The all-American brand has its mojo back, thanks to Avery Baker’s gospel of instant gratification
It was the fourth and final collection co- designed by model-of-the-moment Gigi Hadid in a lucrative partnership that started in the fall of 2016. Like the previous three collections, all of the clothes shown in Milan were instantly available as part of Tommy Now, the company’s “see now, buy now” initiative, which erases the standard sixmonth wait between the runway and retail and allows for something rare: instant gratification.
As soon as the show began, savvy shoppers could order $130 sweatshirts or a $460 pair of sheer overalls through the label’s website, its social media accounts, the event livestream, and TommyNow Snap, an image-recognition app. Elsewhere, artificial-intelligence-powered chatbots used Facebook Messenger to act as virtual stylists for thousands of customers. There was a buzz of interest on every platform, a far cry from the year 2000, when the brand’s stock plunged 75 percent in a single quarter.
Denne historien er fra March 12, 2018-utgaven av Bloomberg Businessweek.
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Denne historien er fra March 12, 2018-utgaven av Bloomberg Businessweek.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
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