American clothing brand Tommy Hilfiger has opened a digital showroom in Amsterdam, designed as a cheaper and simpler alternative for business clients to compile a collection of the brand's products.
Up until now, customers had to go to Tommy Hilfiger showrooms in what is a time-consuming process of picking out clothing, especially as its Amsterdam location currently houses several floors of clothing. The digital showroom eliminates all the fuss down to one room with a large conference table.
The futuristic showroom holds several screens and a very large touchscreen, which will help business clients to browse through the collection and pick their items. Customers will also get iPads to track what is happening.
Store of the future
"We have created this system in-house and have worked on it for the past two years. With this, time spent on this process has dropped to 25 %, while we also save physical space. We also no longer have to create samples for our 30 to 40 showrooms worldwide: one item will suffice for our photographer and the digital copies will go into our Oracle database. The time we save with this, will go directly to our customers", CEO Daniel Grieder said.
Amsterdam will be the first to get this new showroom and within the next 2 to 3 years, all showrooms will be equipped with the same technology. Grieder also promised the company would launch the "store of the future" in the next 12 months.