all online followers of the show. Anyone can submit requests for images via Facebook, which Hilfiger's expanded social concierge team will aim to turn around in "now time," Baker says. (Last season, I was able to get specifically requested backstage shots in as little as 10 minutes.) The goal, Baker says, is to generate as many impressions as possible. "We always like to beat our own records, and impressions is the primary KPI for us," says Baker.
The designer is also inviting 20 popular Instagram users to help capture the show in hopes of generating even more impressions.
Baker, who has been with the company for 16 years, says that the show - once solely a trade event - is now more about consumer marketing. "In prior seasons, like many brands we tried to create more exposure through social media and digital activities, but last season a lightbulb kind of went off," says Baker. " We recognize that have this opportunity to become so much more democratic, to reach more consumers through [show attendees] and directly." She adds that creating the best experience possible for editors and other show attendees is still, of course, a priority.
Between Facebook, Twitter, Instagram, live-streaming video and online news sites, online followers of New York Fashion Week have more than enough opportunities to tune in. What they've never had before is the chance to control what exactly it is they're seeing - and we imagine that's something fans of the brand will get very excited about.
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