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Tommy Hilfiger launches mobile storefront to increase cross-channel presence

Tommy Hilfiger Corp. has taken a giant leap into the mobile space with the launch of a commerce application meant to drive additional enagement and sales.

Tommy Hilfiger tapped Art Technology Group Inc. for the creation of the application, which lets consumers explore, search and buy the brand’s apparel anytime, anywhere using their handset.

“The Tommy Hilfiger brand has always focused on innovation and offering its consumers the latest in fashion, whether it be trends or technology,” said Kate Terry, executive vice president of global ecommerce at the Tommy Hilfiger Group, New York. “As consumers increasingly turn to online mediums to connect them to the world, we want to make shopping online as convenient an experience as possible.

“As such, we are launching the Tommy Hilfiger for iPhone application to make the connection and accessibility to our brand even easier,” she said. “The aim is to reach both loyal and new Tommy Hilfiger customers and give them the opportunity to interact with the brand in an easier and faster way than ever before.

“Going mobile is easy to use and provides shoppers with a cool new way to connect with each other and to make a purchase.”

Tommy Hilfiger specializes in designing and marketing menswear, womenswear, children’s apparel and denim collections, as well as complementary lifestyle products such as accessories, fragrances and home furnishings.

After downloading the free application for Apple’s iPhone and iPod touch, shoppers can browse the complete Tommy Hilfiger collection and use search and filters to easily find the latest styles in their favorite category or appropriate size. Consumers can also touch, pan and zoom images to view intricate product and outfit details.

Users can add their favorite items to a cart and easily checkout with quick-fill capabilities to enter shipping and billing information, as well as register to receive news on the latest products and initiatives available when shopping online or via a mobile device.

The new Tommy Hilfiger application connects consumers through the Web, iPhone and iPod touch to Tommy Hilfiger stores with the goal of replicating the brick-and-mortar in-store experience.

If shoppers cannot find an item in the local store, they can check availability on the iPhone and place an order.

To make shopping as convenient as possible, shopping carts follow consumers to any channel, regardless if they start online or on their iPhone.

If an item is out-of-stock, shoppers can sign up for push notifications directly to their iPhones.

Tommy Hilfiger will promote the new application on, as well as through some integrated marketing and advertising campaigns.

Tommy Hilfiger is also exploring some contests and promotions designed to generate consumer excitement and encourage more shoppers to give it a try.

“The Tommy Hilfiger for iPhone application provides consumers with instant access, allowing them to browse the complete Tommy Hilfiger collection quickly and easily on their iPhone and iPod touch,” Ms. Terry said.

“Additionally, the ATG technology utilized in the development of this application gives Tommy Hilfiger’s merchandising team the ability to exercise complete control and present customers with items, promotions and coupons that are most relevant to the customer’s individual shopping preferences,” she said.

“Plus, since it is based on the same underlying technology from ATG that powers, the transition between Web and mobile is completely seamless.”