LONDON – Tommy Hilfiger is hoping to hook the Internet generation with a new online television station, Tommy TV, which launched here Wednesday.
The station will broadcast the Hilfiger Sessions, concerts the fashion label has organized in association with Sony BMG which spotlight established artists such as Wyclef Jean and undiscovered acts from around the world.
“Music and fashion go hand in hand,” Fred Gehring, chief executive office of Tommy Hilfiger Group, said in an interview. Although Gehring said the Tommy TV Web site will not directly sell Tommy Hilfiger clothing, it will have a link to the label’s e-commerce site.
“It’s about brand awareness, brand perception and brand value,” Gehring said. “Not every music lover loves Tommy and not every Tommy lover loves music, but it so happens there’s a big overlap.”
Hilfiger said launching on the Internet rather than as a regular television channel was an obvious choice. “It’s all about the consumer, and they spend most of their time on the Internet,” he said, adding that viewers “will be able to select their own footage and make their own playlists.”
Hilfiger said it was a priority for the design and look of the Web site to be “outstanding.” All the footage is being shot with high-definition video cameras, and the company has also used Paper Vision technology, which gives the footage a three-dimensional effect.
For more, see Thursday’s issue of WWD.