shopping

Levi’s, Hilfiger Push a New Kind of Online Shopping. It Looks a Lot Like QVC.

To get homebound shoppers to splurge, some brands are copying QVC.

On a recent afternoon, more than 12,600 viewers tuned in to Tommy Hilfiger’s website to watch models, influencers and celebrities talk about the brand’s fall collection.

“You’ve got this piece here, which is super, super dope,” said Toni-Blaze Ibekwe, a stylist and editor of Wonderland Magazine, showing off a blue and white sherpa jacket made from recycled fabric.

Retailers are trying to appeal to consumers who long turned up their noses at QVC and the Home Shopping Network. Brands like Tommy Hilfiger and Levi Strauss hope shoppers who are still reluctant to visit stores can be persuaded to tune in to the live-streamed online sales events and spend on ruffled blouses, handbags and other nonessential items ahead of the holiday shopping season.

During the 30-minute to one-hour sessions, which have taken off in China but are relatively new to

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fashion

How Tommy Hilfiger is working toward sustainability and inclusivity

On the roof of Tommy Hilfiger’s European distribution center—located in the Dutch town of  Venlo—are 48,000 solar panels, just one of the latest steps the fashion brand has taken to be more sustainable. CEO Martijn Hagman announced the completion of the solar panel roof at the Fast Company Innovation Festival on Tuesday, saying the company believes it’s “one of the most powerful solar roofs in the world at this moment.”

That solar roof powers all of the brand’s operations in the Netherlands—and gives electricity back to the grid. It’s one of a string of sustainability initiatives inline with the iconic apparel company’s Make it Possible program, which outlines 24 targets focused on circularity and inclusivity for the brand to hit by 2030.

Hagman and company founder Tommy Hilfiger both stressed the importance to the company of focusing its innovation not solely on environmentalism, but also on inclusivity. “For us, sustainability

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