Tommy Hilfiger will enhance its social concierge service for its 2014 runway show using new technologies like Google Glass. Influencers attending the show can use Glass to request content and share their point of view live with followers. Those watching online can still request content by email and experience the show through a social concierge's Glass perspective. Tommy himself will introduce the new service in a personalized video. The social concierge role will be elevated by making one concierge, Kim, famous both at New York Fashion Week and beyond. Influencers will also be transported to landscapes inspiring the collection through immersive 360-degree photos shared via an app called Bubbli.

1. TOm m y ru n way 2 014 .
T O M M Y H I L F I G E R

2. T H E BR I E F.
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Clearly communicate the service upfront.
Leverage new technology.
Make it press-worthy at the runway and beyond.

3. AU DI E NC E S.
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Influencers attending the show.
Influencers watching online.
The influencer’s followers.

4. Soci a l conceie rge 2 .0

5. 1. “H E l lo concie rge .”
2 . M a k i ng it fa mous.
3. the gr e at ou tdoor s.

6. 1. “H e l lo concie rge .”

7. A n e w i n te r face .
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We’ve seen Google Glass before but it’s always been a gimick.
We’ll change all that by using the Google Glass headset as the
interface between influencers and the Social Concierge that
enhagces the experience, the service and the story.

9. look , no h a n ds.
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Simply speak to connect to the concierge as you watch the
show; ask for what you want and get instant visual feedback
via the headset’s preview window.

15. E ffort l ess pow e r .
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In addition to making content requests via email (like
in 2013) influencers use the hedset to request content
during the show.
They can also opt to share their POV on the event live
with their followers via the headset’s in built camera and
a personal dedicated URL that Tommy provides.

18. F rom a fa r .
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Influencers watching online don’t have the headset (they request
content via e-mail like in 2013) but do have exclusive access to the
whole show via a concierge who is.
From afar they can mingle with guests pre show and then enjoy a
unique pespective on the show itself through the eyes of a Social
Concierge.

21. a n d Re w i n d a bit...

22. T H e I N V I TAT ION.
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Tommy himself demos the service in a personalised invite
video sent to each influencer.

23. Hello Sanne.
This season, our Social Concierge
service will be more connected.
Just ask for what you want and
check your inbox.

24. “ T ry it, test us, h ave f u n.”

25. story r ef r eshed.
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A tech evolution to augment Tommy’s Social Concoerge service
refreshes the story for a new season.

28. Wh y w e l i k e it.
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Enhanced experinece.
Enhganced functionality.
Enhanced story.

29. 2 . MAK I NG i T FAMOUS.

30. Aspi r ationa l .
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We’ll raise the profile of the Social Concierge servcie by
making a Social Concierge famous, at NYFW and beyond.

31. Meet K I M*.
She has a profile and a persona.
We place her in the sporlight
We make her aspirational.
*Made up name.

34. 3. the gr e at ou tdoor s.

35. Bu bbl i.
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We transport influencers at NYFW to the scenic landscapes
that inspired the Fall Collection with immersive content
delivered via Bubbli.
Influencers experience and share the 360-degree, explorable
photospheres taken in “the outdoors” with their followers on
social media.

37. T h a n k you.
T O M M Y H I L F I G E R