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Tommy Hilfiger’s New York Fashion Week in Roblox

Fashion brand Tommy Hilfiger’s fashion week in Roblox is an excellent case study for how fashion brands can engage Gen Z

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Vie
Updated: January 21, 2023
tommy and roblox fashion week

Tommy Hilfiger took New York Fashion Week to the Metaverse in September 2022 with its “See Now, Buy Now” collection.

The American clothing brand held a “phygital” fashion show, where it put forth a physical show while simultaneously recreating the show on Roblox, with all tangible products shown available to buy immediately.

The phygital show was streamed in Roblox, where avatars wearing the collection walked through the metaverse platform’s virtual New York City.

The Campaign– Tommy Hilfiger “Phygital” Fashion Show With “See Now, Buy Now” Collection

The “phygital” fashion show is a joint effort of Tommy Hilfiger and Roblox with the special participation of Dayzee, Guggimon, and Janky from Superplastics as digital avatars.

The campaign is different from other campaigns as it combines a physical fashion show with a virtual one, allowing customers to fully immerse themselves in the brand’s virtual world, Tommy Play, and purchase digital exclusives related to the show.

The campaign also pays tribute to Andy Warhol’s iconic NYC factory, where he brought together fashion, art, music, and entertainment.

To showcase the brand’s Fall 2022 collection, inspired by Warhol’s legacy of celebrating pop culture and creative expression. To immerse guests in the creative playground of Tommy Factory, celebrating boundary-pushing collections and creativity across all worlds, both IRL and URL.

Additionally, this campaign marked Tommy Hilfiger’s first NYFW appearance in three years, and it is the first time the brand has collaborated with Roblox to stream a fashion show.

The brand also launched the Tommy x Roblox Creators collection line last year, which eight digital fashion designers created.

As the Metaverse trend continues to grow, more and more companies are turning to digital worlds to showcase their products. Brands such as Gucci, Nike, Walmart, and more have all launched virtual worlds on platforms such as Roblox or Fortnite. These brands feature mini-games, virtual clothing, and chatrooms to encourage consumers to immerse themselves in branded spaces and spend money there entirely.

This campaign by Tommy Hilfiger is an excellent example of how companies use the metaverse to reach new audiences and promote their products globally.

Tommy Hilfiger Cracks The Metaverse At NYFW

How Did the Campaign Perform?

The campaign successfully reached a potential audience of 55 million users on the Roblox platform.

It allowed customers to fully immerse themselves in the brand’s virtual world, Tommy Play, and purchase digital exclusives related to the show.

Also, it brought a diverse cast of models, artists, performers, and front-row guests and immersed them in the physically created brand world.

Avatar stars from Superplastic Janky, Guggimon and Dayzee took to the virtual runway in TOMMY PLAY wearing Tommy Hilfiger x Richard Quinn and made a special appearance at the IRL event through digital innovation. 

However, it is not the first collaboration between Tommy Hilfiger and Roblox, as they had previously launched the Tommy x Roblox Creators collection line last year.

They also created a Roblox world, Tommy Play, a game to play with a store to buy Tommy Hilfiger outfits for avatars.

Roblox Tommy Play

What could Tommy Hilfiger Learn from Other Brand Campaigns in the Metaverse?

Tommy Hilfiger has learned from other brands’ campaigns in the metaverse, such as Gucci, Nike, and more, by applying their strategies in engaging and monetizing their audience through mini-games creation, virtual clothing, and chatrooms to encourage consumers to immerse themselves in branded spaces fully and subsequently spend money there. 

Tommy Hilfiger could also learn from these brands in utilizing digital exclusives, such as one-of-a-kind avatar outfits or collectable NFTs, as a way to appeal to customers and drive sales even further.

Additionally, they could learn from the success of other brands in using the metaverse as a new forefront for retail marketing and how to effectively use the platform for “see now, buy now” collections.

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