Tommy Hilfiger SS14 Menswear
Quickly approaching, New York’s Mercedes-Benz Fashion Week is scheduled from September 5-12th. In past years, Tommy Hilfiger showcased its men’s and women’s spring/summer collections on Sunday at 8 p.m. However, those hoping for the SS14 menswear collection will have to wait, according to WWD.
This year, the runway will only display womenswear, which accounts for forty percent of the brand’s global retail sales. Instead, new marketing initiatives, reports WWD on August 2nd, will be the first time anyone sees the SS14 menswear collection. A consumer-directed strategy is expected to encompass physical and digital media through the following campaigns and efforts:
- The Icon Collection – Twenty-five American classics based on the designer’s top style inspirations.
- Prep House – Essentially a Tommy Hilfiger display focusing on the brand’s roots. Consider this an extension and physical embodiment of its ongoing ‘The Hilfigers’ advertising campaign.
- Millennium Promise – The brand’s effort to get its consumers philanthropically involved.
- Surf Shack – A seaside interpretation of its classic preppy looks.
“We’ve made a strategic decision to focus our attention during New York Fashion Week on our women’s business,” explained Avery Baker, Tommy Hilfiger Group chief marketing officer, to Vogue.co.uk. “Menswear remains at the heart of the Tommy Hilfiger brand, and we will continue to develop innovative ways to present our men’s collections through channels that speak directly to consumers.”
Not long before the New York Fashion Week change surfaced, menswear creative consultant Simon Spurr departed the fashion house. Hilfiger and his team are expected to design all future menswear collections.
Although we will have to wait a few months to see their SS14 menswear looks, the Tommy Hilfiger AW13 menswear collection can be viewed below, and the brand’s website offers a glimpse of pre-fall looks.