Tommy Hilfiger, the renowned American fashion designer and brand, is continuing its commitment to embracing the digital evolution of fashion with various Metaverse, virtual reality (VR), and NFT offerings aimed at boosting sales and engaging a younger audience. Speaking at The Retail Summit in Dubai, Hilfiger stated that Millennials and Gen Z consumers seek immediate gratification and want to purchase items they see right away.

To meet this demand, the brand has launched several immersive Metaverse offerings, including collaborations with Decentraland for Metaverse Fashion Week, Parallel’s Ready Player Me, and Roblox. Hilfiger believes that the Metaverse is the key to engaging with Generation Alpha, those born between 2010 and 2025. In this context, the brand has used a “see now, buy now” feature, offered during a live stream of his 2022 NYFW show in the Roblox Metaverse, to enable the crossroads between physical and digital fashion.

The designer is confident that his brand is ahead in the digital world, and he has worked with video gaming and partnerships with Roblox and other opportunities to stay ahead. The fashion industry is shifting towards digital wearables, as seen in fully immersive experiences like those offered by Tommy Hilfiger, Bloomingdales, Dior, Burberry, and Polo Ralph Lauren or through augmented reality shopping experiences.