Tommy Hilfiger

One of the world’s leading fashion designers, Tommy Hilfiger was in London this week to launch ‘Exhibitionism’, and exhibition celebrating the Rolling Stones’ musical heritage featuring over 500 rare and original Rolling Stones artifacts. He spoke with Bloomberg’s Manus Cranny about the importance of using social media to drive your brand.

Hilfiger talks about how so many iconic women pop stars have now become iconic fashion brands unto themselves. Some of these women are Beyoncé, Rihanna, Katy Perry and Miley Cyrus. This has been a shift away from a formerly male – dominated culture. When asked who he would like to dress versus who could promote a brand, Hilfiger says he would love to dress the Duchess of York, but that Kim Kardashian would be more successful in driving a brand. The Duchess has a style and sophistication, but Kim has 69 million followers on social media and so therefore can drive a fashion idea. Hilfiger says that in order to be successful, you have to have great e-commerce, be up-to-date on technology, have a mobile app, have an actual store and also to be digitally advanced.

For example, in China, many of the young shoppers do a lot of their purchasing from a mobile app, whereas in other parts of the world, people still like to go to the store and try the clothes on. You have to have it all in order to cater to the needs of everyone.