Fashion

Tommy Hilfiger closes NYC flagship and more


Tommy Hilfiger is turning away from direct-to-consumer
brick-and-mortar retail. Today, the American brand is closing the
doors to its four-level New York flagship on major shopping street
Fifth Avenue, and next it will close its Miami store on Collins
Avenue. Tommy Hilfiger had operated its New York store for ten years.

The two store were the brand’s only full-price stores in the U.S.
As its consumer-base transforms to digitally-focused preferences, it
no longer makes sense for Tommy Hilfiger to operate these physical
stores. The brand will continue to sell through its 200 plus outlet
stores in the North America region. It also has at leave 1,500 global
stores.

With the closure of the two stores, Tommy Hilfiger plans to reshape
its retail landscape and roll out concept stores in the future. Its
retail strategy in North America will be the brand’s “lighthouse
region,” where it will test out new omnichannel retail concepts, as
Daniel Grieder, CEO of Tommy Hilfiger Global and PVH Europe explained
to WWD.

He added, “We will focus on next generation retail experiences and
partnerships to stay ahead of today’s continuously changing shopping
habits and preferences.”

During its retail transformation, Tommy Hilfiger will continue to
invest in in its own e-commerce site and expand its wholesale
distribution partners.



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