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Gigi Hadid walks at Tommy Hilfiger Women’s Fashion Show at Pier 19 on Sept 9. Ralph Lauren Chief Executive Officer Stefan Larsson said the biggest challenge for the almost 50-year-old brand is adapting to the mindset of todays consumers, who are more informed and connected than ever. When we saw that consumers more and more are into what used to be an industry event -- the fashion week and the show and even behind the scenes -- then we said it doesnt make sense to invite them to fall in love with the products and then wait six months, he said in an interview. So we said lets change our way of thinking about this. Gigi Hadid walks at Tommy Hilfiger Womens Fashion Show at Pier 19 on Sept 9. Photographer: Peter White/WireImage Tommys Fairground Tommy Hilfiger, owned by PVH Corp., turned a pier in Lower Manhattan into a fairground with a 40-foot Ferris wheel and a temporary tattoo parlor to showcase its navy and military collection designed with model and social-media star Gigi Hadid. For the first time, it allowed customers around the world to buy clothes online straight off the runway as the show streamed live on its website. It also experimented with Facebook Messengers chatbot, ชุดคู่รัก facebook which simulates conversations with customers. Some items, including a $95 bodysuit, were sold out overnight, and its Instagram account also garnered tens of thousands of likes and comments from fans across the world. It wasnt done just for the editors or magazines but for consumers and the bloggers; it was very democratic,Burke said. It created everything everyone is trying to do with see-now-buy-now. They created the hype and then they were able to turn it into sales. Elvis Collection Coach took a similar tactic. A day after its fashion show -- which used a stake of rusted, antique cars as a backdrop -- the company made available for sale the limited edition of its collection inspired by rock legend Elvis Presley.

For the original version including any supplementary images or video, visit http://www.bloomberg.com/news/articles/2016-09-15/fashion-brands-sell-styles-still-on-runway-to-woo-millennials

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Photographer: Peter White/WireImage Tommys Fairground Tommy Hilfiger, owned by PVH Corp., turned a pier in Lower Manhattan into a fairground with a 40-foot Ferris wheel and a temporary tattoo parlor to showcase its navy and military collection designed with model and social-media star Gigi Hadid. For the first time, it allowed customers around the world to buy clothes online straight off the runway as the show streamed live on its website. It also experimented with Facebook Messengers chatbot, which simulates conversations with customers. Some items, including a $95 bodysuit, were sold out overnight, and its Instagram account also garnered tens of thousands of likes and comments from fans across the world. It wasnt done just for the editors or magazines but for consumers and the bloggers; it was very democratic,Burke said. It created everything everyone is trying to do with see-now-buy-now. They created the hype and then they were able to turn it into sales. Elvis Collection Coach took a similar tactic. A day after its fashion show -- which used a stake of rusted, antique cars as a backdrop -- the company made available for sale the limited edition of its collection inspired by rock legend Elvis Presley. Michael Korss models, including 20-year-old Kendall Jenner, walked the runway to live music by singer Rufus Wainwright, and the brand initially filled its front page with Instagram postings of a South Korean model, a London fashion blogger and other social-media influencers. Hours later, a few of the items went on sale in limited quantities online in the U.S. and some stores. Potential Pitfalls While social media can drive excitement for the fashion houses, it also poses the threat that brands will become overexposed or lose control of their image.The see-now-buy-now concept presents additional challenges: Fashion houses have to plan the right inventory to avoid unsold goods ending up in discount stores, said Chris Paradysz, founder of digital marketing agency PMX Agency.

For the original version including any supplementary images or video, visit http://www.bloomberg.com/news/articles/2016-09-15/fashion-brands-sell-styles-still-on-runway-to-woo-millennials