The reality is that the customer today is just as comfortable going to buy online. They expect and demand that. Live Streaming Ralph Lauren live-streamed its fashion show outside of its store New Yorks Upper East Side on social-media platforms including Facebook, Chinas Youku and South Koreas Kakao messaging service. The company then made the entire collection -- from เสื้อครอบครัวน่ารัก an $890 western shirt to a $7,990 embroidered gown -- for sale on its website and major stores worldwide. Ralph Lauren Chief Executive Officer Stefan Larsson said the biggest challenge for the almost 50-year-old brand is adapting to the mindset of todays consumers, who are more informed and connected than ever. When we saw that consumers more and more are into what used to be an industry event -- the fashion week and the show and even behind the scenes -- then we said it doesnt make sense to invite them to fall in love with the products and then wait six months, he said in an interview. So we said lets change our way of thinking about this. Gigi Hadid walks at Tommy Hilfiger Womens Fashion Show at Pier 19 on Sept 9. Photographer: Peter White/WireImage Tommys Fairground Tommy Hilfiger, owned by PVH Corp., turned a pier in Lower Manhattan into a fairground with a 40-foot Ferris wheel and a temporary tattoo parlor to showcase its navy and military collection designed with model and social-media star Gigi Hadid. For the first time, it allowed customers around the world to buy clothes online straight off the runway as the show streamed live on its website. It also experimented with Facebook Messengers chatbot, which simulates conversations with customers. Some items, including a $95 bodysuit, were sold out overnight, and its Instagram account also garnered tens of thousands of likes and comments from fans across the world.
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