Tommy Hilfiger explains why social media is the fashion industry’s primary driver right now

Social media is changing just about every aspect of the retail experience, from how brands try to get our attention to how we shop. The Globe sat down with fashion designer Tommy Hilfiger, recently in Toronto as the keynote speaker for the annual Audi Innovation Series, to discuss how that change affects retailers and consumers, and how to keep up in an age of instant gratification.It’s going direct to the consumer – and it’s going to the consumer in very interesting ways.

You may not call it a storefront but in a sense it is, because it’s another store. We used to think of a store as brick and mortar. But omnichannel [a brand selling its products across multiple, integrated platforms] presents many different options for the shopper. They could go to, our e-commerce site, and see everything. They can go to Instagram and see special items we’re doing or a new release or something we co-design with a celebrity. They can go into a store.

Since we’re here at an innovation conference, I’m curious to know how you keep abreast of social media and what drives the innovation of social media for you?Various ways to post. We’re not really looking at a lot of static photography now. We’re looking at motion picture. So that is really exciting.Videos are taking over. Any kind of video is much more interesting to look at than a still shot. But if you’re thinking of new ways to shop it’s not only via social media.

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