Tommy Hilfiger underwent one of the biggest business model shifts in its history when it moved to a “see-now, buy-now” runway show called Tommy Now in 2016. That meant shortening a typically 18-month production process into just six months, as well as launching its product live in 70 countries around the world simultaneously as brand ambassador Gigi Hadid hit the catwalk.
Speaking at Lions Innovation, a division of the Cannes Lions International Festival of Creativity this week, CMO Avery Baker referred to the change as leaping off from a traditional S-curve. “When success is achieved, companies have the hardest choice to make – do we stay on that current path and hope we’ll continue ever upwards or take the leap to new levels of relevance?”
She referenced the fact consumer gratification is arriving much sooner than ever before today, with expectations set and met by other industries, meaning fashion has no choice but to try and keep up or be increasingly deemed irrelevant. “The first sign of madness is repeating the same behavior over and over again and expecting a different outcome. We had to change the way that we thought and most importantly the way that we behaved,” Baker explained.
The resulting Tommy Now show generated over 2.5 billion impressions worldwide. “Our biggest learning of all is that embracing risk is powerful; it’s liberating. We have to retain the guts to keep pushing ourselves outside our comfort zone again and again; keep pushing ourselves to keep up with the pace of consumer expectations. By doing so we can rewrite the rules around creativity and innovation,” Baker explained.
She highlighted a nine-step process that she said enabled the business to do this, grounded in an entrepreneurial spirit that allowed everyone in the organization to make decisions, while still ensuring the brand would land safely.
1. Make the vision clear
“We knew what we were trying to do was a highly complex exercise. We had to get everyone [internally] to understand and personally identify with the vision behind Tommy Now. We engaged very personally with people so they understood…