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Tommy Hilfiger to transition design process to digital

November 8, 2019


Hilfiger’s move toward digital design could give it an edge in an apparel market that’s been plagued by slumping sales and bankruptcy filings.

The brand is putting considerable resources behind its broader digital shift, after opting to close two prominent store locations this spring: its Fifth Avenue store in New York City and its store on Collins Avenue in Miami. That announcement was described as a “Strategic objective to further reach and engage with digitally-savvy North American consumers,” CEO Daniel Grieder said in a statement sent to Retail Dive at the time. Parent company PVH Corp. announced an ambitious corporate responsibility strategy in May, planning to meet 15 sustainability targets including reducing landfill waste by 2030.

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