Tommy Hilfiger reopens a digitally enhanced Paris flagship
Tommy Hilfiger has reopened a main Paris flagship, featuring a radically new and digitally enhanced vision of consumer-first retailing for the American fashion house.
Located at 43 Boulevard des Capucines, the store looks on to L’Olympia, the most famous music hall in Paris, and is 150 yards north of the la Madeleine church, where Napoleon crowned himself emperor. The area boasts a novel blend of local and international retailers; food emporiums and top-notch restaurants.
The new 940-square-meter store features digital touchpoints that further marry physical and virtual retail together. Tommy’s Paris store even has a new Smart Fitting Room, the first of its kind in France, that can recognize items consumers bring into the fitting room through RFID tracking; suggest matching products to complete their look, and enable orders directly from Tommy.com.
An Endless Aisle touchscreen installation allows consumers to browse and order from a huge selection of shoes and accessories that would be impossible to display in store. While a Style Scanner helps consumers find their new look by scanning their favorite piece and suggesting on-screen recommendations to complete an outfit.
And, in keeping with developments during the pandemic, this store also offers a click-and-collect option, enabling consumers to order products from Tommy.com and pick them up in-store.
“We view our physical stores as living, evolving assets – they never remain stagnant. So as the world changes, our stores will do the same in order to always meet the needs of consumers. Whether we are implementing new health and safety measures or innovating immersive experiences, our stores remain the nexus for driving brand heat, inspiration and experience,” said Tommy Hilfiger Global and PVH Europe CEO Martijn Hagman.
One of America’s most famous marques, Hilfiger is owned by PVH, which also controls Calvin Klein, among other brands.
The two-story Boulevard des Capucines flagship is housed in a 19th century building that was formerly a bank. The redesign of historic space maintains original architectural elements though complemented by new custom features. An array of mid-20th century pieces; traditional American antiques and graphic artwork are juxtaposed with the classic furnishings amid which the Hilfiger collections are displayed – including men and women, underwear, Tommy Jeans, footwear and accessories.
“Located in the world’s energy hubs, our stores serve as epicenters for brand immersion, evolved services and local partner collaborations. Although there are new considerations and measures at play, now more than ever, our retail stores offer something increasingly rare and desired,” added CEO Hagman.
Respecting heightened safety measures worldwide, the store allows an occupancy of 81 customers; physical distancing of 1.5 meters; temporarily closed dressing rooms; hand sanitizer stations; plexiglass at the cash register; contactless payment and masks for the staff and customers.
The super store opened on Saturday, November 28 with the end of the French retailing lockdown and will be open seven days a week until Christmas.
Internationally, there are over 2,000 Hilfiger stores in over 100 countries including major flagships in London, Tokyo and Düsseldorf; and anchor stores in over 30 cities outside the United States.
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