‘The store of the future’ by Tommy Hilfiger opens in Amsterdam

A new generation Tommy Hilfiger store of the future has opened in Amsterdam. The store emerges from the firm’s evolving omnichannel strategy and features floor-to-ceiling interactive mirrors, personalised embroidery stations and a cafe with digital screens built into the tables. The more than 300sqm interior has been described in a CPP Luxury report as boasting “modern finishes and a bright, airy aesthetic, taking cue from the nautical lifestyle – one of Tommy Hilfiger’s long standing sources of inspiration.

Tommy Hilfiger CEO Daniel Grieder said: “You can’t just expect shoppers to come into the store when you do nothing, you have to excite them. You have to give customers a reason to come into the store.”

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The Tommy Hilfiger store of the future features large monitor screens which serve as “digital endless aisles” that allow customers to browse the brand’s complete online catalogue, facilitating home-delivered or store-delivered orders. Customers can also identify items from different looks featured online.

Store manager Mark commented: “It’s about bridging that gap between online and offline, and making the shopping experience as easy as possible … People still want to be able to feel the material and see the products in person. That’s always important, so where we can we always want to encourage customers to come into the store.

“For example with suits, we’ll offer an appointment for the customer to come in and try it on. We’ll make sure the dressing room is prepared for them with fitting shoes and a shirt. So for us it’s really about taking that extra step and building on the customer relationship.”